Like most writers, those of us in public relations are prone to vanity. If we can choose between having an op-ed piece in a prestigious newspaper or a column in the local supermarket rag, we choose the former, even if it means far fewer people see our work. So is our professional pride causing us to ignore the power of low-brow publications to change hearts and minds? In particular, should the fur trade be taking the UK tabloids more seriously?

The UK Is a special case for a few reasons, notably:

• Everyone speaks English. There’s no denying the impact of the English language in shaping any debate of international concern, including the fur debate. By all means publish in Russian or Portuguese, but don’t expect a global audience.

• The entire UK is a little smaller than the state of Michigan, so many print tabloids (and of course their affiliated websites) have national circulations. Indeed, two in particular, the Mirror and the Sun, are said to carry more weight in national elections than esteemed broadsheets like the Telegraph and the Guardian.

• The UK is the spiritual home of the animal rights movement. When it comes to activists making life hard for animal industries, only Californians come close.

SEE ALSO: Brexit, fur-trimmed parkas, and trendy vegans in London Town. Truth About Fur.

Check Out the Boots!

Enter the Daily Mail, the country’s most notorious tabloid since the News of the World was forced to close a decade ago. On May 23, the Mail ran a piece on two huge fans of fur, Judi Caldwell and partner Lukasz Dlubek from Northern Ireland, while commissioning Mercury Press to take lots of lovely photos. (We all like photos, but for the tabloids, they are essential, and the more provocative the better. Conveniently, Lukasz looks like a cross between Conor McGregor and a member of Ukraine’s Azov regiment. One look at his boots would send most Russian soldiers running!)

This article was not standard Mail fare, but not unprecedented either. Typically, Mail pieces on fur are negative, and for the last several years have involved recycling old photos from a Scandinavian fox farm, with regurgitated sound bites from animal rights leaders implying they have just concluded an “investigation”.

Sometimes, though, the thoroughly unprincipled Mail will change tack on an issue completely, just to keep readers on their toes. This time it chose to tell us that some people – well, these two anyway – think fur is great.

The headline (if this can be called a “headline”) literally says it all: “Couple who love the ‘classy’ feel of wearing real fur claim they have ‘higher morals’ than the vegans who send them death threats online because it’s more sustainable than fake fabrics.”

Then for good measure, the body reiterates the main points: “The pair believe that not only does wearing real fur make them look incredible, but they also say that it is more sustainable and environmentally friendly than faux alternatives and a lot of vegan products.”

Says Lukasz (of the scary boots): “Real fur lasts for so much longer when it’s cared for correctly whereas fake fur is fast fashion – what do they think happens to all the plastic that is used to make it!”

Judi drives the message home: “Nowadays, there is a lot of ‘green washing’ and a big emphasis on veganism and vegetarianism. We are trying to promote sustainable fashion by wearing fur, but people are quick to jump online and judge us.”

SEE ALSO: Fur is a sustainable natural resource. Truth About Fur.

The point about sustainability is well made, of course, and especially pertinent in the UK where the absurd notion is widely accepted that “vegan fashion” (including clothes and shoes made from plastic) is, almost by definition, more “sustainable” than anything which involves the direct killing of animals.

But as anyone familiar with the Mail knows, it is not in the business of educating people. It just wants outraged readers to go, “Whoa! That’s crazy!” – then share the piece widely and hopefully click on some ads. (If you find this interpretation too cynical, another headline used for the same article by an Indian website tells us exactly what we’re supposed to think: “Bizarre: Couple who wear real fur say they are ‘more sustainable’ than vegans; leaves netizens confused.”)

Then the Mail throws more fuel on the fire by having Judi suggest vegans are psychopaths. “The hate we receive from a lot of vegans online is appalling,” she says, “and I’ve even had messages from someone who was threatening to slit mine and my dog’s throat because we wear fur.”

Incredible Reach

Since money is the only reason the Mail publishes such stories, and almost no one reads the comments that follow, it makes no sense for the fur trade to bother responding. But that doesn’t mean we shouldn’t try to get in the game. The reach of these stories is potentially enormous, and frequently far greater than anything published by a reputable media company.

For starters, big UK tabloids like the Mail belong to larger media groups with a slew of other outlets, both in print and on the web, including every popular social media platform. The Mail comes under the umbrella of DMG Media, whose stable includes Metro.co.uk, a tabloid website that also ran a pared-down version of the Judi and Lukasz story. And though we have not confirmed this, it seems highly likely that the story also ran in the print version of Metro. This is the UK’s largest-circulation tabloid (though the fact it’s free must help).

Then there’s life beyond DMG Media. Within days of the Mail publishing its story, it popped up on News India Studio, WST Post, Unilad, Granthshala News, News Dubai, and an ominous-sounding site called Internet Cloning. And these were just the links near the top of our Google search.

Only through serious research could we know which of these recyclers are legitimate and which are simply plagiarists. But that’s the problem of DMG Media’s licensing department.

The fact is, though, that the stuff of UK tabloids is perfect fodder for today’s legions of ad-driven websites employing underpaid rewriters to push trending news stories. In short, a shoddily written story, with no redeeming qualities other than a catchy headline and provocative photos, can reach far more hearts and minds than an op-ed piece in a prestigious broadsheet ever can.

The fur trade has always tried to take the high road when it comes to public relations materials. But maybe we should be taking the low road too. Everyone else is.

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If you have a story that you think would be good fodder for the UK tabloids, send it our way and we’ll see if we can get an editor to take the bait! It needs to promote the message that fur is sustainable, and don’t forget the pics. But other than that, anything goes!

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To learn more about donating to Truth About Fur, click here.

British Columbia’s Ministry of Agriculture, Food and Fisheries has yet to show any science to justify its drastic decision, last November, to introduce a mink farming ban in that province. The failure to provide any serious evidence that mink farming might compromise efforts to combat Covid-19, as the government – echoing animal activists – claimed, raises questions about its real motivation. Even more alarming, the government has refused any compensation for the farm families whose life work and livelihoods have been wiped out.

Rewind to July 2021. After three of BC’s nine mink farms had tested positive for Covid-19, the Ministry of Health drafted an order imposing a moratorium on any further breeding. Since the order would expire in January 2022, before the start of the next breeding season, it did not constitute an immediate threat to farms. But the possibility that the order might simply be extended made planning impossible. So the farmers objected, and the final order instead just prohibited them from increasing the current size of their herds.

Then in August, the government upped the ante dramatically, advising mink farmers that a ban was being considered. In response, the farmers collected a broad range of science demonstrating that, with proper biosecurity measures in place, mink farming could continue without endangering public health. Included were materials from the World Organisation for Animal Health; the Centers for Disease Control and Prevention, the Food and Drug Administration, and the National Veterinary Services Laboratory in the US; and the European Centre for Disease Prevention and Control.

In direct contradiction of this international scientific consensus, on November 5 the BC government dropped the bombshell.

First the Ministry of Agriculture called the farmers to say that the Ministry of Health had reassessed the threat posed by mink farming, and the entire sector was to be “phased out”. Breeding was permanently banned, effective immediately, the last live mink had to be gone by April 2023, and the last pelts must be sold by April 2025. After that, mink farming in BC was history.

With the farmers still reeling in shock, Agriculture Minister Lana Popham, backed up by Provincial Health Officer Dr. Bonnie Henry, then called a press conference the same day to publicly announce their decision.

…

So Many Questions

Immediately the questions began to fly, and not just from fur farmers. Even veterinarians and virologists with expert knowledge of mink farming were perplexed. Only one farm in BC still showed signs of Covid, so why didn’t the government just continue to keep that farm in quarantine, or even cull all its mink? Why close down the entire sector?

And there were more troubling questions the BC government has still failed to answer adequately, or at all. For example:

Question: Is the ban really about protecting the public from Covid, or is it at least in part about appeasing aggressive BC animal rights groups? Popham insists her decision was based solely on public health concerns, but has yet to provide any scientific data to justify such a radical move. Meanwhile, animal activists themselves seem to contradict her claim.

For years, the British Columbia Society for the Prevention of Cruelty to Animals (BCSPCA), The Fur-Bearers, and Humane Society International (HSI) have been campaigning to end mink farming in the province on “animal welfare” and “ethical” grounds. But, when Covid started appearing on mink farms, these groups immediately began scaremongering about a “public health risk”.

These groups are also known to have had many meetings with Popham over the past year, and the minute Popham announced her ban, they began congratulating themselves for a job well done. Crowed HSI chief Kitty Block on her blog, “The move follows an intensive campaign by HSI/Canada, as well as our allies … HSI/Canada and our partners have consistently called on the British Columbia government to ban fur farming in the wake of disturbing reports of horrendous animal suffering in these facilities” [italics added].

Question: Why is BC so out of step with other governments tackling the same pandemic? Back in 2020, when the Danish government ordered the killing of 15 million mink, scientists knew much less than they do now about the risk of mink passing new Covid variants to humans. It’s since been established that the public health risks posed by mink farming are low and manageable, especially in a country like Canada where farms are few and remote from large human settlements. And even Denmark never banned mink farming — and is now compensating farmers to the tune of millions of dollars for their lost animals.

Further reducing the risk to public health are the unprecedented biosecurity measures being deployed on mink farms, plus a Covid vaccine developed specifically for mink, which began rolling out last year. Fur Commission USA reports that about 95% of that country’s mink herd have now been vaccinated, and Finland’s vaccination program is also advancing well. Vaccine access in Canada was limited in 2021, but Zoetis, the US manufacturer, has committed to having enough vaccine available this spring for all Canadian mink. Most of the doses available to Canada in 2021 were used on Nova Scotia mink farms, who purchased them through a cost-sharing agreement with the federal and provincial governments.

