For Farm Animals Every Day

SeattlePresentation

Below is the full interview for Every Day is Animal Advocacy Day for Matt Ball

1. What brought you to Farm Sanctuary?  When did you start?

Gosh, I’ve been a fan of Farm Sanctuary almost since it started. As soon as there were cabins, Anne and I took our belated honeymoon there.

I didn’t become friends with Gene until April 1997, when he and I were at a Nalith-sponsored conference in the Finger Lakes region. I’ll never forget it. My project at the time was to distribute as many pro-veg booklets as possible. At one point, Gene held up a copy of the booklet and said, “We can all agree that we need to get more of these out there.” It really showed his generosity. Ever since, Gene has been one of the warmest, most supportive people I’ve known in the animal advocacy movement.

2. How long have you been vegan, and what inspired you to make that switch?

Freshman year of college (1986), my roommate was an older transfer student. He was also a vegetarian, and he made me his personal project. I would love to say I went vegan as soon as I learned about what happens on factory farms, but as I write about in one of my books, this wasn’t the case at all. Rather, I went vegetarian and then vegan in fits and starts. It is for this and other reasons that I’m very sympathetic to people who are (initially) resistant to the message; who make incremental change while rationalizing other actions. So although all psychological research supports it as well, Farm Sanctuary’s approach of meeting people where they are has a personal resonance with me.

It is nice to be able to say I first stopped eating animals the year Farm Sanctuary was founded!

3. Describe a typical day.

My day-to-day responsibilities include the Compassionate Communities Campaign and Farm Sanctuary’s online outreach. The former requires keeping up with news for the CCC Facebook page, the CCC blog, and alerts to our members, in order to make sure our activist members are engaged and able to make a difference day to day. As part of this, I represent Farm Sanctuary in a variety of coalitions, so I’m often on conference calls or reviewing email alerts. I also have been developing materials for the CCC.

Online outreach is a fun, multivariate problem. I can create multiple ads and choose different target audiences, and then monitor which perform best. I’m always iterating on this, to make sure we are “spending thousands to reach millions.” I also monitor the comment threads to try to make sure things don’t get out of hand, and to give encouragement, too.

One of the best parts of my job is to watch what Manager of Engagement Strategy Wendy Matthews comes up with for her various projects, like V-lish. I can always expect innovative, creative, and fresh ideas from her. Sometimes, I’m even able to contribute a useful bit of feedback here or there. Mostly, though, I just want to make sure I’m not hindering her.

My wife Anne (who works for Our Hen House, headed by former Farm Sanctuary National Advocacy Organizer Jasmin Singer) and I both work from home here in Tucson, and we’re very much early birds. A typical day starts around 6 with all the emails that came in overnight. I’ll try to exercise most days (although I’m no Marathon Man like Gene), in part because I can get in some of my best thinking while running. For example, a few weekends ago, I received an email about a Facebook post on welfare reforms. That led to a longer conversation, and then, over my next two runs, the idea for a blog post on the topic took shape.

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4. Describe a day that was less typical and memorable.

I have Farm Sanctuary Media Relations Specialist Meredith Turner-Smith to thank for my most memorable days. She has arranged my various interviews, including a one hour radio interview with a station in rural Alabama. Such a fun time! She also got me all my television appearances last fall – an amazing job. She made sure the stations had all the information (I was promoting a Walk for Farm Animals each appearance) and B-roll (so the audience was able to look at cute animals instead of having to watch me).

The best week was probably last October at the Seattle Walk for Farm Animals. Walk Coordinator Christina Cuenca organized an absolutely incredible event! (And Meredith had, of course, previously had me on the radio to promote the Walk.) People were so fired up – I’ve never been interrupted by cheers and applause so often. Not ever! I was able to spend time with different activists in Seattle, too, separate from the Walk. Then I met with other members in Portland and gave a talk there. Next was up to Vancouver, where I had another hour on the radio (this one was in studio) leading up to the great Walk (which was the only time I saw the sun there!).

Of course, compared to Gene, I’m an absolute amateur when it comes to travelling and speaking. I truly have no idea how he does it. I spent at least 20 hours researching, writing, getting feedback on, and practicing just my “Understanding the Numbers” talk for AR2015. I don’t know how Gene could possibly do it, day in and day out.

