The Animal Agriculture Alliance works to protect animal agriculture from activist groups' agendas. In 2010, activist groups pursued various legislative goals including banning certain animal housing practices and antibiotic use. They also promoted ballot initiatives in several states. The Alliance connects stakeholders in animal agriculture, educates the public about modern farming practices, and provides resources and expertise to address issues raised by activists. It monitors activist groups' strategies and campaigns targeting the religious community, businesses, legislators, and consumers.

1. Animal Welfare Initiatives
Activists’ Agendas and Industry Actions
Kay Johnson Smith
Executive Vice President, Animal Agriculture Alliance

2. Retailers
Restaurants
Food
Health
Scares
Humane
Education
Religious
& Thought
Leaders
Elections
Legislation
Regs
Using Ag
Experts
Lawsuits
Purchasing
Stock
Violence
Terrorism
Undercover
Employment
& Video
Animal Ag
& Food
U.S. Animal Agriculture is Under Siege
Ballot
Initiatives
Impact of
CAFOs
Internet/
Youth

3. 2009
Was A Year for Change &
A Year for Many Challenges
Legislative
Legal
Undercover Videos
2010
A Year for Agriculture to Step Up Its Game

4. Activists Feeling Empowered in 2010
New Administration
Cass Sunstein named as Chief Regulatory Czar
Congress – Re-Established Animal Protection Caucus
Several Significant “Wins” at State Level in 2009
Funding for Animal Rights Grew– even in a recession

6. Key National Activist Goals
 Establish new position in the White House called the
Animal Protection Liaison
 Establish national animal welfare standards
 HR 4733 – Prevention of Farm Animal Cruelty Act
 Ban sub-therapeutic treatment use of antibiotics
 HR 1549 – Preservation of Antibiotics for Medical Treatment Act
 Criminalize transportation & selling of horses intended for
slaughter for human consumption
 HR 503 – Prevention of Equine Cruelty Act - Judiciary Committee’s
Subcommittee on Crime, Terrorism, and Homeland Security
 Regulate transportation of all farm animals
 Establish federal farm animal anti-cruelty laws
 Repeal the Animal Enterprise Terrorism Act

7. ―We end this year with a record-breaking 121 new animal
protection laws enacted, shattering the previous record
number of 93 new laws in 2008.‖

8. State Legislation Driven by Activists
 2002 – Florida Ballot Initiative amended state constitution to ban
sow gestation stalls
 2004 – NJ DoA completes farm animal welfare guidelines,
although legally challenged by activists
 2006 – Arizona Ballot Initiative bans sow gestation stalls and veal
stalls
 2007 – Oregon Legislature bans sow gestation stalls
 2008 – Colorado Legislature bans sow gestation stalls, veal stalls
 2008 – California Ballot Initiative (Prop 2) bans confinement of
veal, sows, layer hens
 2009 – Maine Legislature bans cages for hens, sow gestation
stalls, veal stalls
 2009 – Michigan Legislature bans cages for hens, sow gestation
stalls and veal stalls

9. States’ Legislative or Ballot Initiative Status
B
B
L
L
B* B- Animal rights ballot
initiatives passed - FL,
AZ, CA, MA (greyhounds)
AB – Ag initiated
Ballot Initiative - OH
L- Legislative Action
taken to establish
farm production
standards or to avoid
animal rights ballot
initiatives – NJ, CO,
OR, ME, MI
B
L
L
L
AB

10.  Creates an Animal Abuser Registry
 Tennessee: S.B. 182 & H.B. 385 (defeated)
 California: SB 1277
 Rhode Island: H7768
 Proposed Legislative Measures Similar to CA Prop 2
 Illinois: SB 1337
 Massachusetts: HB 815
 New York: A 8163
 Rhode Island: HB 6133; H7769
 CA: AB 1437 – Would apply Prop 2 standards to all eggs
imported into CA
 Establishes farm animal care standards
 Nebraska: LB 865 - Livestock Animal Welfare Act
 New York: A 8597 – sets restrictive standards for farm animal care
Proposed Anti-Ag Legislative Initiatives - 2010