The BC government surely knew that vaccines were on the way, and that they promised to resolve the very public health issue it claimed to be addressing. That fact alone strongly suggests it had already decided to ban mink farming, and the imminent availability of vaccines may have forced it to advance its schedule to implement the ban.

Question: Was the timing of the ban a cynical ploy to avoid ordering a cull, and thereby having to pay farmers compensation?

It seems too convenient, from the government’s viewpoint, that the ban was announced in November, just when farmers were about to harvest their mink. The ban on future breeding  put farmers under immense financial pressure to harvest their breeders as well. Within weeks, the farms were almost empty of animals, without any need for the government to order a cull – which would have automatically triggered the requirement to provide compensation.

Question: If, as the BC government claims, farmed mink really posed an unacceptable health risk in November 2021, why did it allow farmers to keep live mink until April 2023? And why were farmers allowed to sell and transport live mink to other jurisdictions?!

Question: If farmed mink pose an unacceptable health risk because they can catch Covid, what about all the other animals we now know can catch it? Pet ferrets, hamsters and cats live in homes, potentially exposing children and the elderly to the virus. Large cats and other animals in zoos have been found with Covid, as have a high percentage of North American white-tailed deer and mice. In fact, there is evidence suggesting that most mammals can transmit the virus even if they don’t show symptoms.

Question: And why just Covid? In 2004, British Columbia had an outbreak of another zoonotic disease, avian flu, worrying the government enough for it to order the culling of 19 million poultry. Then in 2009, Canada was swept by a strain of swine flu that killed at least 428 people (as of February 2017). But in neither case was the possibility ever considered of shutting these industries down. Authorities worked with farmers to mitigate the risks, as they should. BC’s mink farmers, however, got different treatment altogether. Why?

No Compensation?

The fact that the government could close down an entire farming sector, without showing any science to justify it, is cause for concern for anyone in agriculture. But BC’s mink farmers now face a more pressing problem: If the government is true to its word, farm families will not be receiving one cent in compensation, and that will spell financial ruin for many.

When Popham addressed the news conference last November, she made it sound like her ministry would do the right thing and work with farmers to help them “transition” to other activities. The issue of money was deftly skirted around, but she pledged “to help them pursue other farming, business or job opportunities that support their families.” Nice words, but to date no real assistance has been forthcoming. (Although at one meeting the government-appointed consultant did offer farmers the number for a suicide prevention hotline!)

But compensation for the farmers is not only needed, it is surely deserved. For generations in some cases, farm families strived to refine the genetics of their herds. Thanks to their efforts BC produced some of the finest farmed mink in the world, consistently ranking in the top 5% of prices at international auctions. With the stroke of a minister’s pen, all that work has been destroyed.

On November 29, Joe Williams, president of the BC Mink Producers Association (BCMPA), wrote to the ministry asking to see the science and data used to justify the ban, and requesting an urgent meeting “as decisions need to be made”. On December 10, Deputy Minister for Agriculture Tom Ethier replied. The ministry would only be dealing with “individual producers”, not “provincial, national, and international industry groups” – a strategy known as divide and rule. He also stated unequivocally, “The Ministry will not be offering compensation to mink farmers because of this ban.”

Instead of support, BC mink farmers got bureaucratic waffling. “We continue to want to work with producers to find the appropriate supports within existing government programs and support any that wish to transition to other agricultural industries,” wrote Ethier. “We will make staff available to work with mink producers to explore what is possible regarding financial support within these existing programs.”

So how have these vague promises panned out so far? “There is no deal. Nothing,” said Williams. “They are saying it’s due to Covid and they don’t have to pay. There is no compensation, they are not even paying the employees. They in fact are leaving us with massive debt.”

Massive Debt

In fact, the government’s arbitrary action will place many farmers in a deep financial hole.

BC mink farmer Terry Engebretson told the Vancouver Sun that aside from losing his job, he’ll also be stuck with millions of dollars of debt. “This isn’t a transition, it’s an eviction,” he said. “The banks are looking at us and realizing we don’t have any income.”

In 2010, Engebretson drew up a 20-year plan that included a mortgage to pay for barns, pens and a feed-preparation room. If he switched to another type of farming now, he’d have to tear down the barns while still paying the mortgage on them. And with the way many agricultural sectors in BC are supply-managed, if he switched to chickens, for example, he’d need to buy an expensive quota, assuming that it was even available.

“No bank is going to touch me,” he told the Sun. “I’d be piling debt on top of debt. I’ll be lucky if I can keep my home.”

It’s hard to see a happy ending to this story. Time will tell whether the government’s decision was really justified by the science, or whether more insidious influences were at play. What is sure is that the life work and livelihoods of farm families have been destroyed.

The Ministry of Agriculture has abruptly declared a successful and well-regulated farm sector to be illegal, without providing any scientific justification for its action. At the very least, surely it now should provide fair compensation to those affected. The BC government needs to acknowledge the suffering it is causing to citizens who have done nothing wrong, and take full responsibility for its decision. That includes loosening its purse strings immediately.

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Animal welfare and sustainability are both commendable goals for any company’s strategic plan, but they’re also like chalk and cheese. They’re unrelated, which means you don’t advance one by advancing the other. Yet these days, whenever a designer, brand or retailer announces it is dropping fur supposedly for animal welfare reasons, it also claims this will make it more sustainable. This is totally illogical, and they must be called out for it.

Worse still, the deceit appears to be intentional, not just the result of lazy thinking. In a conscious and cynical bid to associate themselves with two of the hottest buzzwords in marketing today, companies are pitching the message, “We believe in animal welfare and sustainability, so we won’t be using furry animals anymore. (Just don’t ask about all the other ones.)”

So why should the fur trade cry “Foul”? Because sustainability is the strongest argument in favour of fur, and we need to defend it against misuse. Now the debate is being twisted and co-opted to make it appear that fur is the very opposite of sustainable.

First let’s look at sustainability and animal welfare separately, and then see how some sneaky companies pretend they are related.

Sustainability Is One Thing …

Just about every business today claims to be striving for greater sustainability, and with good reason. Not only is it good for the planet, it also sells! It’s something customers want to hear. So even if your business is not sustainable today, at least say you are trying, and promise some vague delivery date like 2030.

For a few lucky industries, including the fur trade, sustainability has already been achieved. Historically, it wasn’t always the case, as some wild species were over-harvested. But with the advent of fur farming and a raft of regulations covering harvest sizes and trade, the modern industry has become a model of sustainability.

Here are its main credentials:

• Furbearers, whether trapped or farmed, are a renewable natural resource.
• No endangered species are used.
• Fur farming provides extra protection for wildlife as production can be adjusted to meet changing demand. (This is true for all livestock farming.)
• Farmed furbearers consume leftovers from the production of human food.
• Trappers provide vital information and assistance to wildlife managers.
• Fur is fully biodegradable, even after processing, no matter what animal rights groups claim.
• A fur garment can last for decades, or be restyled as fashions change. It is the complete opposite of wasteful “fast fashion”.

These credentials look even stronger when you compare real fur to fake fur made from non-biodegradable, non-renewable oil.

… Animal Welfare Is Another

Animal welfare is a different issue entirely. While sustainability is concerned with quantifiable inputs such as reproduction rates and environmental impacts, animal welfare deals with the quality of life and death of the animals we use.

It’s difficult to explain in logical terms how companies bundle animal welfare and sustainability together, because the “logic” they employ is false. They first present an erroneous argument, hope we don’t notice, and then use this argument to justify their business strategy. It’s like saying, “2 + 2 obviously equals 5, we can all agree on that. So now let’s focus on that number 5.”

The false logic they want us to fall for is typically along the following lines. “Treating animals well will result in a kinder and gentler world, which we all want to live in. That world must also be sustainable. Therefore, being kinder to animals is integral to ensuring the future sustainability of our planet. And since it’s impossible to achieve an acceptable level of welfare in the fur trade, the most sustainable option is not to use fur at all.”

QED: Fur is unsustainable.

And when you’ve finished wrestling with the twisted logic, take special note that companies are using it only to justify dropping fur. Not leather. Or feathers. Or any other animal products. For these, it’s business as usual. In other words, the level of animal welfare in producing crocodile handbags or goose down is acceptable, and therefore these products are sustainable. What?

Case Studies

Now let’s look at three real-life examples of fashion companies that have dropped fur, and see the knots they tie themselves in to justify it.

Gucci: In 2017, CEO Marco Bizzarri shocked the fashion world by announcing that his company would be dropping fur. He also announced that Gucci had signed on to the Fur Free Retailer program of the Fur Free Alliance, a group that, in its own words, wants to end the fur trade by “raising the serious animal welfare issues related to fur farming and trapping.” The Alliance expresses no interest whatsoever in promoting sustainability. But still, Bizzarri described Gucci’s move as demonstrating “our absolute commitment to making sustainability an intrinsic part of our business.”

The remarkable thing was that only the fur trade challenged Bizzarri to explain how jumping in bed with an animal rights group and dropping fur would make Gucci more sustainable. The media were all over the dropping fur part, but not one journalist questioned the logic. Why was real fur unsustainable? Was fake fur more sustainable? And why was Gucci not dropping leather, exotic skins and feathers too?

So in one fell swoop, Bizzarri framed Gucci as loving both animals and the planet, and he got away with it.

Nothing has changed since either. If you want to know more about Gucci’s stance on animal welfare, the go-to document is titled – wait for it – Gucci Sustainability Principles! This 21-page document on sustainability refers to animal welfare no fewer than 40 times. And there are three whole pages devoted to the “Kering Animal Welfare Standards” (Kering being Gucci’s parent). Why these in-house, self-serving animal welfare standards belong in a document on “sustainability principles” is not explained, but clearly we are supposed to accept that animal welfare is an integral part of sustainability.