But for me, the Seattle / Portland / Vancouver trip was an amazing week.

5. Was there a time when you reached someone whom you never expected to be receptive to your message?

I know I don’t have anywhere near the number of stories Gene has (I love listening to his stories), but I do have loads of experiences like this (including at the national Future Farmers of America conference).

One of my first unexpected encounters like this was speaking at Indiana University of Pennsylvania. A young man in the audience was clearly agitated and just itching to get up and say something. As soon as I opened it up for questions, he jumped up and gave a dissertation on the “values” of hunting.

It was obvious that debating hunting wouldn’t be a winning strategy. More importantly, I knew arguing with him wouldn’t do anything to change anyone else’s mind or choices. I was, of course, tempted to make the full, consistent “animal rights” case, but I decided it was more important to try to get some of the people to actually make constructive change that made a difference for farm animals.

So I said, “Well, I can tell you this: I would rather live my life free and be shot dead as an adult, than be crammed into a bathroom with a bunch of others such that I can hardly move, living in our own waste.” As soon as I said that, the young man visibly calmed, and sat down to listen. I then went on to reiterate how bad farm animals have it on factory farms. At this point, the whole audience was more attentive than they had been during my main talk. I concluded my “answer” to him by repeating that I didn’t think anyone in the room would condone the way these animals are treated, and that each of us can choose compassion every time we eat.

Not only did the rest of the Q & A go great, but after everything was done, the young man thanked me. He said he always thought factory farms were bad, but hadn’t known just how bad. He also hadn’t known how rough it was for chickens (which I had focused on in the main talk), and concluded that not eating meat from factory farms was the right thing to do.

To me, this shows the power of Gene’s idea of meeting people where they are. I have always found it to be much more constructive and impactful to focus on the first step, rather than presenting a fixed dogma.

6. What do you enjoy doing outside of Farm Sanctuary life (hobbies, interests, etc.)?

[Farm Sanctuary CEO ] Hank Lynch made the comment, “Matt, most people don’t have the opportunity we have, to be able to work for animals.” This is really insightful: we are really incredibly fortunate to have this opportunity, and I want to make the most of it. Since we work at home, Anne and I are able to work every day. But we do try to go for a hike together once every week or two (where, of course, we talk more about work). I try to log off of work by 8pm, so I can do a little reading and wind down some.

I try to cook a good dinner 3-4 times per week (making enough for leftovers).

Our (lifelong vegan) daughter is away at college, so I look forward to opportunities to chat with her on Google Hangouts whenever she has a few spare minutes (usually in lab, between experiments). When she’s home, I try to keep up with her on her daily runs!

EllenKGreenPassport7. You’ve raised Ellen vegan; what advice do you have for vegan parents?

Oh, the world is so incredibly different now than it was 22 years ago, especially in this respect!

Reannon Branchesi, who previously organized all our Walk for Farm Animals events, is one of the founders of Generation Veggie – an amazing website and community for anyone who is vegan in a family (raising vegan kids, kids who have chosen to go vegan in a non-veg family, etc.). If you have questions or concerns, GenVeg has an article or someone who can help. It is a great resource!

And chill out if your son or daughter doesn’t like veggies!

8. Gene mentioned mixing soy powder to make soymilk back in the day… how has vegan food changed for you? What can Ellen enjoy that you couldn’t when you were in college?

HA! Comparing my attempts to just eat vegetarian (dairy-a-palooza) to eating vegan today is crazy! When I first stopped eating animals, I lived on cheese sandwiches and Captain Crunch with cow’s milk. Now at college, Ellen has vegan options at every dining hall at every meal (that video’s star doesn’t appear until 51 seconds in). Other colleges (including in Texas!) have entirely vegetarian or even vegan dining halls! Vegan reubens, vegan pizza, vegan Tofurky feasts – not only around Thanksgiving but regularly? (Thanks, Seth!)

Of course, I know that most people think veganism is impossible from where they are now (all the more reason to focus on the first step). But I could literally write a book about how crazy-different it is today than 30 years ago.

9. Why should someone visit Farm Sanctuary?

Of course, you don’t need to visit one of our sanctuaries to make an absolutely huge difference in the world. Every time we choose what to eat, we can make a powerful statement against cruelty and for compassion. Every time someone asks us why we’re vegetarian, we have the chance to provide farm animals a voice.

