What We Do
We work towards a better future for farmed animals.
Our Mission
Mercy For Animals Malaysia aims to construct a just and sustainable food system, leading the transition from industrial animal agriculture and promoting plant-based eating.
Every year, billions of chickens, fish, cows, pigs, and other animals are condemned to a life of cruel confinement, crammed into spaces so tight they can barely change positions, let alone find comfort. They know only suffering as their bodies are mutilated—horns burned from their skulls, their beaks or tails cut down, and their testicles torn out—typically without the mercy of pain relief. Behind the grim walls of factory farms and slaughterhouses, these intelligent, sensitive animals endure hidden torment—constant pain, relentless stress, and deprivation of anything that could be called a life.
Factory farms and slaughterhouses are some of the darkest places on Earth. Join us in fighting for a kinder food system.
What Progress Looks Like
Midterm
- Suffering for animals still trapped in factory farms has been dramatically alleviated.
- Major cultural shifts towards greater responsibility for animals, especially preventing suffering, have occurred in key regions.
- Plant-based consumption has reached tipping points in sizeable regions and networks.
- Reputational and financial costs of factory farming are escalating.
Long Term
We picture a 50-year milestone in our fight to end the brutality and other grave injustices of factory farming. Success, through a global lens into 2075, looks like this:
- The number of animals in factory farms has dropped further and is on track to zero.
- The remaining factory-farmed animals experience an even more dramatic reduction in suffering.
- Plant-based foods are much more cost-effective to produce and consume than factory-farmed products.
- Laws, policies, and regulatory frameworks support the abolition of factory farming.
- Mass demand for animal products no longer exists.
Our Approaches
Build Momentum to Drive Change
To maximise the impact of our efforts, we need significantly more support. We need more individuals to understand more clearly the importance of our work and actively engage with our work and advocate for farmed animals. By launching campaigns that resonate with a broader audience, we can generate greater media buzz, elevate our political influence, motivate supporters to take action, and ultimately build greater momentum for our cause.
Increase Plant-Based Offerings in Schools
We work with establishments that serve food, such as schools, to prioritise plant-based options in their food purchasing.
As more institutions commit to plant-based purchasing, these efforts will help normalise plant-based eating and decrease overall demand for animal products.
Expand Plant-Based Menu Options
To make plant-based foods more accessible, we collaborate with various food-sector players to help secure more plant-based menu options. We also motivate coffee chains to offer drinks made with plant-based milk by default and persuade other companies to swap animal-derived ingredients for plant-based ones.
To foster these collaborations, we spotlight the benefits of diverse plant-based menu items through industry events and media outlets. We emphasise both the culinary potential and consumer demand for plant-based dishes. Through workshops, marketing support, and other resources we guide companies in creating appealing, innovative plant-forward menus that cater to a growing audience of conscious eaters.
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