Canada Goose: Known for its iconic performance parkas with coyote trim, Canada Goose is now in a tricky spot PR-wise, largely of its own making. For decades, it was a strong advocate of fur as a sustainable natural resource – an industry leader, in fact. Indeed, a page still on its website but that will presumably disappear soon, states: “We remain committed to the functionality and sustainability of real fur.” Then last June it announced that it was dropping fur.

Observers were in no doubt that this was a response to relentless pressure from animal rights groups, but CEO and president Dani Reiss wasn’t about to admit this. Instead he dug himself a hole, saying, “This decision was driven by our commitment to sustainability …”

So the official line is that Canada Goose is dropping fur voluntarily, as part of its ongoing commitment to sustainability, and you can believe that if you want. But the really tricky part is that it can’t actually say fur is unsustainable, because it’s been saying the polar opposite for years. Which leaves us in the odd position of having to turn off our brains and accept that while fur is sustainable, “fur-free” is more sustainable.

And here’s what it looks like in practice:

This new page on the Canada Goose website sports the headline, “We’re going fur-free”, unquestionably an animal rights slogan with no connection to sustainability. But the subhead reads, “Our desire to evolve into a more sustainable brand continues.” No matter what explanation Canada Goose may have for this, it is impossible for a visitor to this webpage not to connect these two ideas. The message, intentional or not, is clear: Canada Goose is going fur-free BECAUSE it is more sustainable.

Mytheresa: And this quote says it all – no further explanation required. This August 26, the Munich-based luxury retailer announced it would not sell fur beyond 2022. Said CEO Michael Kliger, “At Mytheresa, we believe that sustainability is an important part of our future strategy, and this view is clearly shared by our customers, partners and employees. As we already stopped buying exotic skins in spring 2021, it was clear that going fur-free is the natural next step for Mytheresa. We are proud to be making this change and thank the Humane Society of the United States, Four Paws and the Fur Free Alliance for supporting this policy.”

Each company that drops fur will claim slightly different reasons for equating animal welfare with sustainability, but it always boils down to placing them in the best possible light for consumers. And it looks doubly great if you can check two boxes at the same time!

But it’s all nonsense. Animal welfare and sustainability have as much in common with each other as chalk and cheese. It’s also damaging to businesses that really are sustainable, like the fur trade. And that’s why companies that practice this deception should be called out.

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The recent news that Canada Goose would stop trimming the hoods of its performance parkas with coyote fur by the end of 2022 disappointed and angered many trappers and others in the fur trade. But anyone who cares about nature and democracy should be worried too. Here’s why.

First, despite the rhetoric of animal activists and the chatter of some media pundits, it’s clear that the company’s decision to retreat from fur was not driven by consumer trends or evolving societal values. Canada Goose has offered parkas with and without fur trim for years, but thousands of young people continue to choose the iconic coyote ruff – as you can see on the streets of Montreal, Toronto, New York, London, Paris, and other cities as soon as the thermometer dips each fall.

No clothing brand has ever been subjected to such aggressive campaign tactics.

The real reason for Canada Goose’s retreat from fur is clearly because the security, PR, and other costs of responding to relentless protests from animal activists simply became too much to bear. No clothing brand has ever been subjected to such aggressive campaign tactics. Store invasions, social media barrages, even noisy protests in front of CEO Dani Reiss’s home – Canada Goose held strong through it all for more than a decade. But the company’s extraordinary success in making fur cool for hip young consumers singled them out as a primary target for increasingly aggressive activist attacks.

While Dani Reiss always expressed pride about the northern roots of the company his grandfather founded, it no doubt became increasingly difficult to resist activist pressure once a majority share was sold to Bain Capital Private Equity, a US private investment firm, in 2013, and especially when Canada Goose was listed on the New York and Toronto stock exchanges, in 2017.  The bean counters were now in control, and the financial and other costs of defending fur presumably became harder to justify as the company targeted new (warmer) markets, and expanded its product line with lightweight, all-season apparel and accessories.

Simply put, Canada Goose did not decide to stop trimming its parkas with coyote fur because consumers didn’t want to buy them. Canada Goose is dropping fur because it was subjected to the equivalent of a mafia protection racket. The activist message was: “Do as we say or we will destroy your business!” And, after years of intense (and costly) pressure, it worked. This should worry anyone who believes in freedom of choice, no matter what you think about fur.

MUST READ: Canada Goose: We’re Committed to Using Fur. Vice-President Gavin Thompson talks to Truth About Fur, 2020.

Undermining Conservation

Another reason why activist bullying tactics should worry the public is that they undermine responsible and successful wildlife conservation policies. As Ontario Fur Managers Federation general manager Robin Horwath explained in media interviews, “Coyote populations are at record levels; they will have to be managed to maintain a balance, whether we use the fur or not … but if activists succeed in destroying the market, it’s tax-payers who will foot the bill.”

LISTEN: Robin Horwath explains to 64 Toronto radio why coyotes will still need to be culled.

Coyotes are overpopulated across North America; they kill calves and lambs, and are now in our cities – from Los Angeles to Toronto – eating pet dogs and cats, and even attacking people, something rarely seen in the past.

Without a market incentive for trappers, the situation will only worsen. Instead of being valued as a natural resource, to be used responsibly and sustainably, coyotes will again be reduced to the status of “pests”. Governments will again be obliged to offer bounties, as several states and provinces did until not so many years ago. Coyotes will still be killed, but the fur will be wasted. So much for the ethical treatment of animals!

SEE ALSO: Will urban coyotes change the animal rights debate? Truth About Fur.

First Nations leaders are also expressing their concern for how Canada Goose’s decision will impact the markets for furs their communities rely on.

Unfortunate Statement

Caught in the middle between activist pressure and the trappers they have worked with for decades, it should be noted that the media statement issued by Canada Goose about its new policy carefully avoided any negative comment about fur. Fair enough. It is unfortunate, however, that it did include a statement from the CEO of Humane Canada, a coalition of SPCAs and other animal welfare groups, claiming that this was “a significant step forward toward building a more humane and sustainable world.”

The use of coyote and other furs in North America is, in fact, an excellent example of the responsible and sustainable use of nature. And there is nothing humane about leaving nature (i.e., starvation and disease) to manage coyote populations. The leadership at Canada Goose knows this. So why was this misleading and provocative Humane Canada statement included in its announcement? We can only guess that Canada Goose is working with Humane Canada to provide cover for its continued use of goose down, which is the core of its business.

In fact, responding to the decision by Canada Goose to drop fur, PETA announced “a moratorium” on protests against its stores, while pledging to work “behind the scenes” to end the company’s use of down. (Can you spell “Protection Racket”?)

SEE ALSO: 5 Reasons Why PETA Won’t Make Me Ditch My Canada Goose. By Alan Herscovici, Truth About Fur, 2016.

Vicious Circle

Meanwhile, hardly a week goes by when we don’t hear that another major brand or retailer is “going fur free”. It becomes a self-reinforcing cycle, because when Saks, Neimans, Holt Renfrew, and other retailers say they will stop selling fur, there is even less incentive for brands like Canada Goose to continue producing it. If allowed to continue, this vicious circle will also make it more difficult for politicians to resist calls to ban the retail sale of fur products entirely.

SEE ALSO: Progressive politicians should promote fur, not ban it. Truth About Fur.

So what should the fur trade be doing about this? Some people are writing to Canada Goose CEO Dani Reiss to express their concern. We should also be writing to and supporting the brands that continue to use fur, including Rudsak, Kanuk, Mackage, and others.

Most importantly, however, the fur trade must make a huge communications effort to regain control of our own story. We must explain to the public how fur is responsibly and sustainably produced in North America, and why fur is now, more than ever, an ethical choice. We must also sound the alarm about how activist bully tactics are eroding consumer choice, and threatening public health and safety by sabotaging responsible wildlife management. Must a child die from a rabid raccoon bite or being mauled by an urban coyote for the public to appreciate the role trappers play in controlling wildlife populations?

And we must make it personal: it’s time to put the real people of the fur trade – trappers, farmers, craftspeople – at the forefront of this campaign. These are the people whose livelihoods, cultures, and ethics are attacked by increasingly arrogant animal activists. Activist campaigns play on emotions — and in public debate, emotions trump logic — but we have feelings and values too. It’s time we were heard!

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To learn more about donating to Truth About Fur, click here.

Gene Walters was born in South Dakota in 1927, but his family moved to the untamed forests of northern Alberta when he was about a year old. By age nine, he was helping his older brother, Andy, on the trapline, and that's where he stayed until he passed away in 2011. To say he was a trapper would be an understatement. In every sense, he was a part of the wilderness in which he spent his entire life.

Now his story is available for all to share. Child of the Wilderness, published in 2005 but deserving of a far wider audience than it has so far found, is a labour of love compiled over several years by Gene and his family and friends. And it will appeal to trappers and non-trappers alike.

Trappers – and survivalists, for that matter – will enjoy Gene's bottomless well of tips about their shared craft, and the lessons he learned, often the hard way, just to stay alive. All readers, meanwhile, will enjoy Child of the Wilderness on at least two levels.

Firstly, it is an intimate diary of a man who learned to live in an unforgiving landscape at a very early age, and kept at it for the rest of his life. And it is told in an effortless manner that trappers seem to excel at. The language is plain, never flowery, and the stories are a perfect blend of matter-of-fact lessons and dry humour. We are tutored while also being entertained.

Gene also stays squarely focused on the subject matter: living off nature, and the myriad family members, friends and animals that shared his journey. One suspects he never had the kind of extraordinary experiences most autobiographers love to share, like having an affair with a princess or rubbing shoulders with celebrities, but what may have been mundane experiences for him – like getting charged by a giant grizzly – will seem extraordinary enough for most of us!