11. Proposed Anti-Ag Legislative Initiatives - 2010
 IL: SB 139 - tail docking and ear cropping constitute ―animal torture‖
unless performed by a veterinarian for a medical reason
 VT: S230 – A representative of the HSUS or a VT humane society must
be present when livestock are bled or slaughtered.
 KY: HB 225 - Allows for forfeiture of animals involved in cruelty & torture
cases; prohibits ownership or possession of animals of the same
species for two years
 WI: AB 747 - Changes the definition of cruel from ―means causing
unnecessary and excessive pain or suffering…‖ by adding the words
―OR FAILING TO PREVENT‖. Requires veterinarians be called if an
animal falls – otherwise a felony. Hunting, trapping, or slaughtering
animals for food in front of a child, could constitute a Class C felony.

12. Members Include:
2 Veterinarians
Cow/calf operator
Dairy producer
Soybean grower
SPCA rep
Dean, OSU Food
& Ag
Assoc Professor,
OSU Food & Ag
A Farmer
OH Food Bank –
Second Harvest
USDA
1 farmer
OH Dept of Ag

13. Proposed Pro-Ag/Animal Use Legislative
Initiatives - 2010
 Establishes State Livestock Care Boards or Designates
State Animal Health Commission with Farm Animal Care
Authority
 Indiana: SB 116, SB 343 – Animal Health Commission
 Oklahoma: HB 2345 – Livestock Care Board
 Kentucky: SB 105 – Livestock Care Board
 West Virginia: Livestock Care Board
 Idaho: Livestock Board
 AZ: HCR 2008 - Arizona's Right to Hunt and Fish
Constitutional Amendment

14. “Non-Profit” Activist Groups
 HSUS
 PETA
 Farm Sanctuary
 Compassion Over Killing
 Mercy for Animals
 In Defense of Animals
 Farm Animal Reform Movement
 Physicians Committee for Responsible Medicine
 Animals Angels
 Viva! USA
 Global Animal Partnership
 United Poultry Concerns
 Hugs for Puppies (cover name for ALF spokes-group)
 Institute for Animals & Society (former) Animal Rights Network
 GRACE Project – ―The Meatrix‖
 Pew Commission on Industrial Farm Animal Production
 Union of Concerned Scientists
 Keep Antibiotics Working
$400 Million
Combined in Tax-
Deductible Revenue
Annually

15. Anti-Ag Activists
Wayne Pacelle, HSUS
President & CEO
Gene Baur, Farm
Sanctuary President

16. Support from Hollywood

18. The Faith Outreach program of The Humane
Society of the United States seeks to
engage people and institutions of faith with
animal protection issues, on the premise that
religious values call upon us all to act in a
kind and merciful way towards all creatures.
Why target people of Faith?
Research commissioned by the Alliance shows:
1) They have sustained beliefs – so once they believe in something, they are
more committed
2) They traditionally contribute more money to charities, on the average
3) Animal cruelty issues appeal to their sense of compassion
4) Giving money may help appease guilt associated with knowing animals die
for their benefit

19. Television Ad running on network TV & Fox News Network

20. HSUS State Level Tactics to Support Efforts
 Town Hall Meetings around the Country to promote agenda
 200+ attendees in DC
 HSUS Full-time State Directors in 30+ states - full time job
to lobby for HSUS’ agenda
 State Humane
Lobby Days –
 Coordinated days for
HSUS members to
visit state legislators

21. Campaigns Targeting Business for Change
 Continued Pressure on Retailers
 Stock Purchase - Shareholder Resolutions (Hormel, California
Pizza Kitchen, McDonald’s, Harris Teeter, etc.)

22. Animal Ag Alliance Role & Value

23. The Animal Agriculture Alliance’s Role
Established in 1987 to monitor
animal rights organizations and
provide a unified voice on
behalf of ag & the food industry
The Alliance Works to:
 Connect stakeholders –
nationally & internationally
 Educate the public & media
about agriculture’s importance to
our quality of life and our nation’s
security
 Protect consumers’ right to
choose their foods, along with
farmers’ and ranchers’ right &
ability to raise animals in the most
humane way.
FARM TABLE
Suppliers Producers Transporters
Distributors/
Retailers/
Restaurants
Processors Consumers
Animal
Scientists
Veterinarians
Researchers/
Land Grant
Universities

