Largely out of public view, factory farming began on America's poultry farms in the 1920s and quickly spread to every sector of the meat, dairy, egg, and seafood industries. By the 1970s, this new form of animal agriculture had begun to devastate rural economies and ushered in an era of systematic animal abuse and pollution of the environment. Today, 99 percent of our nation's meat, dairy, and eggs are produced on factory farms, and nearly all seafood comes from factory fishing.
But resistance is mounting, and the transition back to sensible and sustainable practices has already begun.
Incorporated in 2007, Farm Forward is a new kind of nonprofit advocacy and consulting group at the forefront of pragmatic efforts to transform the way our nation eats and farms. Our vision is encapsulated in the critically acclaimed international bestseller Eating Animals by Farm Forward board member Jonathan Safran Foer, and our executive staff and board have been working on behalf of farmed animals since the early 1990s. This accumulated expertise informs Farm Forward's unique role as the first centrist organization where disparate interests opposed to the abuse of animals on factory farms can unite in coordinated and effective ways.
Creating a Resource to Educate Consumers on Poultry Welfare and Guide them to High-Welfare Products
Farm Forward is working with leading poultry farmers and animal welfare experts to create BuyingPoultry.com—a free online and smart phone-based buying guide that takes the guesswork out of finding alternatives to factory farming. BuyingPoultry.com will rank every poultry brand and product in the U.S., so you know how they treat their animals. With BuyingPoultry.com, consumers will be able to see who’s best and who’s worst nationally and in your local grocery store, find information about what these companies can do to improve conditions for animals, and make it easy for everyone to add their voices to the cause. The site will also provide information about the best plant-based alternatives and where you can find them.
We're excited to announce that in 2013 development is underway thanks in part to our successful Kickstarter! We raised a grand total of $41,692 from 788 backers and received national media coverage in outlets including Wired and Fast Company. Sign up for the BuyingPoutlry.com newsletter to receive updates on our progress.
Enhancing the Effectiveness of Leading Organizations
Farm Forward’s consulting services allow us to amplify our impact within the movement by shaping the strategic goals of and enhancing the effectiveness of larger organizations that share our mission. Our team has been recognized as having a diverse set of skills in farmed animal welfare advocacy that even the largest and best-funded groups cannot easily duplicate internally.
The ASPCA is the oldest animal welfare organization in the Western hemisphere and boasts more than 2.5 million supporters. Since 2011, Farm Forward has been consulting with the ASPCA to inform the development of their new farmed animal welfare policies. At the ASPCA’s request, we prepared 15 policy briefs, covering all major farmed animal species and based on the latest scientific research. These briefs are serving as the foundation for revamping the ASPCA’s approach to the most abused and forgotten of all animals.
Farm Forward also provided support to launch their new “Truth About Chicken” campaign, which informs the public about the need to address the genetic health of broiler chickens. The campaign immediately began garnering massive public support. In 2013, the ASPCA delivered a petition with more than 72,000 signatures to the National Chicken Council urging them to incorporate slower-growing birds and better living conditions into their chicken welfare guidelines. We look forward to continuing our work with the ASPCA in 2014 and beyond.
In 2013, UK-based Compassion in World Farming (CIWF) hired our team to draft content for the food-animal section of their new US-focused website. We were tasked with outlining the welfare issues for all major food-animal species and providing information about how consumers can help promote higher-welfare practices through their purchasing choices. In all, we drafted content for 34 webpages with citations for CIWF. We consider CIWF’s increasing US presence a major asset to the movement and are pleased that we have been able to support its development.
We are also developing several avenues for possible consulting relationships that would help engage America’s faith communities. The largest animal protection group in the US, the HSUS (Humane Society of the United States), is also the only group with a developed program of outreach specifically geared towards religious communities, especially Christian churches. Farm Forward Founder and CEO Aaron Gross has served on the Faith Advisory Council of the HSUS since its inception and is now working with the HSUS to expand their successful outreach programs to more effectively engage the American Jewish community.
Creating the First Post-Factory Farm Poultry Ranch
Good Shepherd Poultry Ranch is a unique network of Heritage poultry farmers that includes the nation’s preeminent expert on Heritage poultry, Farm Forward Board Member Frank Reese. In 2009, with the pro bono assistance of Farm Forward Consulting, Good Shepherd was able to expand its production beyond turkeys to include chickens. Good Shepherd is currently the market leader in the sale of chicken and turkey products that come from birds who are raised entirely outside of the factory farm industry using humane and sustainable methods. Good Shepherd has served as a model for animal welfare standards developed by several nonprofit groups, including the nation's largest certification organization, Global Animal Partnership and the most rigorous certification, the Animal Welfare Approved program of AWI. With ongoing pro bono assistance from Farm Forward Consulting, Good Shepherd continues to grow to meet more of the pent-up demand for poultry produced using humane and sustainable methods.
Crucially, Farm Forward’s analysis of the growth of Good Shepherd has shown that new orders to Good Shepherd are virtually always replacing purchases of factory farmed poultry. When a family orders a turkey from Good Shepherd for Thanksgiving, it means they don’t buy a factory farmed bird. When Chipotle ordered thousands of pounds of Good Shepherd chicken, they also ordered that much less meat from factory farms. Our analysis also suggests that as individuals and companies move to higher welfare birds, the increased cost mitigates towards an overall reduction in meat consumption.