On a second level, Child of the Wilderness will appeal to any fan of recent history, and in particular that of Canada's fur trade. Spanning as it does no less than 73 years on the trapline, it provides a record of a period in the country's history in which – sad to say – man's connection to the land began to fade. Historians so often have to work with primary sources that are snapshots of limited time periods, perhaps even just special events, that they must then piece together to form a larger picture. Child of the Wilderness renders unnecessary much of the contextual guesswork by providing a detailed background of daily life in one place, over many decades.

So without further ado, let's provide some of that context, in Gene's own words.

ON BUILDING TRAPLINES: "I’ll explain what we did regarding traplines. We started out with four townships; that’s two townships apiece. The trapline now is about 10 townships or better. I did a lot of skydiving and whatnot to get this line. Well, let’s face it – I didn’t really jump out of a plane! I suppose you could say I had good friends in the Forestry service, because all these lines were put in by the Forestry except the last line I got. This line that we have now was actually five traplines."

YOUNG, ALONE, AND ARMED! "We’d been in the bush about three weeks when my brother [Andy] had to go home to bring in more supplies, and he said, 'Look, young fellow, why don’t you stay here until I come back? If I take you along, it’s going to take me longer than if I go by myself.'

"I was only nine years old. I had a .22 but still was a little bit leery of staying alone. He talked me into it. I finally said to him, 'The only way I’ll stay is if you leave me the rifle (a .300 Savage), and I can go kill a moose.'"

The next day, a very young Gene did indeed bag his first moose!

FAT AND PROTEIN: "When I went to the bush with my brother we not only saved bear grease but we dried moose meat and smoked it. Also, we’d catch fish. We were at a lake called Meekwap, at the south end of where we trapped. We caught fish with a net and those were hung up, dried and smoked. As far as camping out in cold weather goes, don’t ever believe that you shouldn’t eat fat food. If you didn’t eat fat foods with lots of protein back in those days, you wouldn’t have survived. People’s lifestyles should designate what they eat."

RAFTING LESSON LEARNED: "In the spring of 1944, I took the dogs with me to fill a beaver permit. When I got to the river there was an ice jam. It wasn’t safe to cross on the ice jam so I went up the river a-ways. I chopped logs with an axe to make a raft before dark.

"I made it small, tied my stuff in the middle and kept my rifle on my back. When I was pushing the raft out, I made the mistake of yelling 'Let’s go, fellows!' to the dogs. The whole cockeyed works lit on one end of the raft and it started sinking. The front came up and the only thing that kept me on was clamping my knees on the stuff I had tied to the raft. I finally got all the dogs off the raft, except one. Rover wouldn’t get off because he was chickenshit.

"I saw the ice jam coming up. I paddled with a small pole and barely made it across before I hit the ice jam. It was the last time in my life I ever said 'Let’s go, fellows!'”

DON'T PACK YOUR DOGS HARD: "I’ll tell you about the dogs we had over the years. Andy had Rusty, Smoky, Schmeling and Tunney. Schmeling and Tunney were named after heavyweight boxers Max Schmeling and Gene Tunney. We had another one by the name of Cruiser.

"One day we were by Mile 20, and Cruiser took about two lunges and fell dead of a heart attack or an aneurysm. He wasn’t being overworked, because if I remember right, he wasn’t packing hard at all. We never packed our dogs hard. We’d pack more dogs if that’s what it took, because you didn’t want to wear your dogs out."

DAD WAS NO TRAPPER: "During all those hard times, fur was worth more money than anything else. You almost couldn’t give grain away, but at the same time you could sell a coyote for up to 10 dollars for a real good one. Red fox brought 12, 15, or 20 dollars, depending on how good it was. Cross fox sold for up to 40 or 50 dollars, and silver fox were worth up to a hundred and more. You can see why a person would have gone trapping. ...

"My dad went out on the trapline with my brother a time or two, but my dad himself was not a trapper. He had come from the prairies. If you took him three or four miles out in the bush and turned him around twice, he was lost and wouldn’t have found his way back."

CATCHING MINK FEED: "In later years, when we still had the mink in the ’60s, we fished tullibee, for the mink feed. The fish in Slave Lake were small. It took about three of them to make a pound. We used small mesh nets, about two-and-three-quarters; the depth was 80 to 100 mesh nets. If we wanted deeper nets, we overlapped the 80 mesh nets. ... Sometimes you’d bring in a 100-yard net and have two tons of fish. ...

"If you got caught with four or five nets out, with that many fish, it was a nightmare. You took the fish home, sold them to everybody you could, and filled every freezer you had. The odd time you’d lose some. The mink would eat a half to one pound a day. You’d grind the fish up with minerals and feed it to the mink."

GOOSE RIVER AND AN AMAZING HORSE: "The Indian [who sold Gene a horse] told me that when I got to a river or anything, not to force the horse to cross. He said to cross first and then call for him and he’d come by himself. Well, I couldn’t believe that. I have seen some well-trained horses in my life, and I thought that was a little far-fetched.

"When we got to Goose River it was pretty high, so we built a raft. I told Andy I would take everything across and he could stay and hold the horse. The mistake I made was, when I was told the horse would come straight over to me, he wasn’t just whistling Dixie. Instead of going down the river from the horse, I went straight across from the horse and that horse tried to swim straight over to me – he was going to come where I was. I thought I had better run down the river a bit, so I did and the horse came to right where I was. It was the most amazing thing you ever saw in your life. When you came to a mud hole or a bad place, you’d just turn him loose and go across it so he would come to you. He would cross on his own and never get stuck. He was an amazing animal and I only paid 15 dollars for him."

STINKY BAIT: "There’s no special secret with meat for coyote and wolf bait. We simply skin the beaver out and use the carcasses. We cut them up and put them in plastic pails, which we get from the fast-food outlets and grocery stores. They’re five-gallon pails with lids. You fill them a third full. You also get fish that they’re going to throw out at the fish plant. You throw about a half-dozen fish in the pail and let it rot all summer. It stinks like hell. The older the bait, the better. We’ve got some that’s four or five years old."

DON'T POISON THE FAMILY! "In the ’60s when Alice and Brian and I were at the lake, I used to get up and make breakfast. One morning I got the fire going, and of course it was a log shack and there were mice in it. I went to put oatmeal in the water and I could see these seeds in it. I couldn’t figure out what they were. We had this mouse-seed poison that looked like flax seed; anyway the mice had packed this seed into the oatmeal. We threw it all out. God knows what would have happened if we had eaten it."

SEVEN MILES WITH A GRIZZLY: "Back in the ’80s I was out with one of the dogs on the power line across Goose River. It was the middle of the day and we were having a rest. The dog, Winnie, got excited and I looked down the line and couldn’t see anything. She got more excited so I looked up again, and out onto the power line came this huge grizzly bear. I had a licence but I didn’t want to kill a bear that far from nowhere. The only way I could get the hide out was to carry it. I decided I’d leave him alone. But he started coming towards us and when he was about 50 yards away I yelled at him. He wouldn’t stop, he just kept coming. I picked a point where I would have to shoot him. He reached that point and he was dead. Boy, then I had a job. I skinned him, carried the hide out that day and went back the next day with a pack sack to carry the head out. I had to carry that huge hide about seven miles, draped around my neck. I knew I’d had a workout by the time I got to the truck."

And that's just a taster. Maybe the day will never come when you have to pack a dog, smoke moose meat, build a raft, or face a charging grizzly, but wouldn't it be great to know how?

To order your copy of Child of the Wilderness, email [email protected] or visit https://www.facebook.com/Child-of-the-Wilderness-570244633405348.

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It’s the Holiday Season, a time of good cheer, so let’s pretend for a moment that Covid-19 hasn’t made the last year thoroughly miserable for everyone, including the fur trade. After all, every cloud has a silver lining, right? What follows may seem like a stretch, but not everything about 2020 was bad.

Silver Lining 1: Closed Season on Retail Bans

Let’s start with something that didn’t happen in 2020: if there were any new campaigns launched to ban fur retail in the US, Truth About Fur didn’t hear about them. This bore out a prediction we made last March that, with the pandemic building, no one would have time to argue about animal rights.

Before the pandemic, animal rights groups were on a roll in California. They started small, in trendy West Hollywood, where a retail ban went into effect in 2013. Then Berkeley fell in 2017, San Francisco’s ban began last January, and a Los Angeles ban starts in 2021. In 2023, California’s statewide ban is scheduled to begin. (The sad irony, of course, is that the politicians who supported these bans pride themselves as being "progressives" -- in which case, as Truth About Fur's Alan Herscovici explained, they should be promoting fur, not trying to ban it!)

Activists tried the same tactics in New York City (and state) in 2019, but stalled in the face of stiff opposition. And, just before the pandemic reached the US, they were targeting Minneapolis.

The fur trade mounted challenges to all these campaigns -- and legal challenges forced San Francisco to acknowledge that furs can still be purchased by mail order in that city -- but putting out fires left and right is expensive and time-consuming. Then Covid-19 came and stole the show, ably supported by such explosive events as the Black Lives Matter riots and the US election. Any interest in talking up fur sales bans evaporated, and they remain irrelevant to this day.

It won’t last, of course. Once Covid is under control and there’s a slow news day (remember those?), animal rights extremists and attention-hungry politicians will be teaming up again. But until then, the fur trade can take a breather and regroup. It’s not much of a silver lining, but a breather was definitely needed!

Silver Lining 2: Denmark’s Loss May Be Your Gain

It’s never nice to benefit from another’s misfortune, but it happens in business all the time. Now the world’s largest exporter of mink has been struck down, and other producers -- especially in North America -- stand to gain.

In November, the Danish government ordered the culling of the country’s entire mink herd – believed to be about 14 million animals according to insiders, not 17 million as widely reported – after a mutation of the coronavirus was found that, some feared, might reduce the efficacy of a human vaccine. The government has admitted it had no legal authority to order the cull, and the threat posed by the mutation has been questioned (not least because it hasn’t been seen since September). But the cull went ahead anyway, and the Danish government has forbidden further breeding in that country until 2022.

