1. National conversation
Bold, high-profile campaigns that put animals, climate, and food-system change on the front page — and keep them there.
About us · Strategy
Our theory of change.
The problem is systemic, so the answer has to be too. Here’s why we focus on the food system — and how we plan to change it.
The problem
The industries are the emergency.
Animal farming and fishing industries cause untold suffering to trillions of animals every year. Although regularly ignored in discussions around the climate catastrophe, these industries are a leading cause of the climate and ecological emergencies devastating life across the globe.
Urgent action is needed to protect all life.
The solution
A just, plant-based transition.
Farming and fishing communities must be supported in a necessary and urgent transition to a sustainable and just plant-based food system. This will provide an abundance of food on far less land, giving nature the space to recover and wildlife to return — drawing carbon down from the atmosphere.
And, crucially, it will enable animals to live full, fulfilling lives free from the suffering they are subjected to on farms.
The barriers aren’t technical. They’re political.
How we get there
Three things, done together.
2. Local advocacy
Supporting communities to push for change where they live — from opposing factory farm applications to 100% plant-based catering in schools, hospitals, and councils.
3. Alliances
Working alongside the climate and nature movements, and with farming communities, to build the coalition that wins.
Strategy only works with people behind it.
Be one of them.