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HUMANE MYTH
IN THE MEDIA:
Happy Meat



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 HUMANE MYTH GLOSSARY

Abolition
Animal advocacy
Animal husbandry
Animal protection
Animal rights
Animal welfare
Animal welfare industrial complex
Animal-using industries
Co-option
Commodification
Conflict of Interest
Conscience
Conscientious objection
Critical thinking
Cruelty-free
Disillusionment
Doctrine of necessary evil
Happy Meat
Hogwashing
Humane myth
Humane slaughter
Neocarnism
Non-participation and Non-cooperation
Non-violent social change
Open Rescue
Path of Conscience
Plant-based diet
Privilege of domination
Speciesism
Suffering
Sustainable
Utilitarianism
Values-based activism
Vegan



 
Deconstructing the Myth

This press release from the international division of the Humane Society of the United States documents the competitive zeal with which some animal advocacy organizations are promoting their proprietary labels for "new and improved" animal products.

But does it make sense for any animal advocacy organization to put itself in the position of convincing the public that animal parts bearing "their" label came from animals who "basically live their lives as they would have done on Old MacDonald's farm?"

Or do such activities so blur the line between advocating for and exploiting animals that they make a mockery of the very values such organizations claim to support?

When animal organizations make claims that are as exaggerated as any product marketer, in this case, that the presence of their label will "guarantee the consumer that the animal has been treated with respect and care, from birth through to death," have they come to the point where they are doing more harm than good? Is there any way such a guarantee can credibly be made?

To learn more about the politics of "happy meat" labels, see Compassion for Sale? Doublethink Meets Doublefeel as Happy Meat Comes of Age

For more on the entanglement of animal advocacy organizations with the meat industry, see Invasion of the Movement Snatchers: A Social Justice Cause Falls Prey to the Doctrine of Necessary Evil

"Healthy discontent is the prelude to progress."

--Gandhi




 


Humane Choice Press Release
New 'Humane Choice' label aimed at improving the lives of farm animals and building consumer confidence

When animal organizations make claims that are as exaggerated as any product marketer, have they come to the point where they are doing more harm than good?

Source: Humane Society International   Aug 2006   8/9/2006
Click here for direct link to source

Excerpts:
Humane Society International and NASAA (National Association for Sustainable Agriculture) have signed the final contracts to provide a Humane Choice alternative to the Australian public.

With the recent bad publicity on free range produce this important initiative could not be more timely. The Humane Choice label will initially cover beef, pork, lamb, chicken and eggs and will guarantee the consumer that the animal has been treated with respect and care, from birth through to death. There is only ONE humane choice standard so there is no ambiguity for the consumer.

The Humane Choice label will denote the animal has had the best life and death offered to any farm animal. They basically live their lives as they would have done on Old McDonald's farm, being allowed to satisfy their behavioural needs, to forage and move untethered and uncaged, with free access to outside areas, shade when it's hot, shelter when it's cold, with a good diet and a humane death.

Procedures such as mulesing, nose ringing, beak trimming or any form of mutilation will not be allowed. Weaning of animals shall enable the natural process of animal rearing to occur, sows will not be kept confined in stalls and transportation shall be kept to a minimum.

...

"We anticipate certified organic livestock farmers in Australia will have little difficulty in adding Humane Choice certification to their current certification status, which will add a further marketing advantage," said Devrell.

...

"We are hoping this new label will attract many farmers who are already treating their animals with the respect they deserve, to come forward and be recognised as a certified supplier of humane produce," said Verna Simpson. "The more people who are involved in this important initiative, the greater the benefit to farm animals in Australia and the greater the choice for Australian consumers."

With the recent media coverage of dubious free range produce we want to take the guesswork out of consumer decision making where animal welfare standards are concerned. There is only one 'Humane Choice' so there is no variation in standards and consumers can have full confidence in the integrity of the product.

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