SEE ALSO: With proper precautions, mink farms don’t pose Covid-19 risk. Truth About Fur.

It’s still unclear whether Denmark’s mink industry is really finished, but Kopenhagen Fur, the world’s largest auction house whose main supplier is the Danish Fur Breeders’ Association, seems to think so. “It is a de facto permanent closure and liquidation of the fur industry,” said chairman Tage Pedersen, who predicted 6,000 lost jobs -- including more than 1,100 farm families. The auction house has said it will clear reserve stocks while implementing "a controlled shutdown over a period of 2-3 years."

So what’s the silver lining here? Well, if the Danish industry is truly over, as Pedersen suggests, the next few years should see a significant drop in supply and, consequently, rising prices. In particular, North America's mink farmers should benefit since their fur pelts are widely considered to be the world’s finest, though its chief rival, Denmark, produced far more. Other fur types, like fox, may see a rebound too as garment makers look for alternatives.

In fact, Saga Furs, in Finland, may have shown a glimpse of the future on Dec. 15 when it concluded its first international auction – online, of course -- since the Danish cull. Summarizing the results for Truth About Fur, a representative said that almost all (90%) of the one million mink on offer were sold “at overall prices up by 50% since last auction, with North American mink sold at a premium. China, with support from Italy and Turkey, were the main buyers, with multiple bids per lot. Blue foxes were also up, by 17%, and shadow foxes up 10%.”

The mink-farming sector now has an unexpected opportunity to reset its output. Until 2013, when prices were peaking, many observers feared rapidly escalating over-production. Both prices and production have fallen since then, but with Denmark out of the picture, we could see a leaner, meaner, and more profitable industry with world production more closely aligned with actual demand. Of course, farmers in other countries might just ramp up production to fill the shortfall. But with prices still barely covering production costs (if that), and the current uncertainty in retail markets, it is unlikely that mink production will return to recently-seen levels any time soon.

Personally, I find it hard to believe Denmark’s mink industry will roll over and die so easily. But its production will, at the very least, take a major hit in the short- to mid-term. And therein, sad as it may be, lies a silver lining for most everyone else.

Silver Lining 3: The Rush to Replace NAFA Is On

Last but not least in our doggedly joyous roundup of 2020, there’s the North American auction scene. After the biggest player bowed out, a period of great uncertainty ensued as others jockeyed to take up the slack. They haven’t quite sorted themselves out yet, but the good news is that a number of strong options have already emerged.

Until late last year, North American Fur Auctions was, by far, the continent’s largest fur auction house. Based in Toronto with facilities in Wisconsin and elsewhere, NAFA was North America's leading marketer of both farmed and wild fur. This dominance was assured in 2018 with the collapse of its Seattle-based competitor, American Legend Cooperative.

And then it all came unglued. On Oct. 31, 2019, NAFA was granted creditor protection, leaving many fur farmers wondering how to sell their furs – or, for that matter, what would happen to furs already consigned to -- or sold by -- the auction house.

The auction scene is still in flux, with news that New York-based American Mink Exchange will be selling in collaboration with Fur Harvesters Auction in North Bay, while Saga Furs is also poised to play a stronger role in North America. Meanwhile, Fur Harvesters Auction -- a cooperative venture of First Nations and other trappers -- is gearing up to greatly expand its wild fur offerings, while Illinois-based Groenewold Fur & Wool Co. has stepped up its presence in Canada. Other projects are also rumoured to be in the works.

In the meantime, the silver lining of NAFA’s demise is that there seems to be no shortage of parties ready to take its place. Imagine if no one had wanted the job! But if there are two words that describe the people of the fur trade, they are "tenacity" and "adaptability". Let's see how they play out in 2021!

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I hate to say "I told you so!" but only a fool could not have seen this coming. A few short years ago, while clearly being manipulated by animal rights groups, a wave of designer brands very publicly announced they would be dropping fur. Inevitably, they are now being pressured to drop exotic skins too, and many are capitulating. After all, how can fur be bad, but exotic skins ok? The question now is: how much of their core business are the big luxury conglomerates ready to sacrifice on the altar of political correctness?

Indeed, all the arguments for and against fur and exotic skins are essentially the same. On the one hand, both are beautiful natural materials, and if produced responsibly, they're renewable and sustainable, leaving a negligible environmental footprint. On the other hand, both involve the taking of life, which animal rights groups oppose on principle and work hard to present as cruel. For a contemporary twist, those same groups now also claim that trading in furs and exotic skins increases the risk of pandemics like Covid-19.

Yet this time around, advocates of sustainable use are hoping for some stiffer resistance, and specifically from two of the world's largest luxury goods conglomerates, LVMH and Kering. Not only do their corporate policies strongly endorse sustainability, but they are also invested in their supply chains for exotic skins. It seems unlikely they will abandon these investments without a fight.

SEE ALSO: Fur is a sustainable natural resource. Truth About Fur.

As a subplot to the bigger story, the fur trade should watch Kering subsidiary Gucci closely. This iconic brand rocked the fashion world in 2017 when it dropped fur in the name of "sustainability". If it now dumps exotic skins, that would at least be consistent. But if it toes the Kering line and sticks with exotic skins, how will it explain the double standard?

So What Are "Exotic Skins"?

But first, let's clarify what an "exotic skin" is. It's a loose category used by the Western fashion industry mostly for the skins of reptiles - snakes, crocodilians, and lizards. Some fish are in there too, like stingrays and sharks. And then there are ostriches. (The jury seems to be out on whether kangaroo leather is exotic or not.)

Some animals are taken in the wild - obviously stingrays and sharks - but most are now farmed, with ostrich and croc farming having long histories. As for where the skins end up, most are used for shoes, bags and belts, plus a few jackets and hats.

To put the current exodus from exotic skins in context, we need to turn the clock back just four years or so. For two decades, animal rights groups - led by PETA and HSUS - had been pressuring designers to drop fur. And then suddenly, the dominoes started to fall. Armani, Hugo Boss, Versace, Gucci, John Galliano, Burberry, Prada - the list just kept on growing.

A very few, like Donatella Versace, seemed genuinely happy to drop fur, but all were either nudged gently or prodded hard by PETA and HSUS. And when they succumbed, they usually felt compelled to make public statements against fur that inevitably made it harder for other fur-using brands to stand their ground.

And to make it harder still, animal rights groups made sure these brands got lots of press coverage and showered them with "green" points. Yes, "green", because this mass defection from fur was not couched in animal rights terms, and only partially as animal welfare. Above all, we were told, it was about "sustainability". In short, by ditching fur, these brands were saving the planet!

SEE ALSO: Why is Giorgio Armani really quitting fur? Truth About Fur.

Gucci's "Sustainability" Claim Slammed

None of the new converts appeared more opportunistic -- or misinformed -- than Gucci, previously such a prolific user of fur. And to make matters worse, Gucci is seen as a leader in the luxury sector, so its influence on other brands and the negative press it generated for fur were tremendous.

In 2017, Gucci CEO Marco Bizzarri raised the eyebrows of anyone who understood sustainability when he announced the company's new policy. Dropping fur, he explained, was a demonstration of “our absolute commitment to making sustainability an intrinsic part of our business.” So, bizarrely, it was goodbye to renewable, biodegradable, natural fur, and hello to non-biodegradable fake fur made from non-renewable petroleum.

SEE ALSO: Fur-free Gucci policy contradicts company's "sustainability" claims. Truth About Fur.

As if that were not bizarre enough, conspicuous by its absence was any suggestion by Bizzarri that Gucci might drop exotic skins. His animal rights handlers were also silent on the subject, but was he really naive enough to think that would last?

In fact, for several years Gucci's parent company, Kering, has been in a partnership with the International Union for the Conservation of Nature in a conservation and sustainable use project farming pythons. Cooperative ventures of this type are now commonplace for species in the exotic skin trade, securing supply chains while relieving pressure on wild populations, not least by reducing poaching. In short, Kering's python farm is the epitome of sustainability.

So sooner or later Gucci will have to address a quandary of its own making. An estimated 85% of fur today comes from farms (and wild-fur harvesting is strictly regulated), but Bizzarri says the trade is unsustainable. Meanwhile, Kering supplies his company with farmed python skins. Will Gucci now defy Kering and drop exotic skins too? Or will it make the totally unsupportable claim that snake farming is sustainable but fur farming is not?

First to Fold: Chanel

First to fall among exotic skin users was independent fashion house Chanel, in 2018, and it came out of the blue. Designer Karl Lagerfeld told Women's Wear Daily it was "a free choice" rather than “being imposed on us. We did it because it’s in the air," implying that animal rights groups were not directly involved. It was generally assumed that Chanel's weak supply chain for exotic skins meant it could no longer meet its needs, so it just threw in the towel.

Whatever Chanel's motivation, it went public with the decision and PETA made a big song and dance over it, so they both got their free publicity.

And then, as in the fur exodus, others followed suit, all garnering the same free publicity and lavish praise from animal rights groups.

Since last year, the following brands have sworn off exotic skins, and there are surely others: Victoria Beckham, Jil Sander, Paul Smith, Mulberry, Vivienne Westwood, Diane von Furstenberg, SMCP (parent of Sandro, Maje, Claudie Pierlot and De Fursac), and PVH (owner of Calvin Klein and Tommy Hilfiger). Retailers Selfridges, Brooks Brothers, Topshop, and H&M won't be stocking exotic skins anymore, and Nordstrom will phase them out by the end of 2021. And three fashion weeks so far have banned them: Melbourne, Helsinki and Stockholm.

