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Former James Bond star Roger Moore is continuing his fight against British supermarkets that stock Foie Gras by paying for and appearing in a new PETA ad placed outside the entrance to Selfridges Food Hall in central London.

Foie Gras is a pâté made from the livers of ducks and geese, and the actor is campaigning against the cruel way producers fatten the livers – up to two kilograms of mash are pumped into the birds’ stomachs through a pipe two or three times a day. The pipes sometimes puncture the birds’ throats, causing the animals to bleed to death.

The actor originally had a different image from the one used in mind, but the advertising agency deemed it as offensive.

“The ad agency deemed the image of the force-feeding of birds for foie gras offensive because it is offensive, but as foie gras production is too violent to show on an ad, surely this ‘torture in a tin’ is too violently produced for Selfridges [a British supermarket] to sell,” he said. “What I’m sure the public will find far more offensive is Selfridges’ refusal to stop selling foie gras, the production of which is so incredibly cruel that it is prohibited in Britain.”

The star is joined in his crusade by Phil Collins and Prince Charles.

“I have seen few things so revolting and shaming as the horrendous routine cruelty to ducks and geese that goes into the production of one of the world’s so-called culinary delicacies, foie gras,” wrote the veteran actor in the Daily Mail. “I refuse to speak to old friends who, even when they know how it is produced, are prepared to overlook the suffering for self-gratification.”

To watch a video narrated by Roger Moore about Foie Gras production, click here.

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