Activists Update/Activist Watch

Transcription

1 Activists Update/Activist Watch Kay Johnson Smith, President & CEO American Meat Science Association October 25, 2013

2 About the Animal Agriculture Alliance Established in 1987, the Alliance is the oldest and largest national coalition of farmers, ranchers, agriculture associations, allied industry, veterinarians, scientists, and retailers. Alliance Mission To communicate the important role of animal agriculture to our nation's economy, productivity, vitality, security and that animal well-being is central to producing safe, high-quality, affordable food and other products essential to our daily lives. Alliance Primary Roles Connect stakeholders across the food chain Educate media and the and public Protect consumer choice and producers ability to provide safe, affordable food

3 Board of Directors Alltech Inc. Bayer Animal Health Dr. Robert Hagevoort, NMSU Diamond V Elanco Animal Health Genus/PIC/ABS Hy-Line North America Merck Animal Health Morning Fresh Farms, Inc Murphy-Brown, LLC Potash Corp. Vance Publishing American Farm Bureau Federation American Feed Industry Assn. American National Cattlewomen American Sheep Industry Assn. American Veal Association Iowa Soybean Association Nat l Cattlemen's Beef Assn. National Chicken Council National Milk Producers Fed. National Pork Board National Pork Producers Council National Turkey Federation United Egg Producers United Soybean Board U.S. Poultry & Egg Association

4 Meet Animal Rights Leaders

5 Wayne Pacelle, HSUS President & CEO HSUS goal is to be a National Rifle Association of the animal rights movement. President /CEO We would be foolish and silly not to unite with people in the public health sector, the environmental community, [and] unions, to try to challenge corporate agriculture. Animal Rights Conference July 2002

6 John J.P. Goodwin, HSUS Director of Animal Cruelty Policy (for (former Animal Liberation Front spokesperson) "My goal is the abolition of all animal agriculture. -As quoted on AR-Views discussion board

7 Matthew Prescott, HSUS Corporate Outreach Director, Factory Farming (formerly with PETA) We're saying people who eat meat are like the non-nazi Europeans in the Holocaust who knew generally what was going on but chose to turn their back, Prescott also made the news in 2008 when he purchased a plot in the cemetery where Kentucky Fried Chicken founder Col. Harland Sanders is buried. The epitaph on the gravestone reads "KFC Tortures Birds.

8 Josh Balk, HSUS Director of Corporate Policy The way for farm animals to be happy would be to stop eating them. - HSUS Taking Action for Animals Conference, 2012

9 Gene Baur, Farm Sanctuary Founder "I dream of a vegan world - that's where I want everything to go Taking Action for Animals At Farm Sanctuary farm animals are friends not our food and being vegan is normal Taking Action for Animals

10 Bruce Friedrich, Farm Sanctuary Senior Director for Strategic Initiatives (formerly with PETA) "The point at which society moves towards our views is a point where we are significantly closer to the vegan world that we are all working toward." Animal Rights Conference

11 Paul Shapiro, HSUS Vice President of Farm Animal Protection Nothing is more important than promoting veganism."

12 Animal Rights in the USA Today $400+ Million

13 Activist Rights in the USA - Today

14 But the Issues Go On & On Confinement/Housing (includes cattle feedlots) Large/Modern/Conventional vs. Small/Local/Organic/ Natural/Free Range Stocking Density ( factory farms ) Antibiotics/ Hormones/Steroids Surgical procedures, especially without analgesics Branding Transportation Use of Equipment/Technology Genetics Euthanasia GHG Emissions/Environment/Use of Natural Resources Human Health Issues Food Safety Issues Animal Cruelty leading to Human Cruelty

15 Primary Activist Tactics

16 Strategic Tactic Against Ag: Illicit Employment & Videos

17 Activists are Hiring!

18 Undercover Videos in USA Big Business for Activists

19 Undercover Videos Nathan Runkle Mercy for Animals The lifeblood of Mercy For Animals is our undercover investigations of animal agriculture National Conference to End Factory Farming

20 Alliance Monitors Animal Rights Conferences 2013 Key Targets: Retailers and Restaurants Students Elementary thru College Health Conscious Consumers

21 2013 Animal Rights National Conference The only goal should be eliminating the use of animals, Gary Francione (Abolitionist Approach) Veganism must become the world baseline. Bruce Friedrich, Farm Sanctuary The undercover videos are helping cast negative attention on businesses so they are more willing to work towards animal welfare reforms. Matt Rice, Mercy for Animals The Humane Society of the U.S. is going around making appointments with dining directors of schools, hospitals and other public eating places to convince them to adopt the Meatless Mondays campaign. - Paul Shapiro, HSUS

22 Mercy For Animals is giving one dollar to every person who will watch a video clip of Farm to Fridge. Mercy For Animals latest marketing initiative targeting college students MFA reports the video segments have left most viewers completely shocked and determined to give up meat, and has posted several pictures of viewers covering their faces and looking at the screen in disbelief on the group s blog.