24. 2010 BOARD OF DIRECTORS
Associations Corporations
American Farm Bureau Federation
American Feed Industry Assn. Bayer Animal Health
American National Cattlewomen, Inc. Cargill Animal Nutrition
American Sheep Industry Assn. Elanco Animal Health
American Veal Association Kent Feeds Group
Coalition to Support Iowa’s Farmers Intervet/Schering Plough Animal Health
Nat’l Cattlemen's Beef Assn. Monsanto Company
National Chicken Council Morning Fresh Farms
National Milk Producers Fed. Murphy-Brown, LLC
National Pork Board North American Nutrition Companies, Inc.
National Pork Producers Council PIC USA
National Turkey Federation Tyson Foods, Inc.
United Egg Producers Vance Publishing – Food 360°
United Soybean Board
U.S. Poultry & Egg Association

25. Key Issue Expertise & Outreach
 Primary spokesperson to media and decision makers on:
 Response to the Pew Commission Report
 Farm animal welfare/animal rights stories: Voice of America, USA
Today, Wall Street Journal, Des Moines Register, NPR, WRAL-
TV, etc.
 Go to organization for legislators, commissioners of ag,
other groups for ―what’s happening‖ around the country
and internationally on animal rights & animal welfare
 Go to organization for issue management guidance by
stakeholders targeted by activist groups
 Invited Speaker at approximately 50 – 75 meetings or
conferences per year Conferences on Issues Facing
Industry

26.  Host Annual Stakeholders
Summit – April 28-29, 2010
 Host Annual State Coalition
Building Workshop
 Coordinated Roundtable Workshop for Producer Groups
to Present AW Guideline Programs to USDA Officials
 Organized meetings with USDA-APHIS Administrator
and other animal care officials re: USDA’s plans relative
to farm animal welfare
Educating & Coalition Building

27. Key Issue Resources

28. Identifying Key Issues & Campaigns - Funding Research
To Provide Strategic Intelligence to Members
Why target people of Faith?
Research commissioned by the Alliance shows:
1) They have sustained beliefs – so once they believe in something, they are
more committed
2) They traditionally contribute more money to charities, on the average
3) Animal cruelty issues appeal to their sense of compassion
4) Giving money may help appease guilt associated with knowing animals die
for their benefit
The Faith Outreach program of The
Humane Society of the United States
seeks to engage people and institutions
of faith with animal protection issues, on
the premise that religious values call
upon us all to act in a kind and merciful
way towards all creatures.

29. International Role
 Alliance serves as Liaison between broader group of Stakeholders
(more than 45 stakeholder organizations) and USDA & OIE
 Alliance has coordinated stakeholder input, providing consensus
comments to USDA & OIE, to guidelines on:
 Transportation
 Slaughter
 Animal Welfare Definition
 Resolutions from 2nd AW Conference in Cairo
 Broiler chickens (still being developed)
 Beef Cattle (still being developed)
 Next Standards being established for:
swine & dairy cattle (likely May 2011)
 Monitors OIE for Acceptance and Inclusion of USA comments
 OIE Animal Welfare Working Group Chair is Alliance member
 Participates in OIE AW Conferences representing USA perspective
 Strong Network of International Contacts

30. Investigation, Monitoring & Reporting

31. Intelligence & Details of Deceptive Fundraising campaigns
Conclusion:
 HSUS reported that it raised $1.2 million from the “Animal
Survivors Fund” campaign.
 It provided only $5,000 to Faye’s caretaker for needed surgeries.
 Faye passed away on 12/28/09 after completing one of her
needed surgeries.
 HSUS continued to feature images of the dog on its Web site and
fundraising materials through January 2010.
Where did the remainder of those funds raised on Faye go?

