Nobel Peace Prize winner Nelson Mandela has been quoted as saying, »Vision without action is merely daydreaming«. Here, we would like to outline our vision and the strategy we pursue to make this vision a reality. While our vision is all about long-term objectives, our strategy focuses on realising our objectives in the near future.
As defined in our mission statement, our long-term goal is to end factory farming and to promote the spread of the vegan lifestyle – and to achieve this also by taking intermediate steps to reduce the number of animal products. Ending the exploitation of animals in the agri-food sector and actively embodying the concept of a »Reverence for Life« are to become the new norms. This vision can only become a reality step by step.
Strategy – the four pillars
Since long-term trends and developments are difficult to accurately predict, our strategy focuses on the next three – relatively easily predictable – years. We are constantly changing and refining our strategy in line with not only extraneous circumstances, but also our own opportunities and findings while never losing sight of our vision.
Our strategy is based on four pillars that help us on the path towards realising our vision.
Companies operating in the food industry have an enormous influence on the number of »farm animals« that are bred and the conditions they are kept in. Thanks in part to our work, many companies are raising their animal welfare standards, resulting in tangible and often measurable improvements. This can influence politics and often breaks blockades of the animal industry. In order to persuade companies to continuously raise their animal welfare standards, we are increasingly working with powerful campaigns.
To drive change in this area, our team successfully launches campaigns aimed at getting companies to not only stop selling products that are the result of particularly cruel processes such as battery-cage eggs . Two particular focal points of our corporate work are the Broiler Chicken Campaign and the work on higher animal welfare standards in the aquaculture industry .
On top of all that, we also encourage companies to reduce animal products, expand their vegan product range and create and continuously improve animal welfare policies. By internationalizing our work we do not limit ourselves to German companies and markets. In doing so, we want to make as great a contribution as possible to important animal welfare issues all over the world.
Violations of animal welfare laws unfortunately remain standard practice. It’s possible to proceed against these violations by making use of the right of class action introduced in several German federal states, which also makes it possible to raise the level of animal protection in the medium term and to put an end to some particularly cruel practices. We utilize this possibility by providing organisations capable of bringing legal proceedings with the legal and financial support of our Board. To ensure that court rulings are implemented in practice, we may launch follow-up campaigns.
Consumers wield considerable power. We concern ourselves intensively with the prerequisites for successful consumer work and examine existing concepts in order to improve them and to develop new approaches.
In order to reach as many people as possible, show them alternatives to the consumption of animal products and bring about successful changes in their actions, we have created the Vegan Taste Week. Our local groups help us win participants for this online vegan starter program. We are constantly developing the Vegan Taste Week and will focus more on generating participants online.
Working with Multipliers
The work with multipliers has shown encouraging first results in the last years. Overall, our foundation is well positioned to provide multipliers from the fields of politics, science, agriculture, the media, animal protection and animal rights movements with appropriate information, exchange data and learnings and cooperate with them.
Our press office provides journalists with important background information as well as the latest news and information concerning animal protection and animal rights. We assert our influence on the world of politics by organizing petitions, taking part in conferences and engaging in direct dialogue . We also network intensively with influential people and groups, especially in the fields of research and agriculture.
In order to approach the work with multipliers even more purposefully and effectively, we are developing feasible, comprehensible and measurable concepts. We concentrate above all on approaches with effects taking place in the short and medium-term.
Strategy – the basis
We strengthen our four pillars as follows:
Learning and well-functioning structures
Well-functioning structures have the highest priority at the basis. We see ourselves as an organisation that never stops learning – not only in our everyday work and through sharing information with others, but also at an institutional level through targeted personnel and knowledge management. In particular, we are working on continuously professionalizing our foundation’s culture, our IT infrastructure and our project and personnel management in order to ensure the qualitative development of our work.
We want to grow both in Germany and internationally in order to be able to do more for the animals. In particular, we are looking to expand our corporate outreach work.
The continued growth of the donations and regular financial contributions entrusted to us is essential for expanding the number and reach of our projects and for driving ever greater change.