Navigating Animal Welfare

CFI helps food system stakeholders address growing animal welfare concerns with clarity, confidence and credibility.

Animal Welfare is a Top Concern

Consumers care deeply about how animals are raised for food. Meanwhile, farmers and ranchers work hard every day to provide that care. Still, public concern persists – amplified by marketing messages, social media and activism that often oversimplify or misrepresent on-farm realities.

A Complicated Landscape

There are intensifying pressures for proof, for transparency and for change. Food companies, producers and processors must navigate increasingly complex expectations while maintaining their commitments to animal care and continuous improvement.

The Expectations Are High – and Growing

  • Scrutiny from consumers, NGOs and investors
  • Customer demands for transparency and ethical sourcing
  • Activist narratives shaping public perception
  • The need for alignment across internal teams and supply chains
  • Calls for proof of animal care and measurable change

Navigating this landscape demands more than just technical know-how. It requires empathy, strategy and a deep understanding of what truly builds trust. 

Let CFI Help You Navigate This Complex Conversation

CFI has spent decades helping food system stakeholders move from reactive responses to proactive leadership. Our work is grounded in peer-reviewed research demonstrating that shared values are three to five times more effective than facts alone in earning trust.

We bring a unique blend of industry expertise, consumer insight and proven communication strategies to help you:

  • Connect with your audiences authentically
  • Align internal teams around a consistent message
  • Address animal welfare concerns in a proactive and
    strategic way

What You’ll Receive

Practical Support to Help You Lead on Animal Welfare
Expert Facilitation
  • Navigate difficult internal or external discussions
  • Uncover gaps and build alignment across teams
Strategic Communication
  • Apply research-based messaging to address public concern
  • Equip your team with language that reflects care and commitment
Insights & Recommendations
  • Unbiased analysis informed by public sentiment and industry trends
  • Actionable strategies tailored to your organization’s goals

Let’s Talk About Animal Welfare

Whether you’re a producer, processor, retailer or foodservice brand, CFI is here to help you navigate one of the food system’s most important and sensitive topics.

Let’s build stronger understanding, credibility and trust – together.

Start the Conversation