We work with the food industry to improve animal welfare and keep animals in an environment where they can benefit from a live worth living.
Plants and plant-based food products can balance the need to feed the growing global population, while reducing harms to animals and the environment. More people can enjoy nutritious, economical food, without straining the natural world. A predominantly plant-based diet is also an inherently more efficient use of resources as it lessens biodiversity destruction and avoids the need to set aside land to produce feed for factory farmed animals.
Through multiple streams of action, we will activate a world-wide movement and transition away from factory farming by:
- Mobilizing consumers to switch to plant-based products, achieving a 10 percent reduction in animal protein consumption by 2023. In addition to the benefits for animals, we will emphasize the health advantages of eating less animal-based protein.
- Demonstrating the viability of humane and sustainably sourced protein and moving major retailers to offer a greater variety of plant-based products. We can provide compelling evidence supporting the feasibility of the global meat alternative market, which is estimated to be worth $140 billion in the next ten years. We can show that there is growth potential for companies that offer consumers alternatives to animal-based protein.
- Moving major retailers to commit to sourcing higher welfare products from suppliers that adhere to the Farm Animal Responsible Minimum Standards (FARMS) as well as considering an expansion of FARMS to include fish, in addition to dairy and beef cows, meat chickens, laying hens and pigs. FARMS was co-developed by World Animal Protection, Compassion in World Farming and Humane Society International and outlines standards to achieve improved animal welfare in intensive farm systems whilst they still exist
The easiest way to find out where meat comes from is to ask – ask your supermarket, your favourite fast food restaurant, your local café. If they don't serve higher welfare, they should, so keep asking.