Activists Update/Activist Watch

Kay Johnson Smith, President & CEO

American Meat Science Association October 25, 2013

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org 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 Alliance Primary Roles To communicate the important Connect stakeholders across role of animal agriculture to our the food chain nation's economy, productivity, vitality, security and that animal Educate media and the and well-being is central to public producing safe, high-quality, Protect consumer choice and affordable food and other producers’ ability to provide products essential to our safe, affordable food daily lives.

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org American Farm Bureau Federation Alltech Inc. American Feed Industry Assn. Bayer Animal Health American National Cattlewomen Dr. Robert Hagevoort, NMSU American Sheep Industry Assn. Diamond V American Veal Association Elanco Animal Health Iowa Soybean Association Genus/PIC/ABS Nat’l Cattlemen's Beef Assn. Hy-Line North America National Chicken Council Merck Animal Health National Milk Producers Fed. Morning Fresh Farms, Inc National Pork Board

Murphy-Brown, LLC National Pork Producers Council 2013 Board of Directors of Board 2013

- Potash Corp. National Turkey Federation Vance Publishing United Egg Producers

United Soybean Board 2012 2012 U.S. Poultry & Egg Association

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Meet Animal Rights Leaders

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Wayne Pacelle, HSUS President & CEO

“HSUS’ goal is to be “a National Rifle Association of the animal rights movement.”

“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.” President /CEO — “Animal Rights Conference” July 2002 2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org 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

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org 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.”

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org 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

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Gene Baur, Farm Sanctuary Founder "I dream of a vegan world - that's where I want everything to go.“ -2010 Taking Action for Animals

“At Farm Sanctuary farm animals are friends not our food and being vegan is normal.” - 2012 Taking Action for Animals

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org 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."

-2010 Animal Rights Conference

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Paul Shapiro, HSUS Vice President of Farm Animal Protection

“Nothing is more important than promoting veganism."

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Animal Rights in the USA Today

$400+ Million

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Activist Rights in the USA - Today

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org 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 2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Primary Activist Tactics

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Strategic Tactic Against Ag: Illicit Employment & Videos

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Activists are Hiring!

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Undercover Videos in USA Big Business for Activists

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org “Undercover” Videos

Nathan Runkle Mercy for Animals “The lifeblood of Mercy For Animals is our undercover investigations of animal agriculture.”

-2011 National Conference to End Factory Farming

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Alliance Monitors Animal Rights Conferences

2013 Key Targets:

• Retailers and Restaurants

• Students—Elementary thru College

• Health Conscious Consumers

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org 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

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org 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.

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org 2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org 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

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Use of Social Media to Influence Public Opinion

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Influencing Public Opinion

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org “CHILDREN have been reduced to tears by a confronting protest featuring 200 animal carcasses in Federation Square.”

Melbourne, Australia October 1, 2013

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Blurring Lines Between Pets and Farm Animals

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org 2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org 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

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Influencing Retailers/Shareholders

MATT PRESCOTT, 26, is one of the pioneers of a new kind of corporate- savvy 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.

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org 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.

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org 2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Influencing Decision Makers

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org State Legislation or Ballot Initiatives

Initiative & Popular Popular Referendum only Initiative Constitutional Referendum No referendum or initiative Amendments only

B*

B/L

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Targeting Consumers

You are Antagonists Antagonists here are there Reasonable majority is here

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org But The Good News ….

97% of Americans eat meat, milk, and eggs

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org What You Can Do to Maintain Consumer Confidence

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Crisis Management, Communications, Advocacy Must Become Part of Your Business Plan

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Crisis Prevention/Management

Protect Your Animals & Your Business . 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: . 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

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Crisis Prevention/Management

Implement an Animal Care & Handling Program

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

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Crisis Prevention/Management

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 (even your own undercover audits)

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Communications

- 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  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

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Communications

. Ignore letters, calls, emails 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.)

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Giving Back – Builds Goodwill and Likeability

Utilize Social Media to Share Positive Stories

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Be Transparent – Take Away Mystery

Host an open house or provide virtual tours; refer to AMI’s Glass Walls

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org 2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org 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

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Working Together, Taking Action and Being Proactive in Telling Your Story Will Make a Difference

But Don’t Wait!!

2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org Join the Alliance! Email: [email protected] Phone: (703)562-5160 Website: www.AnimalAgAlliance.org

http://www.twitter.com/animalag

http://www.facebook.com/animalagalliance

http://www.youtube.com/animalagalliance

Real Farmers Real Food

http://pinterest.com/animalag 2101 Wilson Blvd, Suite 916-B Arlington, VA 22201 (703)562-5160 animalagalliance.org