Post on 30-May-2020
OUR MISSION
The Alliance MONITORS animal rights activist and other detractor groups and ENGAGES proactively in those same spaces.
Alltech American Farm Bureau Federation
Bayer Animal Health American Feed Industry Assn.
Cattle Empire LLC American National Cattlewomen
Cooper Farms American Sheep Industry Assn.
Diamond V American Veal Association
Elanco Animal Health Iowa Soybean Association
Genus/PIC/ABS National 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
Potash Corp. National Turkey Federation
Vance Publishing United Egg Producers
Zoetis United Soybean Board
Dr. Robert Hagevoort, NMSU U.S. Poultry & Egg Association* Charleston/Orwig *chair
BOARD OF DIRECTORS
“Nothing is more important than
promoting veganism."
Paul Shapiro, HSUSVice President, Farm Animal Protection(founder - Compassion Over Killing)
Josh Balk, HSUSDirector of Corporate Policy(formerly with Compassion
Over Killing)
“The way for farm animals to be happy would be to stop eating them.”
Bruce Friedrich, Farm Sanctuary Director of Policy & Advocacy(formerly with PETA)
“Veganism must become the world baseline.”
ANIMAL RIGHTS IN THE U.S. TODAY
“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 Sanctuary2013 Animal Rights Conference
Reasonablemajorityis here
Antagonistsare there
You arehere
Antagonists
TARGET CONSUMERS, CUSTOMERS,
POLICY MAKERS, INVESTORS
SHEEP INDUSTRY CONTINUES TO BE A TARGET
ANIMAL rights activists have targeted the successful Australia Day lamb promotion through video footage allegedly taken at Victorian abattoirs about nine months ago. Separate videos posted on social media by Animal Liberation Victoria and AussieFarms took umbrage to the long-running Meat and Livestock Australia (MLA) marketing campaign to increase lamb consumption around the patriotic national holiday.
The imagery was captured inside an abattoir facility, with date-stamp information from 01/05/2014 to 28/04/2014.
75 “undercover” activist videos on farms/meat processing plants in USA & Canada
Of those, over 60 in the past 10 years
UNDERCOVER VIDEOS IN NORTH AMERICA
BIG BUSINESS FOR ACTIVISTS
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
“UNDERCOVER” VIDEOS
BIG BUSINESS FOR ACTIVISTS
WHY UNDERCOVER VIDEOS
Support the Activist Legislative Agenda
Disparage ALL modern farms and animal industries
Create Fear and Mistrust by Consumers/Customers
Disrupt Farm Business, often forcing sale of business or loss of contract with customers
FUNDRAISING
Create Fear by a Brand Name Company
ANIMAL RIGHTS – BIG BUSINESS
As animal-rights advocates focus on the financial-risk angle instead of merely animal treatment, they “are getting a bit more savvy with respect to what shareholders are wanting to support,” said Courteney Keatinge, senior environmental, social and governance analyst at Glass Lewis.
Wall Street Journal, January 26, 2015
ANIMAL WELFARE, TRAINING,
CRISIS MANAGEMENT, COMMUNICATIONS,
ADVOCACY
MUST BECOME PART OF YOUR
BUSINESS PLAN
Review all Company Operations & Policies Honestly:
Find Solutions to Any Animal Handling & Care Problems
- Seek counsel from animal handling specialists
- Implement an Animal Care & Handling Program
– Documented Best Practices
Find Solutions to any Environmental Problems
- Ensure good stewardship and good neighbor relations
- Look at farm & practices from outsider’s perspective
Identify vulnerabilities
Conduct Self-Audits
(even your own undercover audits)
CRISIS PREVENTION/MANAGEMENT
Thoroughly Screen All Job Applicants – know who you’re hiring: check their references, background checks
Red Flags to Watch For:
Those looking for temporary work
Willingness to work for free
License plates from out-of-state
Use of college/university identification
Overly or inappropriately educated for the position applied for
Report ALL suspicious visitors, cars, calls, applicants for jobs to your state
association and the Animal Ag Alliance
- Provide details: names, car make/model/license
plate, time, date, appearance, etc.
PROTECT YOUR ANIMALS & YOUR BUSINESS
PROTECT YOUR ANIMALS & YOUR BUSINESS
- Ask the right questions to ID potential activists
- Include a statement on job applications – that must be signed: “All information provided is true and correct under penalty of
perjury.” or “Any false statements will be grounds for termination.”
- Ignore letters, calls, emails from activists asking to meet
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
– Shadow new employees with access
– Hold employees accountable
PROTECT YOUR ANIMALS & YOUR BUSINESS
CRISIS PREPARATION Plan in advance your communications plan and statement
Designate one spokesperson and ensure all employees know
If you are the “next You Tube” sensation – Activist video
Contact customers immediately
Be honest with media and other inquiries
Get in front of video release – invite media to tour
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
Take actions to prevent problems in the future
Keep public/customers up-to-date on your actions
• Farm Security Mobile App for Members
– Interview questions
– Red Flags
– Activists Profiles
– Crisis Management
– Daily News Clips
– Push Notifications that will serve as Alerts with new information
STAKEHOLDER SECURITY
- Hold employee briefings in advance to ensure everyone knows how to respond to “tough questions” when away from farm and understands your commitment to animal care and stewardship
- Be Transparent – Take Away the Mystery
Get to know your legislators (yours & those in urban districts) – before you need them
Get to know local law enforcement
Engage and support your local community and business clubs
Have an online presence: Facebook, Website, Twitter, Instagram and provide updates on actions taken
Host an open house or provide virtual tours
Regularly meet with customers – provide tours if possible
- Highlight Animal & Environmental Care
PROACTIVE COMMUNICATIONS
PROACTIVE COMMUNICATIONSBLOGGER ENGAGEMENT
“Whether or not your organization takes mommy bloggers (or social media generally) seriously, ignoring the power of this new metaphor for collaborating and learning might be a big mistake.”
Invited Speakers
• National Geographic “Future of Food”
• Undercover Boss – CA Dairy Farmer
• Journalists/Media
• Sustainability Panelists: Nestle, DMI, USPoultry
• Social Media
• Innovative Ways to Connect with Consumers/Customers
LEARN MORE
May 6 – 7, 2015 Kansas City, MO