Animal Welfare Initiatives Activists Agendas and Industry Actions. Kay Johnson Smith Executive Vice President, Animal Agriculture Alliance

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1 Animal Welfare Initiatives Activists Agendas and Industry Actions Kay Johnson Smith Executive Vice President, Animal Agriculture Alliance

2 U.S. Animal Agriculture is Under Siege Violence Terrorism Retailers Restaurants Food Health Scares Impact of CAFOs Undercover Employment & Video Lawsuits Animal Ag & Food Elections Legislation Regs Ballot Initiatives Purchasing Stock Religious & Thought Leaders Humane Education Using Ag Experts Internet/ Youth

3 2009 Was A Year for Change & A Year for Many Challenges Legislative Legal Undercover Videos 2010 A Year for Agriculture to Step Up Its Game

4 Activists Feeling Empowered in 2010 New Administration Cass Sunstein named as Chief Regulatory Czar Congress Re-Established Animal Protection Caucus Several Significant Wins at State Level in 2009 Funding for Animal Rights Grew even in a recession

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6 Key National Activist Goals Establish new position in the White House called the Animal Protection Liaison Establish national animal welfare standards HR 4733 Prevention of Farm Animal Cruelty Act Ban sub-therapeutic treatment use of antibiotics HR 1549 Preservation of Antibiotics for Medical Treatment Act Criminalize transportation & selling of horses intended for slaughter for human consumption HR 503 Prevention of Equine Cruelty Act - Judiciary Committee s Subcommittee on Crime, Terrorism, and Homeland Security Regulate transportation of all farm animals Establish federal farm animal anti-cruelty laws Repeal the Animal Enterprise Terrorism Act

7 We end this year with a record-breaking 121 new animal protection laws enacted, shattering the previous record number of 93 new laws in 2008.

8 State Legislation Driven by Activists 2002 Florida Ballot Initiative amended state constitution to ban sow gestation stalls 2004 NJ DoA completes farm animal welfare guidelines, although legally challenged by activists 2006 Arizona Ballot Initiative bans sow gestation stalls and veal stalls 2007 Oregon Legislature bans sow gestation stalls 2008 Colorado Legislature bans sow gestation stalls, veal stalls 2008 California Ballot Initiative (Prop 2) bans confinement of veal, sows, layer hens 2009 Maine Legislature bans cages for hens, sow gestation stalls, veal stalls 2009 Michigan Legislature bans cages for hens, sow gestation stalls and veal stalls

9 States Legislative or Ballot Initiative Status B L B L L AB L L B* B- Animal rights ballot initiatives passed - FL, AZ, CA, MA (greyhounds) AB Ag initiated Ballot Initiative - OH B L- Legislative Action taken to establish farm production standards or to avoid animal rights ballot initiatives NJ, CO, OR, ME, MI

10 Proposed Anti-Ag Legislative Initiatives Creates an Animal Abuser Registry Tennessee: S.B. 182 & H.B. 385 (defeated) California: SB 1277 Rhode Island: H7768 Proposed Legislative Measures Similar to CA Prop 2 Illinois: SB 1337 Massachusetts: HB 815 New York: A 8163 Rhode Island: HB 6133; H7769 CA: AB 1437 Would apply Prop 2 standards to all eggs imported into CA Establishes farm animal care standards Nebraska: LB Livestock Animal Welfare Act New York: A 8597 sets restrictive standards for farm animal care

11 Proposed Anti-Ag Legislative Initiatives IL: SB tail docking and ear cropping constitute animal torture unless performed by a veterinarian for a medical reason VT: S230 A representative of the HSUS or a VT humane society must be present when livestock are bled or slaughtered. KY: HB Allows for forfeiture of animals involved in cruelty & torture cases; prohibits ownership or possession of animals of the same species for two years WI: AB Changes the definition of cruel from means causing unnecessary and excessive pain or suffering by adding the words OR FAILING TO PREVENT. Requires veterinarians be called if an animal falls otherwise a felony. Hunting, trapping, or slaughtering animals for food in front of a child, could constitute a Class C felony.

12 Members Include: 2 Veterinarians Cow/calf operator Dairy producer Soybean grower SPCA rep Dean, OSU Food & Ag Assoc Professor, OSU Food & Ag A Farmer OH Food Bank Second Harvest USDA 1 farmer OH Dept of Ag

13 Proposed Pro-Ag/Animal Use Legislative Initiatives Establishes State Livestock Care Boards or Designates State Animal Health Commission with Farm Animal Care Authority Indiana: SB 116, SB 343 Animal Health Commission Oklahoma: HB 2345 Livestock Care Board Kentucky: SB 105 Livestock Care Board West Virginia: Livestock Care Board Idaho: Livestock Board AZ: HCR Arizona's Right to Hunt and Fish Constitutional Amendment

