Breeding and Rearing Farmed Animals 173 received significant boosts from television chefs such as Jamie Oliver and Hugh Fearnley-Whittingstall in the UK, who have campaigned on issues of animal welfare, environmental damage and human health resultant from intensive farming and aquaculture and have endorsed such food labelling (Fearnley-Whittingstall 2015; Oliver 2015) Other groups seeking reform of farming practices include Compassion in World Farming (CIWF) which campaigns for the abolition of certain methods (such as the use of sow stalls and tethering in intensive pig production, or the caging of rabbits and laying hens) More broadly, CIWF wishes to eventually abolish intensive farming methods, promoting smaller operations based on ‘high’ welfare standards CIWF, established by a farmer appalled at the spread of intensive agriculture in 1967, has campaigned with success in the European Union, securing the recognition of animals as sentient beings, capable of feeling pain and suffering, and bans for battery cages for egg-laying hens and sow stalls (CIWF 2015) States, international organisations and even agribusiness corporations have deployed animal welfare arguments and combined them with ideas about meat quality in promoting ‘ethical’ branding of meat and other ‘animal products’ However, research has indicated that there are limits to the welfare that might be secured through ‘welfare quality’ initiatives in the European Union, for example, and that any ‘gains’ in reducing cruelty towards animals are at best, partial and ambiguous (Miele and Lever 2013) Other groups have more radical agendas that support the abolition of the breeding and rearing of non-human creatures for food and advocate for a vegetarian or vegan future For example, the largest UK based animal rights group, Animal Aid, founded in 1977, ‘promote[s] the adoption of an animal-free diet as the best single step anyone can take to stop cruelty to animals’ (Animal Aid 2015) and seeks to raise public awareness about the cruelties involved in all forms of the raising of non-human animals for food The largest animal rights organisation is People for the Ethical Treatment of Animals (PETA), founded in 1980 Its slogan is ‘animals are not ours to eat, wear, experiment on, use for entertainment, or abuse in any other way’, and PETA has a key focus on opposition to factory farming and eating meat and promoting a vegan diet (PETA 2015) Such organisations have been critiqued for the tactics they have deployed and for being either ‘excessively’ radical or not radical enough in supporting welfare reform as strategic in securing an agenda of the abolition of the use of animals for food The work of such organisations has been significant in raising public awareness through investigative campaigns and causing pressure for change within the industry The existence of such groups, their expanding