But LVMH Calls Fur and Exotic Skins "Precious"

Yet perversely, this latest triumph of animal rights over sustainable use may be a blessing in disguise - the wakeup call the luxury industry needs to say enough is enough. Both LVMH and Kering are committed to exotic skins and fur, and while they don't dictate what materials their subsidiaries use, they have huge influence. They also have a public voice, so if they're ever going to make a strong stand in support of sustainable use, now is the time.

LVMH oversees such household names in fashion as Celine, Christian Dior, Fendi, Givenchy, Louis Vitton, Marc Jacobs, among many others. Kering's stable is smaller but nonetheless impressive. In addition to Gucci, it represents names like Yves Saint Laurent, Balenciaga and Alexander McQueen.

So it was gratifying that at its virtual annual shareholders' meeting last June, LVMH issued a strong endorsement of both exotic skins and fur.

As a shareholder, PETA emailed a question asking whether LVMH would be giving up fur and exotic skins "as of today". Group managing director Antonio Belloni responded (at 46:28): "This is a recurring question on their part. Now, our position is that natural raw materials constitute a precious material and are at the heart of the outstanding products of our houses. Each house can decide on these materials, but must strictly comply with our code of practice pertaining to responsible sourcing of animal raw materials that sets out long-term commitments in three areas: traceability of supplies, animal welfare, and lastly the respect for local populations, the environment, and biodiversity."

The problem is, this endorsement didn't grab any headlines, but that just underscores the lack of media clout sustainable users have compared with animal rights groups. If LVMH had come out against exotic skins and fur, PETA and HSUS would have had the story on every front page from New York to Shanghai. Bottom line: there is a story here, and we just need to be more effective at telling it.

As animal rights groups continue to pressure luxury conglomerates to drop exotic skins and fur, the fur trade should be looking to revitalise the strategic alliance it has long had with these corporations, and demand they stand up and be counted. And if clueless Gucci continues to embrace exotic skins while rejecting fur, we should demand to know why.

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Shared adversity can bring out the best in people, and that's the silver lining to the very dark cloud that is the Covid-19 pandemic. Around the world, people are helping others any which way they can, from singing opera on Italian balconies to simple acts of kindness like delivering groceries to the elderly or cleaning restrooms for truckers. So while it does not surprise us, we are proud that the fur trade is also doing its part.

Countless efforts are being made in ways we'll never even hear about, but here are a few that have come across our desk. If you know of other efforts from the fur trade that we can add, please drop us a line at [email protected].

SEE ALSO: Letter from a Cree trapper: Nature is our refuge from Covid-19. Truth About Fur.

NY, Chicago Restart Sewing Machines

It's no wonder that New York's fur trade has been stepping up. The city and state have been the North American epicentre of the pandemic, non-essential businesses have been shuttered, and hospitals have faced a desperate shortage of personal protective equipment (PPE).

So playing to their strengths, local furriers have been turning their hands to making masks and hospital gowns. In early April, an order was secured to provide 50,000 units to several Brooklyn hospitals, with the certainty of more to follow, and all costs to be covered by the city or state. "This opportunity allows us to perform a tremendous service for our first responders and healthcare workers on the frontline," said an industry appeal to its members, urging others to join. "It also puts our people back to work during an economically trying time with no immediate end in sight."

One company now busy making masks is Tres Chic Furs in the city's Garment District. Owner Golfo Karageorgos would prefer to be making medical-grade masks, but the fabric has been hard to find, she told the New York Post. Let's hope that situation changes, but for now her six employees are producing commercial-grade, three-ply, non-woven disposable masks, and giving them to everyone from corrections officers and supermarket workers to hospital staff. “We’re producing tens of thousands of these and giving them out as we’re making them, literally, as people need them,” she said.

“The coronavirus has shown how important local, small manufacturers are given the crisis we’re enduring right now and how broken our supply chain is,” she said. “The city tried to ban the fur industry last year, and we fought them, saying that we’re local small business owners and manufacturers and we're the foundation of the city and what it’s built on. And if anything, this pandemic has shown how important local manufacturing and small business is."

The Post also reported that trade group FurNYC purchased and provided 5,000 KN95 masks (certified by the Centers for Disease Control) to City Councilman Robert Cornegy to donate to two hospitals in his district.

“I’m pleased to work with the fur industry on this initiative, to manufacture masks for people and secure KN95 masks for people on the front lines in hospitals," said Cornegy. “This is an opportunity for two forces, a politician and a unique industry, to help serve the people of New York. We should all be able to come together in crisis to do good for our city.”

Meanwhile, in the Chicago suburb of Westchester, Christos Furs has begun making two types of mask. Simple MERV 13 masks will serve the public well, or if you want a mask to "last you a lifetime", check out its double leather and double MERV 13 masks with interchangeable filters.

SEE ALSO: New priorities? Fur in a time of coronavirus. Truth About Fur.

Meanwhile in Canada

Small and large, Canadian companies are playing their part, and that includes the largest player in the fur garment industry. Since late March, Canada Goose has been steadily expanding its production of PPE, with the aim of getting all eight of its manufacturing facilities - with some 900 employees - operating at capacity. In an Apr. 9 press release, Canada Goose said it was producing at least 60,000 gowns and scrubs per week, with contracts to produce 1.5 million L2 gowns for the federal government, and 100,000 reusable gowns for Shared Health Manitoba.

“With one of the largest Canadian apparel manufacturing infrastructures in the country, we are uniquely positioned to re-tool our facilities and refocus our teams to produce a variety of personal protective equipment," said president and CEO Dani Reiss. "And we are prepared to leverage all of our resources to do what’s right for our country."

Special Mentions

For sure there are others in the fur trade helping fight Covid-19, but until we hear about them, let's close with a couple of special mentions.

The International Fur Federation has stepped up to help others in the trade contribute to their communities. Cash awards have been dispensed in Ontario, New York, Romania, Turkey, Italy, and Kastoria, Greece, to help fund medical equipment including PPE. In Ontario, the funds have been coursed through Fur Harvesters Auction for use by the North Bay Regional Health Centre Foundation. "At this awful time it’s important the fur trade does its part to support communities," said IFF CEO Mark Oaten.

SEE ALSO: The fashion and fur industry fight back against the Covid-19 virus. International Fur Federation.

And last but definitely not least, we have Dave Hastings, president of the trapping association Fur Takers of America. Dave will be surprised by this accolade, but it's really for the millions of people like him who are keeping society ticking over by providing vital services.

It started with an innocent question from me, never intending to put Dave on the spot! Did the FTA have any plans as an association to help fight Covid-19? Dave responded with frustration and embarrassment, but a sense of resignation that since most trappers live in rural areas, organizing initiatives can be challenging. "We have several ideas cooking though," he said, determined to stay upbeat.

Dave hails from a small community of perhaps 100 people, he explained. "My neighbors are elderly and immune-compromised. We, all the close neighbours, pitch in - scoop the walks, pull the trash containers out on trash days, pick up items at the stores, help with transportation, carry the mail to houses."

"So the members of our community are pretty engaged, much as they would be everywhere I hope," he continued. "Lots of mask-sewing going on all over. Red Cross blood drives - even under the cloud of Covid risk, we are still gathering much-needed blood for our hospitals."

Well, that sounds great, I thought. And then came the icing on the cake!

"I'm a volunteer on the local Fire/Rescue team. Our protocols about emergency response are a little intimidating under the circumstances, but we still definitely respond to ambulance-assist calls, car accidents, fires, just about any 911-related need. Not a man or woman on the crew has asked to step down."

So it's hats off to everyone in the trade busy making PPE! And it's hats off also to everyone helping in other ways! You may not have a sewing machine or be a fireman, but we can all help in the fight against Covid-19. And remember, if you know of someone in our trade who's answered the call to arms, please let us know at [email protected].

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Your idea of what makes a current event important may differ from mine, but occasionally a story comes along that grabs everyone's attention. Enter coronavirus COVID-19. At the time of writing, some 6,000 people have already died, and that number is sure to rise - a lot. And if fears of a global recession to follow prove founded, billions of us will be negatively impacted. Millions already have been.

In short, it's the kind of event that makes people rethink their priorities. The price of potatoes suddenly seems inconsequential, and we may even put our favourite advocacies on hold. Who has the time to complain about white people wearing dreadlocks or mansplaining when lives are on the line?

And that's why I predict a small silver lining for the fur trade amidst the current catastrophe. In the coming year, there will be no major campaigns launched by animal rights groups in North America - or if there are, they will be roundly ignored. I also believe this lull will provide an opportunity for us to regroup and rethink our strategy after taking some tough knocks in 2019.

Posturing Politicians

Last year was hardly quiet on the news front, but unless you lived in Syria, Iraq, Yemen, Myanmar, or quite a few other places to be honest, the news was unlikely to kill you. Climate change advanced apace, but even the most pessimistic of forecasters think we can still turn it around. The refugee crisis in Europe worsened further, but it barely affects North Americans. The Hong Kong riots grabbed headlines for a few months, but the Western media lost interest when China failed to invade. And everyone was sick to death of Brexit years before it even happened.

So it was against this backdrop of a "normal" news year that campaigns to ban fur retail sales in California and New York City were able to gain traction. Politicians could posture before potential voters, the media lapped up a polarising issue as they always do, and advocates could focus fully on either saving or destroying an industry.

SEE ALSO: There's no justification for banning the sale of fur. By Alan Herscovici.

Big Stories

But now the whole news landscape has changed, and, in just the last few weeks, been turned on its head.

For me, the change began with the Australian bushfires. It took a few months for them to register on the international radar, but when they did, we were appalled to see the extent of the devastation and loss of life. It was also a huge shot in the arm for the climate change campaign.

