When animal rights activists staged a protest outside a Kentucky Fried Chicken outlet in Kelowna, B.C., earlier this year, they were resorting to a proven method that makes million dollar corporations sit up and take notice, say representatives with People for the Ethical Treatment of Animals.
The combination of public protest, negative publicity and economic damage is the most effective way for animal rights groups to achieve their objectives.
“Our goal has always been to adversely affect the corporate bottom line and the corporate image… that hasn’t changed,”said PETA campaign co-ordinator Bruce Friedrich.
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“We attempted from 1997 to 1999 to work with McDonald’s and during that time, we felt they didn’t do a single thing to improve the quality of life for even a single animal.
“But when we launched a campaign against them in 1999, we saw more change in one year than we had seen in the previous 20.”
After PETA launched its negative publicity campaign against McDonald’s in 1999, the corporation endured more than 400 protests at restaurants around the world.
PETA used billboards and ad campaigns to discredit the company and hijacked familiar McDonald’s slogans, replacing them with mottos like McDonald’s UnHappy Meal and McCruelty To Go.
Since then, the world’s largest restaurant chain has established a standard by which other fast food companies are judged.
In the past few years, McDonald’s has encouraged egg suppliers to increase by half the space allocated to caged laying hens.
It has also urged suppliers to stop debeaking chickens, to eliminate the use of farrowing crates and to end the practice of forced moulting, where hens are denied food and water in an attempt to increase egg production. This practice is not common in Canada.
Other company initiatives include the adoption of more humane catching methods for broiler chickens, regular audits of slaughter house conditions and the elimination of antibiotics as growth promoters in cattle, pigs and chicken. PETA responded by suspending all demonstrations at McDonald’s facilities for 12 months.
Representatives from McDonald’s Corp. were contacted by the Western Producer but chose not to be interviewed for this story.
But Temple Grandin, an expert who advises McDonald’s on animal welfare issues, said the company’s efforts are affecting change throughout the supply chain.
“When a company like McDonald’s tells its suppliers to change their production practices, you can bet they’re going to pay attention,” said Grandin.
By contrast, PETA’s relationship with KFC has deteriorated, said PETA spokesperson Dan Shannon.
KFC is accusing PETA of spreading propaganda, and PETA officials are promising to increase their actions against the company, which serves nearly eight million customers a day at 11,000 outlets worldwide.
KFC officials were contacted by the Western Producer but did not return phone calls. The KFC website states that suppliers of broiler chickens are required to follow strict guidelines that ensure the humane treatment and slaughter of chickens.
Yum Brands, the parent company of KFC, Pizza Hut and Taco Bell restaurants, has also established an animal welfare policy and an advisory council comprised of livestock industry representatives, food executives, veterinarians and animal welfare experts.
Nonetheless, during a visit to Hanover, Germany last month, Yum Brands! executive David Novak was doused with fake blood after launching a new restaurant there.
“We’re going to increase our pressure on KFC because despite their earlier commitments, we haven’t seen any significant progress,” said Shannon.
