This paper describes how we seem to live in a willed blindness towards the effects that our meat production and consumption have on animals, the environment and the climate. It is a willed blindness that cannot be explained by either lack of knowledge or scientific uncertainty. The blindness enables us to see ourselves as moral beings although our lack of reaction to the effects of our actions tells another story. The consequences, especially to animal welfare are outlined and it is briefly discussed whether a solution lies in a new moral vision of our obligations or a new vision of what a good life is. The second option is identified to be the more promising.