PETA is the world's largest animal rights organization with over 2 million members. It campaigns against animal cruelty in factory farming, fur and leather production through high-profile initiatives. One initiative promotes vegetarian and vegan lifestyles through celebrity endorsements and educational materials to save animal lives. PETA also investigates and publicizes occurrences of animal cruelty, such as a recent investigation revealing neglect and inhumane conditions at a ferret breeding facility. Another initiative pressures circuses to retire veteran elephants from performance through advocacy led by actress Cloris Leachman, as these elephants regularly suffer beatings and stress.

1. PETA’s Proactive Approach to Animal Rights
Jeffrey Pincus is a longstanding supporter of a number of nonprofit organizations, including the
American Cancer Society, the United Way, and People for the Ethical Treatment of Animals (PETA). The
world’s largest animal rights organization, PETA has an international membership of 2 million. Its high-
profile campaigns against animal cruelty, fur and leather production, and factory farming have attracted
intense media interest in recent years.
One of PETA’s current initiatives is a campaign for vegetarian and vegan lifestyles, endorsed by actress
Natalie Portman and Sir Paul McCartney. Animal mistreatment is a key reason for its advocacy of
vegetarian lifestyles, and the YouTube video “Meet Your Meat” introduces the public to inhumane ways
in which animals are fed, treated, and confined. The online PETA Vegetarian/Vegan Starter Kit includes
free vegan recipes, and encourages a participant pledge to go vegan for 30 days, saving the lives of
animals.
The PETA website plays a vital role in highlighting occurrences of animal cruelty. It says that it conducted
a recent undercover investigation that revealed cruelty at a “ferret mill” that breeds the animals for use
in laboratories and for pet store distribution. The organization's investigator said that the facility
operator kept thousands of young ferrets in crowded and stiflingly hot conditions with neglected
animals dying each day. The investigator also reported that, despite claims to the contrary, the facility
had none of the required visits by a veterinarian or veterinary technician. Adding weight to its
publicizing efforts, PETA has filed formal complaints about the ferret operation through a number of
state and federal agencies.
Another current PETA initiative involves circus animals. Instead of receiving treatment and relief for
their decades of service to the circus, veteran elephants are regularly beaten and prodded into
performing. Actress Cloris Leachman now leads a PETA initiative that puts pressure on circuses to retire
these arthritic elephants. PETA recommends that individuals direct letters of concern to the U.S.
Secretary of Agriculture and refrain from attending circuses that inflict duress upon ailing elephants.
Jeffrey Pincus endorses the dedication and sustained efforts of PETA, which has raised the profile of
humane treatment for all animals over the past three decades.