14 Non-Profit Activist Groups HSUS PETA Farm Sanctuary Compassion Over Killing Mercy for Animals In Defense of Animals Farm Animal Reform Movement Physicians Committee for Responsible Medicine Animals Angels Viva! USA Global Animal Partnership United Poultry Concerns Hugs for Puppies (cover name for ALF spokes-group) Institute for Animals & Society (former) Animal Rights Network GRACE Project The Meatrix Pew Commission on Industrial Farm Animal Production Union of Concerned Scientists Keep Antibiotics Working $400 Million Combined in Tax- Deductible Revenue Annually

15 Anti-Ag Activists Wayne Pacelle, HSUS President & CEO Gene Baur, Farm Sanctuary President

16 Support from Hollywood

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18 The Faith Outreach program of The Humane Society of the United States seeks to engage people and institutions of faith with animal protection issues, on the premise that religious values call upon us all to act in a kind and merciful way towards all creatures. Why target people of Faith? Research commissioned by the Alliance shows: 1) They have sustained beliefs so once they believe in something, they are more committed 2) They traditionally contribute more money to charities, on the average 3) Animal cruelty issues appeal to their sense of compassion 4) Giving money may help appease guilt associated with knowing animals die for their benefit

19 Television Ad running on network TV & Fox News Network

20 HSUS State Level Tactics to Support Efforts Town Hall Meetings around the Country to promote agenda 200+ attendees in DC HSUS Full-time State Directors in 30+ states - full time job to lobby for HSUS agenda State Humane Lobby Days Coordinated days for HSUS members to visit state legislators

21 Campaigns Targeting Business for Change Continued Pressure on Retailers Stock Purchase - Shareholder Resolutions (Hormel, California Pizza Kitchen, McDonald s, Harris Teeter, etc.)

22 Animal Ag Alliance Role & Value

23 The Animal Agriculture Alliance s Role Established in 1987 to monitor animal rights organizations and provide a unified voice on behalf of ag & the food industry The Alliance Works to: FARM TABLE Connect stakeholders nationally & internationally Suppliers Producers Transporters Distributors/ Retailers/ Restaurants Processors Consumers Educate the public & media about agriculture s importance to our quality of life and our nation s security Animal Scientists Veterinarians Researchers/ Land Grant Universities Protect consumers right to choose their foods, along with farmers and ranchers right & ability to raise animals in the most humane way.

24 2010 BOARD OF DIRECTORS Associations Corporations American Farm Bureau Federation American Feed Industry Assn. Bayer Animal Health American National Cattlewomen, Inc. Cargill Animal Nutrition American Sheep Industry Assn. Elanco Animal Health American Veal Association Kent Feeds Group Coalition to Support Iowa s Farmers Intervet/Schering Plough Animal Health Nat l Cattlemen's Beef Assn. Monsanto Company National Chicken Council Morning Fresh Farms National Milk Producers Fed. Murphy-Brown, LLC National Pork Board North American Nutrition Companies, Inc. National Pork Producers Council PIC USA National Turkey Federation Tyson Foods, Inc. United Egg Producers Vance Publishing Food 360 United Soybean Board U.S. Poultry & Egg Association

25 Key Issue Expertise & Outreach Primary spokesperson to media and decision makers on: Response to the Pew Commission Report Farm animal welfare/animal rights stories: Voice of America, USA Today, Wall Street Journal, Des Moines Register, NPR, WRAL- TV, etc. Go to organization for legislators, commissioners of ag, other groups for what s happening around the country and internationally on animal rights & animal welfare Go to organization for issue management guidance by stakeholders targeted by activist groups Invited Speaker at approximately meetings or conferences per year Conferences on Issues Facing Industry

26 Educating & Coalition Building Host Annual Stakeholders Summit April 28-29, 2010 Host Annual State Coalition Building Workshop Coordinated Roundtable Workshop for Producer Groups to Present AW Guideline Programs to USDA Officials Organized meetings with USDA-APHIS Administrator and other animal care officials re: USDA s plans relative to farm animal welfare

27 Key Issue Resources

28 Identifying Key Issues & Campaigns - Funding Research To Provide Strategic Intelligence to Members The Faith Outreach program of The Humane Society of the United States seeks to engage people and institutions of faith with animal protection issues, on the premise that religious values call upon us all to act in a kind and merciful way towards all creatures. Why target people of Faith? Research commissioned by the Alliance shows: 1) They have sustained beliefs so once they believe in something, they are more committed 2) They traditionally contribute more money to charities, on the average 3) Animal cruelty issues appeal to their sense of compassion 4) Giving money may help appease guilt associated with knowing animals die for their benefit

29 International Role Alliance serves as Liaison between broader group of Stakeholders (more than 45 stakeholder organizations) and USDA & OIE Alliance has coordinated stakeholder input, providing consensus comments to USDA & OIE, to guidelines on: Transportation Slaughter Animal Welfare Definition Resolutions from 2 nd AW Conference in Cairo Broiler chickens (still being developed) Beef Cattle (still being developed) Next Standards being established for: swine & dairy cattle (likely May 2011) Monitors OIE for Acceptance and Inclusion of USA comments OIE Animal Welfare Working Group Chair is Alliance member Participates in OIE AW Conferences representing USA perspective Strong Network of International Contacts