32. Intelligence, Security & Prevention Resources

37. What You Can Do

38.  Implement Animal Care Programs on Your Farm
 Train employees & hold them accountable
 Follow Alliance On Farm Security Recommendations
 Actively Tell Your Story – Ensure Your Commitment and
Shared Values are Known:
 Customers
 Legislators & Regulators (local, state & federal)
- especially urban – their constituents eat too!
 Community
 Local Law Enforcement
 Media
 Share positive Information about Agriculture
 Participate in & Sponsor Community Events
In Your Community, You Should:

39. Know the Opposition to Respond Appropriately

40. Contribution Income in 2008
$86,727,035 (up from $85,224,988 in 2007)
NET Assets at end of 2008
$162,217,144 (down from $204,868,764 in 2007)
Breakdown of 2008 Expenditures:
 Almost $20 million on ―campaigns, legislation, and litigation‖
 $24 million on fundraising, including $4 million on professional fundraisers
 Over $30.9 million in salaries, wages, and other employee compensation
 Total grant allocation, less than $4.7 million. And of that, almost half
went to a political campaign committee called ―Californians for Humane
Farms,‖ the main lobbying organization for CA’s ―Proposition 2‖
 Only a little more than $450,000 — just half of one percent of its total
budget — in grants to organizations providing hands-on care to dogs &
cats.
Source: HSUS 2008 990 Tax Form
Center for Consumer Freedom, Dec 2009
Expose HSUS’ real animal rights agenda

41. Expose HSUS Resources
www.AnimalAgAlliance.org
www.humanewatch.org

42.  Develop A Company/Farm Website
 Great, inexpensive way to tell neighbors, customers,
suppliers and other interested parties “who you are” (and
are not)
 Free website development www.officelive.com
 Make animal welfare & environmental stewardship
prominent features
 Get Active in Social Networking:
FaceBook, Twitter, My Space,
YouTube, etc.
Globally, You Should:
Become an Activist for Agriculture!

43. A picture is worth a thousand
words…

46. Why social
media?
… does tweeting from the tractor have an
impact?

47. Estimated Internet
Users
December 2009
1,802,330,457
76.2%
Penetration
in N. America

48. 80 million+ users

49. 60% of Facebookers are 25+ and fastest
demographic is women over 45
75% of Americans get news forwarded to them
through email or social media
Twitter gets 300,000 new users everyday

50. More than 50 million
tweets everyday, and
oink made the top ten.

51. Social Networking Increases
Website Hits
Providing Ability to Share More Info

52. Case Study of the Power of Social Media

53. The Power of FaceBook
Ag responds to the announcement of Yellow Tail Winery’s donation of
$100,000 to HSUS

54. http://www.mixx.com/videos/10975457/youtube_yellow_tail_is_now_yellow_fail
Video is even better…

55. Dear Ms Johnson Smith:
I am writing to thank you for your feedback regarding our [tails] for tails program.
The spirit and intention of our donation to the Humane Society of the United States was for the
celebration of animals. Being farmers ourselves we support those who care for their
land and their environment, just as we do. We are proud of our rural heritage and value
a solid relationship with agricultural communities around the world.
[yellow tail] is committed to the plight of animals in need, and we know that animal welfare
groups work in different ways to advance their cause. We are
interested in the welfare of animals,
and in financially supporting animal
welfare causes that provide direct
care services to help animals, not
on taking positions on any animal
lobbying issues. We pledge to you
that any future support for animal
welfare will go to organizations
specifically devoted to hands-on care,
such as rescue, sterilization, feeding, or
disaster assistance.
Like the wines we produce, we are friendly Australians who enjoy bringing people together,
and look forward to doing so through our annual spring and summer promotional
campaign ―[tails] around the barbecue‖ and our ―holiday enter[tail]ing‖ campaign. We
very much value your opinion and wish to thank-you for your honesty.
Sincerely,
[yellow tail] customer Service Team
Response from Yellow Tail
Yellow Tails Actions in
Response to Alliance Request:
1) Agreed that no funds
would be given to HSUS in
the future
2) Canceled its planned
store display advertising
featuring HSUS’ logo
3) Removed press release
about the partnership from
YT’s website
3) Issued a public statement
indicating future funding
would not go to HSUS or
any activist group and
announced its next ad
campaign would feature
barbeque

57. [yellow tail] Initiative Led to
Future Successes

59. Take Aways
 Opposition is Aggressive & Not Going Away
 We Must Remain Vigilant
 Ag & Food Groups Must Unify
 We Must Become Proactive & Step out of
our Comfort Zones
 Share Positive Stories & Talk to Policy
Makers, Customers, Consumers
 Expose the Activists/Opposition
 Hold all Detractors Accountable

60. www.animalagalliance.org
(703)562-5160
Thank you!
Join the Alliance!