23

24 2013 Animal Rights National Conference We must tell stories, not statistics, and appeal to the audience by citing the popularity of the movement, - Nathan Runkle, Mercy for Animals In order to get through to the public one must appeal to the social norms; tell people that veganism is popular and that everyone is doing it. Most people won t take any action or change their lifestyle unless they see that everyone around them is doing it, and we must use this to our advantage, - Nick Cooney, Farm Sanctuary

25 Use of Social Media to Influence Public Opinion

26 Influencing Public Opinion

27 CHILDREN have been reduced to tears by a confronting protest featuring 200 animal carcasses in Federation Square. Melbourne, Australia October 1, 2013

28 Blurring Lines Between Pets and Farm Animals

29

30 Is their Goal to Improve Animal Care? NO! True Goal: To end animal agriculture the movement has to drive down demand and raise the costs and people will stop purchasing so much meat, thus bringing an end to the industry. - Pattrice Jones, Vine Sanctuary at Animal Rights 2013

31 Influencing Retailers/Shareholders MATT PRESCOTT, 26, is one of the pioneers of a new kind of corporatesavvy activism: One minute he might parade around with a bucket of fake blood and a sign that charges torture, and the next he's dressed in a tie and jacket, addressing the CEO at a stockholders' meeting. In the past year, this wunderkind has forged agreements with Carl's Jr., Hardee's, and Burger King, all of which have changed their menus to include eggs from cage-free hens. Prescott accomplishes his wins by playing to both the fears and desires of corporate executives.

32 Influencing Retailers/Restaurants Between 2012 and 2013 Dozens of food companies, overwhelmingly in conjunction with HSUS, announced commitments to phase out confined sow housing from their supply chains. And that s just one example.

33

34 Influencing Decision Makers

35 State Legislation or Ballot Initiatives Initiative & Popular Referendum Popular Referendum only No referendum or initiative Initiative Constitutional Amendments only B* B/L

36 Targeting Consumers You are here Antagonists Reasonable majority is here Antagonists are there

37 But The Good News. 97% of Americans eat meat, milk, and eggs

38 What You Can Do to Maintain Consumer Confidence

39 Crisis Management, Communications, Advocacy Must Become Part of Your Business Plan

40 Thoroughly Screen All Job Applicants know who you re hiring; check their references Include a statement on the application that must be signed: All information provided is true and correct under penalty of perjury Red Flags to Watch For: Crisis Prevention/Management Protect Your Animals & Your Business Those looking for temporary work License plates from out-of-state Use of college/university identification Overly or inappropriately educated for the position applied for

41 Implement an Animal Care & Handling Program Crisis Prevention/Management Train All Employees on Policies & Proper Handling Procedures Ensure they know your expectations Require employees declare all devices that can collect audio, video or still pictures Have all employees sign a letter of agreement or non-disclosure Require any Concerns of abuse, or mishandling be reported immediately; establish an anonymous call line Hold employees accountable

42 Review all Company Operations & Policies Honestly: Find Solutions to Any Animal Handling & Care Problems Seek counsel from animal handling specialists Find Solutions to any Environmental Problems Ensure good stewardship and good neighbor relations Look at practices from outsider s perspective Identify vulnerabilities Conduct Self-Audits Crisis Prevention/Management (even your own undercover audits)

43 - Plan in advance your communications plan and statement - Designate one spokesperson and ensure all employees know - Hold employee briefings in advance to ensure everyone knows how to respond to tough questions and understands your commitment to animal care and stewardship - Highlight Company Policies on Animal Care & Handling and Environmental Stewardship On website; social media (Facebook, Twitter, Instagram, Pintrest) In marketing materials Communications In discussions with customers build strong food chain relationships In discussions with legislators (yours & those in urban districts) Meet with law enforcement before you need them

44 Communications Ignore letters, calls, s from activists asking to meet If you are the next You Tube sensation Activist video Do your own review & investigation Request a full, uncut, unedited copy of the video with audio Engage third party expert review Hold employees accountable, if appropriate Be honest with media and other inquiries Take actions to prevent problems in the future (retraining, etc.)

45 Giving Back Builds Goodwill and Likeability Utilize Social Media to Share Positive Stories

46 Be Transparent Take Away Mystery Host an open house or provide virtual tours; refer to AMI s Glass Walls

47

48 Advocacy Build Relationships in Advance : Legislators & Regulators (local, state & federal) especially urban their constituents eat too! Media (Letters to the Editor, tours, submit articles) Customers Bloggers Work with Legislators to Introduce Legislation to Protect Agriculture Protect against illicit undercover employment or sharing of photos/video obtained without permission of farm owners/managers, or require turning over video to law enforcement Prevent local ordinances from banning farm animal production practices or new farms or growth Strengthen Right to Farm laws

49 Working Together, Taking Action and Being Proactive in Telling Your Story Will Make a Difference But Don t Wait!!

50 Join the Alliance! Phone: (703) Website: Real Farmers Real Food