Berkeley Mayor: Ban fraudulent "humane" meat!

Following over a dozen investigations showing horrific cruelty even on so-called “humane” farms, activists with Direct Action Everywhere (DxE) recently negotiated the posting of a sign at a “humane” butcher shop which publicly criticizes the inherent violence and injustice of killing animals.

This groundbreaking victory is the first of DxE’s “Facing the Truth” initiative, which empowers us, as individuals and communities, to unveil the long-suppressed truth of animal exploitation and demand transparency and integrity in our food system. It paves the way for additional animal-friendly progress, including an end goal of a meat-free Berkeley by 2025.

Berkeley’s history of progressive leadership means it has the power - and the responsibility - to lead the US to a more just and more peaceful tomorrow.

Following a citywide ban on the sale of fur in April, Mayor Arreguín said, “Berkeley has a history of being at the forefront in fighting for the welfare of all animals. We welcome more ideas of legislation.”

It is in this spirit that we call on Mayor Arreguín to affirm what has already been established in his community, and ban all “humane” and similarly positive and fraudulent marketing of violence animal bodies and secretions. This includes labels on products themselves as well as all messaging and advertisements in or about these products.