Then for a few days in January, while the bushfires were still at their peak, we seemed to be staring down the barrel of World War III. The US assassinated Iranian general Qasem Soleimani, Iran vowed to retaliate, Trump vowed to retaliate back harder, Iran fired missiles, and bizarrely the situation was only defused when Iran "accidentally" shot down a civilian airliner with no Americans on board but loads of Canadians. All very scary.

So the transition from 2019 to 2020 was a rollercoaster ride. And just when you thought it couldn't get any hairier, along came a pandemic.

I don't need to tell you the details of COVID-19 because, unless you live under a rock, you know them already. Suffice to say, this story will hog the headlines for the next several months at least, with new life being breathed into it every time a famous person falls ill or a major public event is cancelled. And even after a vaccine is found, the global recession that some experts are predicting will keep copywriters busy for years.

Changing Priorities?

So what does all this have to do with the great fur debate?

Well, I predict that life will change in myriad ways, one of which will be a resetting of priorities, not just at the government level but also at the personal level. Even more emphasis than before will be placed on cooperation on issues that really matter to the global community, while less time and effort will be spent on issues that are, in the grand scheme of things, unimportant.

It goes without saying that the world will emerge from this better prepared to face the next pandemic. Climate change will continue to garner great interest, in tandem with sustainable living. And it's way past time for governments to be held accountable for perpetuating war in Syria, Yemen, and anywhere else faced with this ultimate scourge.

In contrast, I believe, people wanting to "make a difference" will be less inclined to expend energy on petty and divisive issues to which there are no solutions anyway because there's no "right" or "wrong". When human lives and the future of the planet are at stake, there are surely better ways to spend your time than campaigning against smoking in public parks.

OK, so there's some wishful thinking on my part that this change will last, but I do believe that at least for the duration of the coronavirus crisis, animal rights groups will have a hard time getting anyone's attention, and might as well take a vacation. Remember, you heard it here first. For as long as the pandemic lasts, there will be no new initiatives launched to ban fur retail.

It's a simple matter of priorities. In quiet times, on the domestic front anyway, politicians obsess with pandering to any demographic group they think might help get them re-elected. But in a time of coronavirus, their focus must be on keeping their constituents alive. In quiet times, news desk editors lap up a PETA stunt, particularly if half-naked women are involved. But with coronavirus running amok, they're smart enough to know that their audience has no time for anything else. And as for the public, they're far too busy stockpiling toilet paper (I still can't see how that helps) to worry about whether Canada Goose is opening a new store for its coyote-trimmed parkas.

SEE ALSO: Five reasons PETA won't make me ditch my Canada Goose. By Alan Herscovici.

This new reality will provide an opportunity - or at least a time-out - for all animal users to regroup and strengthen our message in preparation for the time when animal rights groups think it's business as usual again.

We already have a formidable arsenal of arguments in our favour, dealing with issues that are important to a growing number of people. We can effectively argue sustainability, ethics, cultural heritage, jobs, wildlife management, and more. I believe that post-coronavirus, the world will be more discerning about which messages it listens to, and we just have to be more effective at getting ours across.

Don't get me wrong about absolute priorities. There's a potentially lethal pandemic under way, and nothing is more important than staying safe. And that goes for everyone - even animal rights extremists! But when the smoke clears, there may be a rare opportunity here for the fur trade to change the narrative.

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The value of on-line polls about fur is debatable, but Truth About Fur will keep playing along. The time required to vote is minimal, we've yet to hear of any poll being used for malicious purposes (like phishing), and while fur polls are certainly not life-changing, they may be beneficial.

In case you're unfamiliar with how most of these polls work, a typical one starts life as follows. The owners of Website X decide to launch a poll to generate more traffic for their site. Their motive for doing this can vary; maybe they want to make more money from advertising, or increase their ranking in Google searches. Remember, though, that the last thing on their minds is what you think. They don't care. All that matters is that you vote, and that you get all your friends to vote too.

So they pick a divisive subject like, "Do you agree with wearing fur or not?" with the potential to generate lots of knee-jerk votes. They then kick back and wait to see who finds their poll, hoping it will be both pros and antis.

If PETA et al. find it first, they spread the word, and votes opposed to fur come flooding in. The fur trade then gets wind, and starts voting to try to get their side of the story across. Pretty soon, a full-scale voting war is under way, and the owners of Website X congratulate themselves for a job well done. They then launch a new poll on whether marijuana should be legalised, or Taylor Swift's hair looks better short or long.

There are variants on this theme, of course, like posting positive or negative reviews on a business's Facebook page to affect its star rating. Such was the experience of a Vancouver restaurant in 2017 when it added seal meat to its menu. It was immediately bombarded with one-star (lowest possible) reviews from around the world by animal rights activists, and its rating plummeted. Friends of sealing then countered with positive reviews, even though, like the animal rights activists, most had probably never visited the restaurant. It was a farce, but what else could one do? (The only other defence for a business targeted by activists is to disable its review function, at least temporarily.)

Possible Benefits

So why does anyone vote in such polls, post fake reviews, or whatever? Should we even bother? Well, here are some possibilities - though as I said at the start, they're all up for debate.

• There's always a chance, however slim, that policymakers, the media, "influencers", or even Joe Public will be swayed by the results. Obviously a poll on a major website like CNN, for example, is more likely to have a far-reaching impact than one on a website no one's ever heard of. But then maybe it's an issue of local importance that's being polled, so if you live in Smallville, take a poll on Smallville.com seriously.

• The quality of the question is also a factor. If it's just "Do you like fur, yes or no?", you may take it or leave it. But if it's more specific, like "How do you feel about a proposed fur retail ban in [name city here]?", it may be seen by some as a measure of public sentiment, especially if voting is restricted to city residents, for example by only allowing voting by subscribers to the local on-line paper.

• A "win" for fur serves to remind everyone, including opponents, that the fur trade is alive and kicking. Conversely, a "loss" could be cited as "proof" that society has turned against fur -- a "fact" that animal rights groups will be quick to repeat in their next letters to editors or lawmakers.

• On a more positive side, polls provide an opportunity for supporters of fur who don't normally engage in PR or lobbying to "get involved". Just clicking on Yes or No may not seem like much, but it could be argued that it's as legitimate an "action" as voting in government elections. Your lone voice may seem inconsequential, but 10,000 lone voices can be very consequential.

Real-Life Example

So with that said, here's a real-life example for you to cut your voting teeth on, if you haven't already done so. A Paris-based website called The Rift is currently running a poll, in both English and French, asking "For or against animal fur?" or "Pour ou contre la fourrure animale?". This website specializes in presenting two sides of controversial issues, and also distributes a paper version to universities in the Paris region. To make things more exciting, and hopefully educational, readers are asked to express their opinion on fur twice, before and after reading the short (400 words) opposing arguments from a PETA spokeswoman and Truth About Fur's very own Alan Herscovici. It takes just two minutes to make your voice heard. Or make that four minutes and vote in the French poll too. (Hint for those who don't speak French: "Oui, je suis pour la fourrure animale" means you like fur!) As of this writing, fur fans are far in the lead in the English vote, but fighting it out neck-and-neck in French, so your vote here matters!

The PETA spokeswoman's essay will make frustrating reading for anyone with real knowledge of the fur trade. For example, she repeats the completely false activist claim that a World Bank report found fur dressing to be one of the most polluting industries. As documented by Truth About Fur, it is easily verifiable that it was, in fact, leather tanning that was cited as a pollution risk in that report. (Fur dressing is a completely different process that uses alum salts and other benign chemicals.) She also repeats the nonsensical claim that female coyotes struggle to return to their "starving pups", although trapping occurs in the fall and winter when fur is prime - in other words, at a time when the young of the year are already independent. Knowledgeable people may want to correct these (and other) urban legends by posting comments in the Readers' Debate.

It has taken a while for fur folks to learn to play this game, probably in large part because animal-rights supporters tend to be younger, and spend more time on-line. Trappers and farmers are often outdoors, far from computers! They are also people who tend to prefer quietly doing their work, not engaging in debates. Sometimes, however, you have to make an effort to speak out for what you believe.

So, yes, the on-line world of opinion polling certainly seems like a farce sometimes, but hundreds and often thousands of votes are cast in fur polls, so some people clearly take them seriously. You've nothing to lose by taking part, and may actually benefit - even if we're not sure exactly how. One thing is certain: if people with real knowledge of the fur trade do not participate in these discussions, we can't expect the public to understand our side of the story!

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Last week in Cleveland, animal-rights activist Meredith Lowell, 35, stabbed another woman three times, allegedly for no other reason than that she was wearing fur boots. Mercifully the victim survived, while Lowell has been charged with attempted murder.

It's impossible to say at this point how Lowell justified this act of extreme aggression, but before I get accused of making excuses for her, let's get one thing straight: there can be no excuses. Unless, of course, she's found to be insane. The buck stops with her, and she must now face the consequences of her actions.

FURTHER INFORMATION: Police: Ohio woman stabbed another in belief she was wearing fur. Associated Press, Nov. 22, 2019.

That said, we all know that advocates for causes can commit extreme acts that they wouldn't even consider if there weren't others egging them on.

At one time, attacking abortion doctors was a trend in the US, and presumably each new attacker felt more emboldened knowing that others had gone before them. In the 1990s, when fear of secondhand smoke was bordering on hysterical, a Japanese youth shoved an old man under a train for smoking on a station platform, killing him. I'm sure there are many similar stories.

Obviously the kind of people who commit these acts feel very strongly, at least in the heat of the moment, that their aggression is justified. And perhaps they even developed their convictions independently of any outside influence. More often than not, though, they are inspired to act by the propaganda of lobby groups that fuels their nascent beliefs.

Which raises the question: is society doing enough to silence groups that incite others to violence? Yes and no. There is already a slew of legislation to combat hate crimes based on race, religion and sexual orientation. But other inciters of violence are slipping under the radar, including extreme animal rights groups. Nothing is being done to mute their often hateful rhetoric - rhetoric that may have turned Meredith Lowell into a would-be killer.

