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August 2021

Monthly Impact Report

August 2021

The retail industry made positive strides for animals this month. In August, Mercy For Animals helped secure the global expansion of McDonald’s cage-free commitment and, in a milestone move, persuaded the largest grocery store in the United States to make progress for chickens. 

In Brazil, another retailer has pledged to eliminate the use of eggs in its products.

Forging Major Progress for Chickens

United States

Kroger—the largest supermarket chain in the United States—has taken meaningful steps to reduce some of the worst animal abuse in its supply chain. Kroger’s commitment covers 50 percent of birds sold under the company’s Simple Truth Natural and Organic brands, bans live-shackle slaughter, and gives birds more space. These first steps will reduce suffering for tens of millions of chickens raised for meat. 

After pressure from Mercy For Animals and partner groups, Sprouts adopted the Better Chicken Commitment. The grocery chain plans to end live-shackle slaughter, give chickens more space, offer environmental enrichments such as perches, and implement a third-party auditing system.

Natural Grocers has also agreed to fully implement the Better Chicken Commitment by 2026. They have over 150 stores in 20 states. While several groups engaged with Natural Grocers, recent increased pressure by Mercy For Animals persuaded the retailer to move forward with a public commitment.  

Urging People to Choose Plant-Based

Global

On the heels of an alarming climate report released by the U.N. Intergovernmental Panel on Climate Change, we created a video highlighting one of the major causes: methane gas from farmed animals. People can help limit greenhouse gas emissions by choosing plant-based foods.

Encouraging Innovation

Brazil

Mercy For Animals sponsored Congresso Abrasel, a food-industry event in Brazil focused on restaurant entrepreneurs. We held two live talks—one with plant-based entrepreneur Fábio Zukerman and one with The Good Food Institute Brazil. Our plant-based EscolhaVeg program also had its own web page for the online event to share helpful resources and guidance on joining the plant-based market.

Eliminating Cages for Hens

Global

Global food manufacturer J.M. Smucker updated its cage-free commitment to confirm that its global supply chain for companion-animal food products will be 100 percent cage-free by 2025. J.M. Smucker has already met its cage-free egg commitment for consumer food products. 

Liv Up, a meal-kit manufacturer and online grocery store in Brazil, has also announced a pledge to transition to cage-free eggs by 2024. This commitment includes products sold in its online marketplace and produced under its own brand label.

Normalizing Animal Welfare Expectations

Mexico

A Mercy For Animals survey on changes in consumer habits during the pandemic was featured in a new book published by Universidad Anáhuac, one of the best business universities in Mexico. The book, translated as Social Responsibility and Sustainability: Disruption and Innovation in the Face of a Changing Era, is available to download here.

Supporting Plant-Based Progress

Brazil

Nutfree Alimentos Saudáveis, an allergy-friendly food producer in southern Brazil, has pledged to stop using eggs in its products by 2023. Nutfree is the second company in just over two months to announce such a commitment. We estimate the new policy could spare several hundred hens each year the cruelty of life in a cage. Mercy For Animals will support Nutfree with adapting each of its recipes.

Building a Movement

Brazil, United States, Mexico

We believe that the world’s mightiest institutions will heed the call to reform when it comes from powerful and interconnected communities. That’s why our supporters are so important.

65

Volunteer Hours Logged

Brazil: 30
Mexico: none this month
United States: 35

11

Online Volunteer Action Completed

Brazil: 10
Mexico: none this month
United States: 1

28

Active Volunteer Communities

Brazil: 22
Mexico: 0
United States: 6

Growing Our Global Capacity

Through investigations and public engagement, Mercy For Animals opens eyes and hearts to the suffering farmed animals endure. Our videos, websites, and print resources empower people to join our mighty movement.

9.3 MILLION

Social Media Impressions

Mexico: 296,641
Brazil: 2.5 million
United States: 6.6 million

863,064

Online Video Views

Mexico: 10,342
Brazil: 253,401
United States: 599,321

3,708

One-Minute Facebook Video Views

Mexico: none this month
Brazil: 591
United States: 3,117

21

Media Mentions

Mexico: none this month
Brazil: 21
United States: none this month

1

Media Hit in Top 50 Outlets

Mexico: none this month
Brazil: 1
United States: none this month

New Videos Produced This Month

Why Cows Are Kept Pregnant

Chipotle Offers Vegan Chorizo!

Alarming New Climate Change Report

Mother Cows and Calves Separated Forever

DRONE Footage of America's Biggest Secret

VIEW OUR YEAR-TO-DATE PROGRESS AT

MERCYFORANIMALS.ORG/IMPACT

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“What keeps me focused is to remember that we are their only hope.”

—Camilla, an undercover investigator in Brazil