30 Investigation, Monitoring & Reporting

31 Intelligence & Details of Deceptive Fundraising campaigns Conclusion: HSUS reported that it raised $1.2 million from the Animal Survivors Fund campaign. It provided only $5,000 to Faye s caretaker for needed surgeries. Faye passed away on 12/28/09 after completing one of her needed surgeries. HSUS continued to feature images of the dog on its Web site and fundraising materials through January Where did the remainder of those funds raised on Faye go?

32 Intelligence, Security & Prevention Resources

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37 What You Can Do

38 In Your Community, You Should: Implement Animal Care Programs on Your Farm Train employees & hold them accountable Follow Alliance On Farm Security Recommendations Actively Tell Your Story Ensure Your Commitment and Shared Values are Known: Customers Legislators & Regulators (local, state & federal) - especially urban their constituents eat too! Community Local Law Enforcement Media Share positive Information about Agriculture Participate in & Sponsor Community Events

39 Know the Opposition to Respond Appropriately

40 Breakdown of 2008 Expenditures: Expose HSUS real animal rights agenda Contribution Income in 2008 $86,727,035 (up from $85,224,988 in 2007) NET Assets at end of 2008 $162,217,144 (down from $204,868,764 in 2007) Almost $20 million on campaigns, legislation, and litigation $24 million on fundraising, including $4 million on professional fundraisers Over $30.9 million in salaries, wages, and other employee compensation Total grant allocation, less than $4.7 million. And of that, almost half went to a political campaign committee called Californians for Humane Farms, the main lobbying organization for CA s Proposition 2 Only a little more than $450,000 just half of one percent of its total budget in grants to organizations providing hands-on care to dogs & cats. Source: HSUS Tax Form Center for Consumer Freedom, Dec 2009

41 Expose HSUS Resources

42 Globally, You Should: Become an Activist for Agriculture! Develop A Company/Farm Website Great, inexpensive way to tell neighbors, customers, suppliers and other interested parties who you are (and are not) Free website development Make animal welfare & environmental stewardship prominent features Get Active in Social Networking: FaceBook, Twitter, My Space, YouTube, etc.

43 A picture is worth a thousand words

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46 Why social media? does tweeting from the tractor have an impact?

47 Estimated Internet Users December ,802,330, % Penetration in N. America

48 80 million+ users

49 60% of Facebookers are 25+ and fastest demographic is women over 45 75% of Americans get news forwarded to them through or social media Twitter gets 300,000 new users everyday

50 More than 50 million tweets everyday, and oink made the top ten.

51 Social Networking Increases Website Hits Providing Ability to Share More Info

52 Case Study of the Power of Social Media

53 The Power of FaceBook Ag responds to the announcement of Yellow Tail Winery s donation of $100,000 to HSUS

54 Video is even better

55 Response from Yellow Tail Dear Ms Johnson Smith: I am writing to thank you for your feedback regarding our [tails] for tails program. The spirit and intention of our donation to the Humane Society of the United States was for the celebration of animals. Being farmers ourselves we support those who care for their land and their environment, just as we do. We are proud of our rural heritage and value a solid relationship with agricultural communities around the world. [yellow tail] is committed to the plight of animals in need, and we know that animal welfare groups work in different ways to advance their cause. We are interested in the welfare of animals, and in financially supporting animal welfare causes that provide direct care services to help animals, not on taking positions on any animal lobbying issues. We pledge to you that any future support for animal welfare will go to organizations specifically devoted to hands-on care, such as rescue, sterilization, feeding, or disaster assistance. Like the wines we produce, we are friendly Australians who enjoy bringing people together, and look forward to doing so through our annual spring and summer promotional campaign [tails] around the barbecue and our holiday enter[tail]ing campaign. We very much value your opinion and wish to thank-you for your honesty. Sincerely, [yellow tail] customer Service Team Yellow Tails Actions in Response to Alliance Request: 1) Agreed that no funds would be given to HSUS in the future 2) Canceled its planned store display advertising featuring HSUS logo 3) Removed press release about the partnership from YT s website 3) Issued a public statement indicating future funding would not go to HSUS or any activist group and announced its next ad campaign would feature barbeque

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57 [yellow tail] Initiative Led to Future Successes

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59 Take Aways Opposition is Aggressive & Not Going Away We Must Remain Vigilant Ag & Food Groups Must Unify We Must Become Proactive & Step out of our Comfort Zones Share Positive Stories & Talk to Policy Makers, Customers, Consumers Expose the Activists/Opposition Hold all Detractors Accountable

60 Join the Alliance! (703) Thank you!