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But there is something truly wonderful about getting to know individuals like Valentino, Emily, and Lucie. It makes our choices and our opportunity to advocate for these animals less abstract, more concrete. For me, at least, spending time with these individuals leaves me energized and even more motivated to change the world, to build a society where individuals like Frank and Bean are no longer our job, but simply our friends.

 

Abolition and Farm Animals

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At Farm Sanctuary, we’re able to spend time with chickens, pigs, turkeys, and cows who had been bred for meat, eggs, or milk. Every day, our interactions with them show us, again and again, that each of these animals is an individual, with intelligence and a unique personality. They form relationships with one another, and many of us have developed friendships with our residents.

DianaPais_SFarm animals are no different from the dogs or cats with whom many of us live. Each and every one of them yearns to love and live free, if only given the chance. Our advocacy for them takes many forms, but at the very core, our message is simple: turkeys, goats, pigs, chickens, cows, sheep, and ducks are friends, not food.

bondingsmThirty years ago, almost no one in the country thought about – let alone cared about – farm animals or how meat arrived on their plate. Now, we regularly see exposé on the brutality of factory farms, and at least half the country is open to the idea of changing their diet.

But at this time, it is a huge step from the norm – eating animals without a second thought – to fully embracing and acting on the view of “friends, not food.” And despite our movement’s many successes over the past three decades at promoting farm animals’ interests, we haven’t been very successful at increasing the number of people who don’t eat animals (in part because >80% of people who stop eating animals revert back). And even if we were to double the number of people who fully live according to “friends, not food,” the change would be hardly noticeable.

This is all the more surprising, given that Gallup consistently finds that more than 95% of Americans oppose cruelty to animals, and over half are specifically concerned about the treatment of farm animals. Fully a third think animals deserve the same rights as people!

Thus most people oppose cruelty to farm animals, but currently find it too difficult to completely change their diet and maintain that change. Combine these facts with our bottom-line concern for the suffering of every farm animal, and we can leverage people’s concern to abolish the worst abuses on factory farms (e.g., gestation crates, battery cages, veal crates, slaughter without stunning, and genetically-manipulated rapid growth).

Of course, this doesn’t mean we should end (or even lessen) our efforts to have more people recognize that farm animals are friends, not food. But working to abolish the worst barbarism farm animals suffer is actually complementary to efforts to help people live a fully compassionate life. For one, getting people to think about cruelty to farm animals and take an action (e.g., sign a petition, contact their representative) is a relatively easy step away from the status quo. Getting people to take the first step makes the next step easier and more likely. Research shows that asking for a small step is more likely to create change, and have that change be sustained.

Second, abolishing the worst aspects of factory farming makes meat, eggs, and dairy more expensive. Anything we can do to bend the supply/demand curve in this direction will lead to fewer animals suffering on factory farms.

Finally, if we truly care about every chicken, pig, cow, and turkey, we have to do our best for them, right now, with the world as it actually is. No matter what we do, there will be animals on factory farms tomorrow. And next year. And the next year. We are morally obligated to support any step that could reduce their suffering.

This is not to say we shouldn’t spend our limited personal or organizational time and resources promoting universal compassion. But abolishing the worst abuses in no way endorses or excuses raising and killing animals in a “less cruel” fashion.

Rather, we support the abolition of the worst forms of torture because we care about every single farm animal. Of course we won’t stop until everyone internalizes and acts upon the simple fact that these individuals are friends, not food. But instead of only talking about how we want the world to be in the future, we will look at how the world is for farm animals right now, and do our absolute best for them.

-Matt 

Check Out the Power of Online Outreach!

Many of our online advertising campaigns lead people to watch our powerful “What Came Before video, which introduces viewers to three Farm Sanctuary residents: Nikki pig, Symphony chicken, and Fanny cow, making the case against factory farming and for a compassionate diet. Our cost per click depends on the target audience and length the campaign runs, but generally varies between 8-10¢ per person clicking through to the video page.

As noted previously, getting millions of people to see the content of our Facebook ads can be as important as having people click through. This is why we make each ad as powerful as possible, and continue to refine our outreach efforts, varying them in terms of the text, picture, and target audience.

