“FARM’s mission is to end the use of animals for food. In support of this mission, we operate on several levels.
On the grassroots level, which accounts for the majority of our efforts, we engage likely target audiences, according to their interests, and nudge them along the vegan path. Behind the scenes, we develop resources that make the vegan lifestyle more “doable.” We also support the animal rights movement and grassroots groups around the world.
On the institutional and legislative levels, we are open to initiatives that reduce the use of animal products in food processing and serving. We shy away from legislative initiatives, as they are very costly, unlikely to reduce the number of animals used for food, and vulnerable to unintended consequences.
On the public level, we promote acceptance of veganism by publishing supportive letters to the editor and by placing billboards and bus display cards in major metropolitan areas. Occasionally, we seek to capture media attention through dramatic displays.”