Vision, Mission & Strategy
Our Vision
A world in which no animal suffers for food production.
Our Mission
Working together with the key players to raise animal welfare standards and reduce the consumption of animal products.
Our Strategy – the Three Pillars
Our strategy focuses on the following three pillars that help us to implement our mission and come closer to realizing our vision:
The Food Sector
Due to their high purchasing volumes, companies in the food industry have a major influence on how farm animals are bred, kept, and slaughtered. They also influence how much meat, milk, eggs, etc. are produced.
Our work plays a key role in encouraging more and more companies to raise their animal welfare standards and reduce the amount of animal products in their supply chains.
We are often able to work constructively with the industry. However, not all companies are equally motivated, which is why we are also increasing the pressure through campaigns.
Our work with companies focuses on establishing the Broiler Initiative, phasing out levels 1 and 2 of the German husbandry type label »Haltungsform«, raising animal welfare standards for laying hens, and the Plant Potential program. We also fund the Aquaculture Welfare Standards Initiative (AWSI), which works to improve conditions for aquatic animals. In addition, we use rankings like this to show the trade press and the public how well or poorly a company is performing compared to its competitors.
Politics
Political conditions are crucial for animal welfare. In recent years, important processes such as the implementation of the proposals for restructuring animal husbandry put forward by a commission of experts led by former Agriculture Minister, Jochen Borchert, the revision of European animal welfare legislation, and the revision of the German Animal Welfare Act have failed or been delayed.
We are working to increase the likelihood that future opportunities to improve husbandry conditions and restructure agricultural animal husbandry will lead to successes for animals. To this end, we are systematically building relationships with political decision-makers and getting involved in legislative processes – both in Germany and at the EU level.
Our focus is on enabling the restructuring of animal husbandry, raising minimum standards across the EU, and introducing and further developing government labeling of husbandry practices.
Legal
Unfortunately, violations of animal welfare laws are part and parcel of factory farming. The right to bring class action lawsuits, which has been introduced in several federal states, makes it possible to take action against this. We make use of these opportunities: in Berlin (where we are based), we are authorized to bring lawsuits ourselves, and in other federal states we support organizations that are authorized to do so, both financially and with our legal expertise.
Successful lawsuits result in changes to practices in barns and/or legal requirements for animal husbandry conditions. In the latter case, our political work becomes particularly relevant again, as court rulings can be interpreted differently by politicians. We are committed to ensuring that the rulings are implemented in the best possible way for the animals.
Strategy – the Basis
Communications
Our visibility among relevant target groups is an important factor in ensuring that our work has an impact. We communicate in a topic-focused manner across multiple channels. We also work on the basis of data.
Engagement & Fundraising
To bring about profound change, we need many people working together. We create many opportunities for interested and committed people to get involved, both online and offline. If you would like to find out more, you can sign up for our newsletter (in German) and/or Vegan Taste Week. If you would like to do even more, you can donate and/or join one of our action groups in Germany.
Team & Culture
Our team has the important task of implementing this strategy, and our culture sets the framework for our collaboration.
Finance & Controlling
Professional financial planning combined with a continuous controlling process enables us to take a long-term view of our work and act with foresight.
Good & Simple Structures
We create efficient and transparently communicated coordination and decision-making processes as well as clear areas of responsibility. In addition, we use modern, technology-supported processes and a well-designed software setup (including AI) to enable us to work productively and easily.