Below, you can see one week’s comments on just one of the ads in one of Farm Sanctuary’s current campaigns. Note also that, in addition to nearly 100 likes and other reactions every single day, hundreds of people are enraged and engaged enough to share the ad with their friends, giving a personal endorsement to our message of helping farm animals. This makes our outreach even more cost effective!
>Watch Now & please share with your friends, family, coworkers, and social networks.

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The 12 Habits of Highly Effective Vegans

Another guest post from our good friend Tobias!

  1. Highly effective vegans can put themselves in the shoes of whomever they are talking to. They know that other people may be significantly different in many ways. They may have different interests and motivations, different ways to deal with changes and challenges. Therefore…
  2. Highly effective vegans are adaptive. They can adapt the way they talk and what they talk about, according to their audience. They are not dogmatic in their approach. They know they are under no moral obligation to present veganism as a moral obligation.
  3. Highly effective vegans encourage every step that people take. They know that change usually happens gradually. Therefore, highly effective vegans focus on the good things that people are already doing, rather than on the things they are not doing yet.
  4. Highly effective vegans don’t care about purity. They know that both regarding themselves and others, focussing on purity is unproductive. They want to make being vegan look as accessible, easy and attractive as possible. They know that eating more compassionately is not an either or, black or white, now or never thing. They want to help people to take the first step rather than the last.
  5. Highly effective vegans don’t need to be “right”. Rather, they focus on what works. That’s why they are rarely debating or arguing things. They know that in addition to providing arguments, they can also provide practical information, recipes, or a taste experience (i.e., they can cook for others).
  6. Highly effective vegans know how to listen. They know that listening is essential to real communication. Highly effective vegans therefore also know to ask questions, and when to be quiet. They are friendly, and have a sense of humor. They know that the process of their conversations is often more important than the content.
  7. Highly effective vegans do remember what it was like to be a non vegan – they don’t suffer from vegan amnesia. They know that at some point they ate animal products and may even have been deaf themselves for the animal rights arguments, even when they were articulated clearly to them. Therefore, they are patient and understanding.
  8. Highly effective vegans know that attitude change can come after behavior change. Therefore, they don’t mind when people start their vegan journey for health or for any reason.
  9. Highly effective vegans are humble. They know they are not perfect. They know other people may do other great things, even if they are not vegan. And they know they don’t have all the answers.
  10. Highly effective vegans have faith in people. They know most people want to do good, and don’t want animals to suffer. Highly effective vegans know that change is a matter of time. They realize that one important thing we have to do is to make it easier for people to act and eat compassionately, by providing more and better vegan options.
  11. Highly effective vegans understand the crucial importance of good food. They applaud the development of new products, they learn how to cook, and they can inspire other people by telling them about how great they can eat as vegans.
  12. Highly effective vegans don’t judge. They see veganism – like getting better at being human – as a journey rather than a destination, something that is never done, and can be started on many different roads.

Direct link.

The Reality of “Vegetarian”

From a study of people who self-identify as “vegetarian,” as noted by our friends at Faunalytics:

In their study, the researchers found that only 3% of respondents [all of whom self-identify as “vegetarian”] reported consuming no animal protein whatsoever, which is in the range of many current estimates of the number of veg*ns in the U.S. Not surprisingly, the majority of self-identified vegetarians reported consuming dairy (93%) and/or eggs (65%). What might be surprising is that the study also found that more than a quarter of respondents (27%) reported “consumption of some type of red meat.” When they grouped together “meat, poultry, and seafood” they found that “almost half (48%) of self-identified vegetarians reported consumption of some food from this combined grouping.” The fact that about half of self-identified vegetarians are not actually vegetarian is important for advocates to keep in mind as we weigh the value of different surveys and try to identify trends.

It ain’t meat, babe: meat alternatives luring investors

From the meat industry journal, Meatingplace:

As research firms churned out New Year’s forecasts this year, one theme became apparent: Plant protein is in. Forget the war between vegetarians and meat eaters; today’s battle is for the omnivore’s plate and, increasingly, those who eat meat are looking to diversify their protein sources.

