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Orville Schell is Dean of the University of California, Berkeley Graduate School of Journalism and author of numerous works on the history of China.
Schell, a critic of factory farming, joined the company Niman Ranch (then named “Niman-Schell”) with Bill Niman in 1978 with the objective of raising cattle in a humane and environmentally sound manner. Schell left the company in 1999. In 1984 he wrote a book about meat production in the United States. Source - http://en.wikipedia.org/wiki/Orville_Schell