January 2023
This month, Mercy For Animals released an eye-opening investigation into Brazilian chicken farms, helped promote Veganuary, formed a partnership to bring more plant-based meals to Brazilian children, and held Kroger accountable for its broken promise. We also saw progress on the legislative front in the United States.
Exposing the Secret Lives of Farmed Chickens
Brazil
A new Mercy For Animals investigation reveals the horrific reality for chickens at three large Brazilian farms. Footage shows chickens living in crowded conditions, some with exposed skin and others who can’t stand. Mercy For Animals collaborated with French media outlet Groupe M6 for this investigation, which was featured on the television show Capital, reaching two million viewers. The Brazilian team has created a petition urging the government to protect chickens with meaningful regulations.Boosting Veganuary
United States and Mexico
In the United States, Mellow Mushroom, a restaurant chain specializing in stone-baked pizzas, launched a 19-ingredient “build your own vegan pizza” option for Veganuary. Mellow Mushroom also introduced a new vegan dining-room menu. In Mexico, the Mercy For Animals team directed more than 1,000 people to the Veganuary campaign through our EligeVeg website.
Bringing Plant-Based Meals to Brazilian Schools
Brazil
Mercy For Animals entered into a new food-policy partnership with the city of Caruaru. Once fully implemented, the program will replace nearly five million animal-based meals in city schools each year with plant-based ones.Calling On Kroger to Keep Its Promise
United States
Mercy For Animals took out a full-page ad in the Wall Street Journal calling on Kroger to keep its promise to create a 100 percent cage-free egg supply chain by 2025. The ad was in response to Kroger’s announcement last year that the company no longer planned to meet this goal despite having promoted it to the public and investors for more than six years. Mercy For Animals also took out full-page ads in the Cincinnati Enquirer, the leading newspaper where Kroger is headquartered.
Making Legislative Progress
United States
Three state bills were recently introduced for the 2023 legislative session. In Connecticut, Rep. Mary Mushinsky introduced a climate-friendly food-purchasing bill (HB 6492) that would task the state with reducing its food-related greenhouse gas emissions by purchasing more plant-based foods. Purchasing such foods through government contracts could also support the local economy and promote public health and equity.In Oregon, Rep. Mark Gamba introduced an aquaculture act (HB 2655) aimed at regulating certain environmental and welfare aspects of large-scale aquatic animal farming operations. The bill would ban marine net pens and establish welfare requirements for some farmed aquatic animals. Another Oregon bill, HB 2667, introduced by Rep. Zach Hudson, would prohibit developing new large concentrated animal feeding operations (CAFOs) and expanding existing ones.
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.320
Volunteer Hours Logged
Brazil: 148
Mexico: none this month
United States: 172
140
Volunteer Actions Completed
Brazil: 140
Mexico: none this month
United States: none this month
30
Active Volunteer Communities
Brazil: 29
Mexico: 0
United States: 1
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.4.3 MILLION
Social Media Impressions
Brazil: 895,376
Mexico: 211,692
United States: 3.1 million
India: 64,279
1.7 MILLION
Online Video Views
Brazil: 318,419
Mexico: 61,760
United States: 1.3 million
India: 1,111
43
Media Mentions
Brazil: 4
Mexico: 1
United States: 38
6
Media Hits in Top 50 Outlets
Brazil: none this month
Mexico: none this month
United States: 6