The work of Farm Forward has been of decisive importance to me and all of us at Good Shepherd. Without their ongoing support my work would come to a standstill. There are plenty of people who have tried to help with the best of intentions, but good intentions aren't enough. Farm Forward's hands-on, practical assistance—on my farm and in the public square—is absolutely essential. At a time when almost no one is talking about the crucial importance of preserving both genetics and husbandry techniques, they are. They see what needs to be done and they have the know-how to help make it happen. Farm Forward gets it." –Frank Reese
Advocating for Improved Animal Welfare Certification
Unfortunately, terms like “free range” and “all natural” are not independently regulated. Virtually all poultry—regardless of a label on a package—come from the same industrial systems. As the factory farm industry continues to find clever ways to mislead consumers, reliable certification has become more important than ever. The current “gold standard” of animal welfare certification is the Animal Welfare Approved Program (AWAP) of the Animal Welfare Institute, which has a single, rigorous standard that producers must meet. We are huge fans of the AWAP program, but it’s reach has been limited by the lack of a tiered program that not only identifies the very highest welfare producers, but also helps consumers appreciate the range of welfare available. Global Animal Partnership (GAP) has set out to meet the need for a tiered welfare certification system, allowing consumers to distinguish the range of different levels of welfare and make their own choices. Farm Forward has supported GAP’s “5-Step” tiered approach since its inception, and in late 2011 we began providing hundreds of hours of pro bono and at-cost consulting services to assist the organization as it continues to grow. At the same time, we are also advocating for even higher poultry welfare standards for both the AWAP and GAP’s 5-Step program, and utilizing our seat on the GAP board to further expand its transparency and reach.
Collaborating to Shape Public Discourse on the Humane Treatment of Farmed Animals
Since our inception, Farm Forward has found the fullest expression of our vision in Farm Forward Board Member Jonathan Safran Foer’s international bestseller, Eating Animals. We supported Jonathan when he wrote the book and are featured prominently within it. Eating Animals is now being used in an increasing number of classrooms, bringing what we believe is one of the most powerful cases against factory farming ever written to young people across the globe. For example, Duke University and the University of North Carolina at Chapel Hill recently required every incoming freshman to read the book and participate in a series of events around the book’s themes. We are now working with select high school teachers and university professors who already use Eating Animals in their classrooms to develop additional support materials for educators, including annual “virtual visits” to classrooms by Foer himself using inexpensive video conferencing technology. In 2013 Foer hosted eight Virtual Classroom Visits to discuss problems associated with factory farming with more than 3,300 high school and college students at nearly 100 institutions around the world and we expect 2014 to be even bigger. Participating schools included Rutgers, University of Texas at Austin, and Oberlin College.
Also in 2013 we’ve worked hard to help turn Eating Animals into a documentary that could reach many times more people than the book. Scheduled for completion in 2014, Eating Animals the film is now being produced by Academy Award®-winning actress and Farm Forward supporter Natalie Portman with funding from Twitter founders Biz Stone and Evan Williams. Christopher Quinn, the award-winning director of God Grew Tired of Us, will direct the film. Farm Forward Founder and CEO Aaron Gross, Ph.D., has met with Portman and Williams and is working closely with Quinn on the documentary, just as he did with Foer on the book.
Gross has also expanded the reach of Farm Forward’s approach through academic publications and public lectures. His new book, Animals and the Human Imagination: A Companion to Animal Studies (Columbia University Press, 2012), explores the new interdisciplinary field known as "animal studies" to challenge the way we think about animals. Nobel laureate J. M. Coetzee calls the edited volume "a richly intelligent mapping of the field" and "accessible—even engrossing—to the ordinary educated reader." Harvard Professor Kimberley Patton calls it "impressive and startling. . . . an oracle" and the University of Chicago's Wendy Doniger predicts that it will not only "inspire more scholarly work on animals, but it will also supply fuel for activists who hope to treat animals more humanely . . . in the world outside the academy." Gross’s forthcoming second book, The Question of the Animal and Religion (Columbia University Press), will extend the work of Animals and the Human Imagination to help us think more carefully about how religion and the plight of animals intersect. Gross is also a sought-after speaker at businesses, college campuses, academic conferences, and public speaking events internationally, bringing Farm Forward’s message into the ivory tower and the board room. Recent talks have included presentations at Google’s headquarters, the University of Cambridge, the American Academy of Religion Annual Meeting, and at the Chicago Humanities Festival.
Farm Forward also helped best-selling author Kathy Freston complete her book, The Veganist. This accessible, informative, and popular book advocates the big picture connections between farmed-animal welfare, human health, and conscientious life choices. The Veganist quickly became a New York Times best-seller and has been featured prominently on shows like The Oprah Winfrey Show, The Ellen DeGeneres Show, and Good Morning America.
Promoting Conscientious Consumption Through Social Media
Facebook's billion-plus members and the more than 200 million tweets sent via Twitter each day show the vast reach of social networks. Farm Forward's team has been on the cutting edge of these trends, combining social media and the publication of original content to spread a message of conscientious consumption to a wide audience that is harder and harder to reach through traditional marketing.