Our Signature Initiatives
Our signature initiatives reflect our commitment to innovation, collaboration, and maximum impact.
Transfarmation
A Farmer-Led Movement for a Better Food System
Got Misery?
‘Got Misery?’ exposes the cruelty hidden inside the industrial dairy system and challenges the myths the industry uses to disguise suffering. Through undercover investigations and public pressure, this effort reveals the painful reality of how cows and calves are treated, demands transparency from dairy’s marketing machine, and motivates people to reject deception and build a kinder, dairy-free future.
Take Action For Mother Cows
Uncage the Future
A Global Push to End Extreme Confinement
Uncage the Future is a global platform working to end the use of cages in industrial egg production by holding food companies accountable to their cage-free commitments. The campaign exposes broken promises, mobilizes public pressure, and drives measurable progress—helping transform corporate pledges into real change for millions of hens worldwide.
ChooseVeg
Find everything you need to eat plant-based.
Our ChooseVeg website offers support to people on their journeys to eating more plant-based. Find recipes and nutritional advice—even tips for eating plant-based at family gatherings. To learn the what, why, and how of veg eating, check out our free How to Eat Veg guide.
