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July 2021

Monthly Impact Report

July 2021

Mercy For Animals continues to inspire meaningful change for chickens. In July, we secured our first global cage-free commitment and inspired more cage-free pledges from companies in South America. We also met with companies in Canada and stopped a dangerous reversal of animal protections. 

Securing New Animal Welfare Commitments

Global, Brazil, Latin America

After more than a year of conversations and precampaign activity, well-known Brazilian company Cepêra committed to going cage-free by 2025. The company makes and exports flavored mayonnaise and sauces to more than 15 countries.

In collaboration with other organizations in the Global Policy Working Group, we secured our first global cage-free commitment. Krispy Kreme confirmed it will source 100 percent cage-free eggs throughout its global supply chain by 2025.

After months of campaigning alongside partner organizations across Latin America, Mercy For Animals helped persuade one of South America’s largest retailers, Cencosud, to go cage-free in Chile. This comes after the company’s cage-free commitment in Brazil earlier this year. We continue to pressure Cencosud to expand its cage-free policy to the rest of its operations in Argentina, Colombia, and Peru.

Urging Better Prop 12 Regs

United States

Mercy For Animals submitted a formal comment to the California Department of Food and Agriculture regarding its proposed regulations for Prop 12. We argue that the regulations fail to uphold the purpose of the ballot initiative, which was to prevent animal cruelty, and therefore must be revised. 

We also signed on to an HSUS coalition comment that asserts the regulations are inadequate. This comment focuses largely on process and public health.

Stopping a Backpedal

Canada

Several years ago after undercover investigations and intense corporate engagement pressure by Mercy For Animals, the Retail Council of Canada (RCC)—a trade association representing Canada’s largest grocers—made public, time-bound commitments for its members to phasing out gestation crates for pigs and battery cages for laying hens from their supply chains. 

On March 29, 2021, the RCC publicly revoked these commitments, assigning total responsibility for corporate animal welfare policies to its individual members. In a coordinated effort on the same day, the country’s largest retailer, Loblaws, deleted its years-old cage-free and crate-free policies from its website. These developments represented an unprecedented threat to the success of animal welfare policy implementation in Canada.

But Mercy For Animals immediately took action. We contacted every major grocer in the country—including Loblaws, Sobeys, Metro, Save-On-Foods, and Walmart—and didn’t stop pushing until we met with them all. 

In response to public outcry, every retailer reinstated removed policies in some form on their website, updated existing statements to address the RCC issue, or mentioned reporting progress on their website in some form. 

We continue to work closely with these companies to ensure they are making headway on their animal welfare commitments.

Keeping Pressure on Costco

United States

Mercy For Animals continues to pressure Costco to commit to welfare standards for chickens raised for meat. Earlier this month we collaborated with The Humane League to host a Costco demonstration outside a Burbank Costco store.

Inspiring Plant-Based Fish

United States

After encouragement from our supporters and months of outreach from Mercy For Animals, Long John Silver’s announced its trial of plant-based seafood, including vegan fish fillets and crab cakes. We have ongoing actions through social and campaign channels to support a successful launch.

Influencing the Plant-Based Market

United States

Mercy For Animals participated in the food industry event Encuentro Virtual de la Industria Alimentaria. We exhibited and served as moderators of a roundtable about the future of food with a Mexican plant-based dairy company.

We also spoke at global consumer-packaged-goods company Ingredion’s virtual event Be Plant Based Week, sharing information about plant-based food and opportunities with 100 employees and collaborators.

In Brazil, our plant-based partnerships manager was interviewed for food industry magazine Bares & Restaurantes about the plant-based market and Mercy For Animals’ EscolhaVeg program. Distributed nationally, this magazine boasts a print circulation of 12,000 copies and over 30,000 monthly views online.

We strengthened our partnership with major Brazilian foodservice provider Exal. Hosting our first chef training with the company, we taught the Exal team how to prepare new plant-based 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.

132

Volunteer Hours Logged

Brazil: none this month
Mexico: none this month
United States: 132

2

Volunteer Actions Completed

Brazil: none this month
Mexico: none this month
United States: 2

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.

10.2 MILLION

Social Media Impressions

Mexico: 514,342
Brazil: 3.4 million
United States: 6.3 million

1.8 MILLION

Online Video Views

Mexico: 493,268
Brazil: 893,221
United States: 504,510

12,803

One-Minute Facebook Video Views

Mexico: 10,300
Brazil: 1,001
United States: 1,502

13

Media Mentions

Mexico: none this month
Brazil: none this month
United States: 13

0

Media Hits in Top 50 Outlets

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

New Videos Produced This Month

Costco Rotisserie Chicken Fan Shares Why She’s “Boycotting the Bird”

You Won't Believe This Sanctuary's New Training Method- Luvin Arms

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

—Camilla, an undercover investigator in Brazil