Plant-based meat alternatives (e.g. veggie burgers and meatless chicken strips) have been around for a long time, most of which started as boutique businesses that catered to vegetarians. Increasingly, however, mainstream large packaged food companies including Kellogg, Kraft, Pinnacle Foods and General Mills have bought into the market or developed their own brands and investors like Bill Gates have thrown big money at start-ups seeking to better mimic meat’s taste and mouth feel.

These products are not there yet: meat still tastes better. Even those promoting them admit that.

Still, all this money isn’t just going after the 5 percent of the population that identify as vegetarians. The Protein and the Plate research project, conducted last year by NPD Group, Midan Marketing and Meatingplace and sponsored by Yerecis Label, showed 70 percent of meat eaters substituting a non-meat protein in a meal at least once a week and 22 percent saying they are doing it more often than a year ago.

It will be up to meat processors to determine whether they can address with their own products the reasons consumers are looking for alternatives or choose to enter the market for these products themselves. Either way, it’s time to understand more about these protein players.

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On Vegans and Vegan Meals

More from our friend Tobias!

In the post “Don’t you dare call yourself a vegan“, I wrote that some day “I might get so disappointed with vegans and veganism, that I (a vegan for the animals), would refrain from using it altogether.” That was in a reaction to an article in which the author suggested “health” vegans don’t call themselves vegan. In the meantime, the Bearded Vegan podcast had an episode on the question if we should stop using the word vegan.

Now, I still think the word vegan is useful, particularly in the sense that it is a name for a concept. When you’re in restaurant, or anywhere food is served to you, it is easy if you can just explain with one word what you want. The more people who know and understand the word, the easier it gets.

The word is less useful, more controversial, and more prone to cause discussions, disagreements and even nastiness, is when it is applied to people. It is much harder for a person to be vegan than for a product or a dish to be vegan. When a product doesn’t have unvegan ingredients, it is vegan. You might say: when a person doesn’t eat unvegan ingredients, they are vegan. But it’s not that simple (no, really). There’s apparently discussion about intentions, which have to be right too (otherwise you’re plant based, according to said article); there’s the matter of the tiny bits and micro-ingredients, there’s even ideological and political issues, etc.

So here’s a subtle yet important note about grammar and how it relates to what I think is the most efficient use of the word vegan. I believe that in the case of the V-word, the nouns (“veganism”, “vegans”) are more problematic than the adjective (as in “a vegan meal”). The words “a vegan/vegans” and “veganism” are black and white or binary terms: you are it, or you’re not (even though there can be discussions about how pure you need to be to carry the label). You may have no interest in going vegan all the way, so the noun may not appeal to you. Also, if you are a vegetarian, or a part time vegan or whatever, you may feel excluded by the noun vegan. You don’t belong to that group, and “veganism” doesn’t apply to you. The nouns are very “exclusive”, they exclude you (if you’re not vegan).

This is completely different from the use of vegan as an adjective in the words “vegan meals” or “vegan products.” If you suggest a that a person have a vegan meal or buy a vegan product, you are not asking them to “become a vegan.” Everybody can eat a vegan meal or buy a vegan product. You don’t need to be a vegan for that. It works much more inclusively, it includes non-vegans. Asking people to become a vegan is asking them, or is asking for what sounds like, a change of identity.

Bottom line, in our communication, let’s invite people to eat vegan, have vegan meals, try vegan products, rather than to become a vegan or adhere to veganism.

Kristina Reports In from Santa Cruz

“I wanted to thank you again for the advocacy booklets you sent.  I handed some out today along with Vegan Rice Crispy Treat Square samples.  I spoke with many people about vegan food options and told them about Farm Sanctuary’s shelters and about some of the lasting bonds our animals have developed over the years.  It was a wonderful opportunity to speak for our dear animals, raise awareness and expand compassion.  I met Keith of ‘Food Not Bombs’ and he invited me to bring vegan food dishes to hand out on Sundays in downtown Santa Cruz.  He said I was also welcome to hand out Farm Sanctuary animal advocacy literature at these community events as well.  So that might be a good option, as well as leafleting at University of California, Santa Cruz and Cabrillo Community College.  I’m grateful I had a positive experience, I was a little nervous when I was setting up but once I began talking with people all my nerves quickly dissipated into love and an open heart.  Thanks for all your support. ”

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