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Mercy for Animals Farm to Fridge Tour
Story Date: 4/8/2011
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Source: American Egg Board, 3/14/11
Hi all,
I wanted to make sure you had heard the news about the Mercy For Animals (MFA) Farm to Fridge Tour, which launched March 7 in Las Vegas. The tour will continue through June 11 and will travel to more than 40 cities nationwide, including stops next week in San Diego 3/14, Phoenix 3/16, El Paso 3/18 and Dallas 3/21. The tour features a custom-built truck with images of calves, hens and pigs in cages on farms, and urges consumers to change their eating/buying habits. Events in each city will include:
• The truck circling city centers, parking for educational outreach events, and concluding with screenings of MFA’s Farm to Fridge film, which includes undercover footage of laying hens and hatcheries.
• Recruiting volunteers to hand out leaflets and talk to people about factory farming. They will be outfitted in iPad t-shirts playing Farm to Fridge footage.
Media coverage of the tour has been fairly minimal and thus far has been mainly contained on vegan and animal welfare blogs, including vegan section of Examiner.com and the SF Weekly vegan blog. AEB will continue to aggressively monitor for coverage, paying special attention to current and past tour markets, as well as monitoring MFA and other animal welfare groups online.
At this time, we are using caution in regards to issuing a proactive response as it may lend more credibility to MFA and generate attention that they otherwise would not have received. However, AEB has reached out to UEP to coordinate a response in the event that media or MFA reaches out to us. Because some of these markets may be near your farms, please notify us immediately should media or MFA contact you so we can provide you with appropriate response materials.
Lastly, we have been in contact with members of the U.S. Farmers and Ranchers Alliance to identify the outreach efforts of our fellow agricultural groups and discuss the possibility of a combined effort as a united group.
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