Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to...
Transcript of Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to...
![Page 1: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/1.jpg)
Defend and Deflect No More: Building Trust in Animal Protein
Charlie Arnot – CEO, Center for Food Integrity
Wednesday, March 4, 2020 8:00 AM– 9:00 AM
![Page 2: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/2.jpg)
Defend and Deflect No More
Building Trust in Animal Protein
Charlie.Arnot@foodintegrity.orgwww.foodintegrity.orgwww.Bestfoodfacts.org
![Page 3: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/3.jpg)
What are the Drivers?
Greater TransparencyLabel Confusion
Animal Well‐Being
Consuming more Plants
EnvironmentSustainability
Nutrition Diet = Health
Voting withtheir Money
![Page 4: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/4.jpg)
Social
EmotionalRational
Consumer Needs
Competition now is for share of wallet AND share of heart, mind and voice
![Page 5: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/5.jpg)
Missing the Strategic Pivot
![Page 6: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/6.jpg)
From Abolitionist to Reformer
Wayne Pacelle – Rational MajorityAnimal Protection
Ingrid Newkirk – Lunatic FringeAnimal Rights
![Page 7: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/7.jpg)
Abolitionist• Meat (and all animal protein) is murder• Animals and people are equal• Eating meat, milk and eggs is immoral• Extreme edgy tactics• Appeals to small group of like‐minded zealots• Demanding the elimination of meat, milk and
eggs was more than all but the most dedicated were willing to consider
From Abolitionist to Reformer
Ingrid Newkirk – Lunatic FringeAnimal Rights
![Page 8: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/8.jpg)
From Abolitionist to Reformer
Reformer• We’re just like you. We care about animals
and the planet we share• We don’t want you to stop eating animal protein.
Just be more aware of the impact of industrial ag on people, animals and the planet
• Mainstream approach appeals to our friends and neighbors who share similar values
• Focus on “reasonable reforms” engages other like‐minded groups concerned about broad‐based issues like health and the environment
Wayne Pacelle – Rational MajorityAnimal Protection
![Page 9: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/9.jpg)
• Legislative and ballot initiatives• Litigation to challenge labels, credibility of ag, modern production practices• Undercover video implying “bad actors” represent the norm• Brand pressure to drive change through the supply chain, i.e. housing,
animal health products, pain management, etc.• Partnerships with other NGOs in environment, animal welfare and health
to amplify and build credibility• Class‐action litigation to drive change through courts• Supporting alternatives to animal protein• Playing the long‐game
Comprehensive Strategies and Tactics
![Page 10: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/10.jpg)
Answering the Wrong Question
Should? Can?
Ethical Question Science Question
![Page 11: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/11.jpg)
1. Delay and hope it goes away2. Rely on science. If that doesn’t work, get more science,
and if that doesn’t work, repeat again3. Talk about economic impact, focusing primarily on our sector4. Attack those who attack us5. If not your sector, keep your head down and offer quiet moral
support to those under attack, but don’t get involved for fear of being next!
Historical Defensive Issues Management
![Page 12: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/12.jpg)
What We’ve Learned about Building Trust
![Page 13: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/13.jpg)
Trust research was published in the Journal of Rural Sociology
SOCIAL LICENSE
FREEDOM TO OPERATE
Trust Model (Sapp/Look East)
The privilege of operating with minimal formalized restrictions based on maintaining public trust
The ability to do what you do best with minimal outside interference
![Page 14: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/14.jpg)
Social License Challenge: Public Health
![Page 15: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/15.jpg)
Social License Challenge: Animal Welfare, Environment
![Page 16: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/16.jpg)
Social License Challenge: Regulation/Litigation
![Page 17: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/17.jpg)
INFLUENTIAL OTHERS
VALUE SIMILARITY
TRUST
Trust research was published in the Journal of Rural Sociology
CONFIDENCE
COMPETENCE
SOCIAL LICENSE
FREEDOM TO OPERATE
Trust Model (Sapp/Look East)
![Page 18: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/18.jpg)
Shared values are 3‐5x more important to building trust than sharing facts or demonstrating technical skills/expertise
What Drives Consumer Trust?
![Page 19: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/19.jpg)
Recommendations for the meat industry
![Page 20: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/20.jpg)
Rather than criticizing meat alternatives,
help consumers understand how animal protein is a
Socially Responsible Part of a Healthy Diet
and helps me
Live My Best Life!.
![Page 21: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/21.jpg)
Success
Emotional and social reinforcement that animal protein helps me live my best life
+
Permission to believe animal protein is an important part of a healthy and socially responsible diet
![Page 22: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/22.jpg)
Legacy of Animal Protein in the Stories of Our Lives“Living My Best Life”
![Page 23: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/23.jpg)
Legacy of Farmers and Other Relatable Influencers“Permission to Believe”
![Page 24: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/24.jpg)
• Health & Nutrition‐‐ Part of a healthy diet, nutrients including protein, iron• Transparency about production practices‐‐ antibiotic use, feed, animal care certification• Impact on the environment‐‐ GHG, Carbon footprint and resource utilization• Taste including preparation‐‐ Consumer’s love the taste, but need preparation ideas
Consumer Interest and Concern Underscores What They Want to Know about Meat
![Page 25: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/25.jpg)
Dedication to … Animal careEnvironmentTransparency
Healthy, affordable food
Connect with Consumers through Shared Values
![Page 26: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/26.jpg)
Reality Check
Silver Bullet Warning!
![Page 27: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/27.jpg)
Embrace the skepticism. It’s not personal, it’s a social condition.
Final Thoughts
© 2019 The Center for Food Integrity
![Page 28: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/28.jpg)
Who you are is as important as what you know.
Final Thoughts
© 2019 The Center for Food Integrity
![Page 29: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/29.jpg)
65% of the general public wants to know more about their food.
Be a trusted resource.
Final Thoughts
© 2019 The Center for Food Integrity
![Page 30: Defend and Deflect No More: Building Trust in Animal Protein · 2020-03-06 · From Abolitionist to Reformer Reformer • We’re just like you. We care about animals and the planet](https://reader033.fdocuments.in/reader033/viewer/2022050411/5f886bfd5afb0875436a5e32/html5/thumbnails/30.jpg)
Defend and Deflect No More
Building Trust in Animal Protein
Charlie.Arnot@foodintegrity.orgwww.foodintegrity.orgwww.Bestfoodfacts.org