Stomachs on legs are proud to present

Actors, designers, pop stars have all got behind the hot new ethical campaign: food. From saving species to investigating conditions for pigs, star quality is pushing it to the foreground. The use of celebrity skin to push an ethical issue is nothing new, of course. In the 1990s, Peta - People for the Ethical Treatment of Animals - convinced a bunch of supermodels, including Naomi Campbell, to appear in the buff under the legend "I'd rather go nude than wear fur". But fur is just so passé. And, in any case, Campbell proved just how fickle the modern celebrity can be by soon deciding that actually, come to think of it, she would much rather wear fur than go nude, and did so on the catwalk in Milan.

Where celebrities are concerned, it seems, food is the new fur. The current set of images featuring Scacchi alongside actress Emilia Fox, director Terry Gilliam and actor Richard E Grant, were launched to back the cinematic release of The End Of The Line, a film about the threat of overfishing - but they are only a part of it. Tomorrow, Paul McCartney and his daughters Stella and Mary are launching a campaign to convince the public to go meat-free for one day a week. Another movie, Food Inc, which looks at the excesses and foul side-effects of industrial food production has just been released in the US and will shortly arrive here. Plus there is a major investigation by environmental campaigner Tracy Worcester into the dark underbelly of the global pig-rearing business which is about to be screened on digital channel More4. Food, and more importantly, really bad food, is hot.

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While this may compel some of us at gut feelings to stop blogging now, I think I can speak for all of us when I say, "where have you been all this time?"

What to expect from the celebrification (yes new word) of food as a cause: over simplifications, annoying ignorance, no body actually caring