Craig Watts

Turning adversaries into allies to change the chicken industry | Leah Garcés (2021)

Leah Garcés, Craig Watts, Rob Wiblin

Mercy for Animals is executing a global strategic pivot that shifts from adversarial activism to collaborative economic transitions, targeting Southeast Asia and Latin America to internalize the external costs of meat production. By leveraging quantitative tools like the Farm Animal Opportunity Index and enforcing corporate pledges, the organization aims to raise animal agriculture prices until plant-based alternatives become the more affordable choice. This approach combines direct industry engagement with targeted public campaigns to dismantle the debt-dependent structures of poultry farming while simultaneously expanding into new international markets where factory farming standards are still forming.