[0:00]Ending the abuse of animals raised for food is a huge challenge. So our theory of change maps the steps we'll take to achieve our mission. We use hard-hitting campaigns, media coverage, lobbying, and direct dialogue with the food industry to secure stronger protections for animals. We will collaborate with other organizations to help build the movement and convince companies to use fewer and fewer animal products. This will lead to all major supermarkets signing the Better Chicken Commitment, a set of standards aimed at getting rid of the very cruelest practices inflicted on chickens. All major companies will stop using cages for hens, and eventually, the government will outlaw them. Companies will feel pressure to improve welfare for fishes, and there will be new laws to reduce their suffering. Then, the UK public will rally against cruelty to chickens, and the number of chickens raised will reduce every year. There will be a complete ban on cages for animals raised for food. The public will sway against factory-farmed fish, and no new fish farms will be built. The industry will commit to improved fish welfare standards. Companies will feel pressure to shift towards plant-based alternatives. Fewer animals will be farmed, and the entire industry will start to transition from factory farming to higher welfare. Eventually, all major companies will meet the Better Chicken Commitment as a complete minimum, and there will be enhanced legal protections for chickens. Factory farming will become less and less viable and socially acceptable. Plant-based protein products will become more accessible than animal products, and the overall number of animals farmed will significantly decline. The impact of this will be huge.
[2:00]All broiler chickens will have natural light, space, and objects to play with, and there will be no more fast growing franken chickens. The immense suffering of farmed fishes will have been drastically reduced. No animal raised for food will ever be caged again, and the number of animals on farms will shrink year-on-year with plant-based alternatives soaring. And this progress will be reflected around the world.
