Blue: from other sources
A year after closing the McDonald’s campaign, PETA started to target KFC (part of YUM brands) since KFC was behind its competition in protecting animal welfare. KFC made initial efforts to comply without providing specifics of how compliance is achieved, but it was not enough for PETA to give up its commitment towards animal welfare at KFC. Eventually, PETA launched a campaign called Kentucky Fried Cruelty.
Study Questions for “PETA 's 'Kentucky Fried Cruelty, Inc. ' Campaign”
1a. How important is the issue of farm animal abuse? * Issue is very important to PETA. * Farm animal treatment may affect the bottom line (quality control, cost of additional processes) for KFC as well as its suppliers. * Farm animal abuse speaks to people’s emotions
1b. How important is this issue to you? * I generally don’t think about this issue unless presented with information that is very compelling.
1c. How important do you think the issue is to most Americans? * Most Americans don’t think about where their food comes from unless directly confronted. As with most issues, there is a tension between the emotional issue of animal abuse and the impact to their wallets. * Californians may care more than most Americans (e.g Passed Prop 2 in 2008. The law requires all eggs sold in the state as of Jan. 1, 2015, to come from hens able to stand up, fully extend their limbs, lie down and fully extend their wings without touching each other or the sides of cages.)
2a. Were PETA’s demands excessive?
(and to be included in progress reports in a timely fashion)
Rather than being vague in terms of animal welfare, PETA provided exact demands for chicken welfare based on scientific studies done by poultry experts at various universities. In the letter to Novak the CEO of Tricon Global Restaurants, PETA mentioned that it is not expecting KFC to make monumental changes overnight but