Ruud Zanders is Founding Partner of Kipster. He grew up on a poultry farm and studied economics at Wageningen University. He had his own largescale poultry farms. A personal crisis led him to change his thinking. Since 2008, he has focussed on sustainable, relatively small scale, ecological and higher welfare animal production. His latest project, together with 3 partners, is Kipster: a revolutionary poultry farm that will produce higher welfare eggs and meat with minimal pressure on the environment. It will be an example for the role of animals in a worldwide, sustainable food system. Ruud dreams of the time when we no longer use animals at all in our food system. Until then, we all have an obligation to respect the animal as much as possible and to cause as little suffering as possible.