SEE ALSO: It's time to say "no" to anti-fur hate groups.

A Picture Paints a Thousand Words

The Internet is now awash with animal rights propaganda depicting animal users as evil incarnate. "Meat is murder!" they cry. But this picture above, from the 2003 PETA campaign "Your mommy kills animals!" says it all.

Aimed specifically at teenagers, what effect did PETA think this comic-book campaign would have? Could Meredith Lowell, who was then about 19, have seen it? If not, there were, and still are, plenty of other materials she probably saw.

The message, of course, is brutally clear. It tells children that if their mommy wears fur, she is a bloodthirsty psycho who derives pleasure from killing animals in the most gruesome manner possible. It then asks children to confront their mommies with their blood-curdling acts of barbarism.

For lucky parents, of course, this might turn into an important teaching moment - an opportunity to inform their children that groups like PETA are full of it and mommy knows best. Or it could go very badly.

It's certainly not hard to imagine that Meredith Lowell was exposed to this kind of vicious propaganda, and that this provided her feeble mind with justification for stabbing a woman three times for wearing fur.

Yes, it is Meredith Lowell who stands charged with attempted murder, and she alone must now face the music. But perhaps part of the blame also rests with the animal rights movement for making her think she did the right thing.

UPDATE: Woman found not guilty by reason of insanity in Cleveland Heights church stabbing over faux-fur boots. Cleveland.com, Feb. 25, 2020.

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Differences of opinion, and the debates they spawn in search of amicable solutions, are crucial to the functioning and evolution of democratic society. But even the healthiest of democracies can't please all of the people all of the time, so we aspire to keep the majority as happy as possible while defending the rights of minorities to follow different paths. This approach breaks down, however, when a minority refuses to accept the will of the majority. Such is the quandary Western society faces today in dealing with animal rightists.

Though far fewer of us now work directly with animals than in the past, almost all of us still eat and wear animal products, and benefit from medicines and medical procedures tested on animals, to name just three of the most important ways in which animals benefit humans. But animal rightists want all of these banned, while some even oppose non-lethal uses, like pets and seeing-eye dogs. Can a path of peaceful coexistence be found? Or will we be forever locking horns?

Essential Freedoms

Two essential freedoms are at play here, freedom of speech and freedom of choice, with the latter being a manifestation of the former. Freedom of speech enables us to express our views, while freedom of choice enables us to act on them. The problem is that while the animal rights movement embraces its own right to freedom of speech, it rejects the right of others to freedom of choice.

In fact, animal rightists push their freedom of speech to the legal limit and beyond, denouncing animal users as "murderers" and "torturers". In so doing, they regularly make statements that any court would find slanderous or libelous if animal users had the time and money to file suit.

What they refuse to accept is the freedom of choice of others, a vital freedom in any functioning democracy that is easy to understand and should be easy to apply. In short, we are free to do whatever we want, provided it is legal. It doesn't mean we have to like the things some people do, just as they don't have to like the things we do.

Thus, for decades now, animal users have been saying to animal rightists: "If you choose not to eat meat, fine. If you choose not to wear leather or fur, fine. If you choose not to save your life' with medicines tested on animals, fine. But please respect our freedom to choose for ourselves."

But this simple and democratic way to avoid conflict is soundly rejected.

"Meat Is Murder"

So why is the animal rights movement so opposed to freedom of choice? In general terms, it's because the movement's moral code differs from that of most people. That's why it is often likened to a religion, since religions tend to have moral codes that are somewhat unique. It has also been likened to an intolerant religion, whose mission it is to convert non-believers.

More specifically, it's because the animal rights philosophy teaches that the intentional killing of an animal by a human is murder. Murder is a universal taboo (except for the obvious difference that most people think it refers only to humans killing humans), so we can all appreciate to some degree why animal rightists refuse to compromise on this one. Morally speaking, numbers are not the issue, since murdering one human (or animal) is no more defensible than murdering 1,000. And there are no half measures. You can't partially kill an animal, and even if you kill it humanely, it's still dead.

Activists for most other causes can be pragmatic, and are open to improvements wherever they can be found. For example, environmental activists don't demand that we quit driving, just that we drive less or switch to electric cars. They ask us to use less plastic, not stop using it altogether. And they don't ask us to sit in darkness, just to use more energy-efficient light bulbs.

But animal rights activists don't have this luxury. If Americans were to reduce the number of chickens they "murder" each year from 9 billion to just one, that would still be one too many.

Creating Conflict

Given that animal rightists see no room to negotiate with animal users, and outright reject their freedom of choice, they have opted instead to focus on creating conflict. For example, animal rights groups pioneered an anti-social tactic (now dubbed "naming and shaming") based on a simple formula: find someone doing something you don't like, take photos or video, then publicly shame the person into changing their ways.

This tactic is not intrinsically bad. Sometimes a situation may seem so desperate that naming and shaming can feel like the only course of action left. Witness the huge outpouring of support for Greta Thunberg, the Swedish teenager (born 2003) now blaming every adult on Earth for a climate crisis that her generation will pay for. You may not agree with her, but if you're worried about leaving the fate of the planet in the hands of politicians and big business, you understand why she's doing it.

But shaming people to bow to your will, or forcing them to do so by legal means, should only be encouraged as a last resort. Why? Because it creates ill will, even hatred, and irreparable divisions.

To cite one of countless examples, California lawmakers have just passed bans on all commercial and recreational trapping and the manufacturing and selling of fur products. It is no secret that they were driven to do so by the animal rights lobby, who shamelessly fed lawmakers every lie and half-truth they could dream up to win their case. But when the dust settles, things will not just return to normal, with everyone getting along in a spirit of civic harmony. Quite the opposite. While the victorious animal rights lobby steamrolls on to its next target, trappers, furriers, freedom-of-choice advocates, and a host of other sympathisers, will forever remember how livelihoods and traditions were destroyed to satisfy the demands of a few. The animal rights movement may have "saved" a few animals, but it has surely gained thousands of new enemies in the process.

Rise of Veganism

So what's to be done? Can animal rightists be persuaded to become "team players", working together with animal users in pursuit of a more harmonious society?

Right now, the answer is probably no. In North America at least, there are more supporters of animal rights now than ever before, though presumably few of the new converts signed up for a life on the road, donning balaclavas by night to steal farm animals or ransack research labs.

Most probably came to animal rights after adopting a vegan lifestyle for a variety of reasons, typically some vague notion of health benefits or saving the planet. They then learned along the way that the philosophy behind animal rights and veganism is essentially the same. Now that veganism is better understood, all new converts have probably at least questioned the morality of killing animals, while so-called "militant vegans" are synonymous with animal rights activists.

Whatever the case, organisations of any type - be they a business, a religion, or a knitting circle - are less open to change when the numbers are up.

But here's the rub. Although vegans are now a common sight in major cities and on college campuses, it seems highly unlikely they will ever constitute more than a small percentage of the overall population. It's not easy to gather reliable data on eating habits, but according to a recent assessment of multiple surveys, self-identifying vegans now account for between 1% and 2% of the US population. In other words, if they hope to convert us all to their way of life, they're facing an impossible task.

Animal rightists-cum-vegans thus face a choice. Will they settle for sowing conflict and division until the end of time? Or will they find a way to co-exist peacefully with others?

Moving Forward

If I had the opportunity for a one-on-one with Ingrid Newkirk, founder of People for the Ethical Treatment of Animals and grande dame of the animal rights movement, I would begin by stating the following truths. (i) Most people will never agree with PETA's views on animal use, so you are fighting a lost cause. (ii) PETA is all about being negative, insulting people at every turn and never saying anything nice. All stick and no carrot. (iii) While PETA is undeniably a master at grabbing headlines, most people are sick to death of reading them.

Given this negative scorecard, I would then suggest that the animal rights movement change tack. Here are some specific actions it could take today to help it become a useful participant in the democratic process.

• Above all, show integrity. Following are some examples of how.

• Don't tell lies, don't fabricate evidence, and if someone sends you alleged evidence of animal cruelty, ensure it is real before publishing it.

• If you find you have inadvertently published false information, don't pretend you don't know. Remove it immediately, and maybe even issue a public apology.

• If you obtain evidence of animal cruelty, don't sit on it waiting for the best time to use it for fundraising. Share it with authorities at once so they can investigate.

• When publishing video of animal cruelty, make unedited footage available as well, with audio, to allay suspicions that it has been edited to create a false impression, or even worse, has been staged.

• Don't engage in, or condone, illegal activities like releasing animals from farms or vandalism.

• Don't expose children to shocking images. The next time you hold a street demo, ditch the photos of animal cruelty and hand out samples of vegan cooking instead.

• If you must target stores, do so at a distance, and never harass customers, scrawl graffiti, scream abuse, superglue locks, or take your demo inside the store. In case you haven't realised it yet, everyone hates you when you take your demos indoors.

• Don't bombard people on social media with hateful messages, and never, ever send death threats.

• Put animal rights on the back burner, and pursue improvements in animal welfare instead. They may not be entirely on message for your group, but they're achievable, and if you're up front about your intentions, you'll have broad support. But don't be dishonest and push for higher animal welfare standards as a ruse to drive animal users out of business.

And if you're up for making these much-needed changes, try thinking outside the box to come up with campaigns that respect freedom of choice, and may even turn enemies into friends. Call me a hippy, but how about hosting vegan food-tasting events, and extending friendly invites to your local ranchers and hunters? Or go the whole hog and invite them to set up their BBQs too, then have a contest. Or organise vegan fashion shows but invite designers using real leather and fur too, then let the audience choose which they prefer.

Democracy is about building bridges, but all you're currently doing is burning them. Are you ready to change?

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