Case Study

Humane Farm Animal Care

Over 10 billion animals are used for food each year in the U.S. with many are raised in cramped conditions and fed a steady diet of antibiotics. Humane Farm Animal Care Executive Director Adele Douglass conceived and launched a certification program to help consumers identify producers that treated animals better.

Priority Ventures Group has been an integral part of the Certified Humane program since its inception.

Launch

  • Conducted research to benchmark markets such as natural and organic, and to understand consumer attitudes toward products from animals raised to humane care standards

  • Identified consumer mistrust of label claims that led to program emphasizing differentiation as independent, non-profit third party certifier

  • Determined all aspects of marketing strategy, including target market, program positioning and key benefits

  • Provided input on logo selection, web design, brochure and other materials, as well as designing other promotion pieces to ensure alignment to strategy

  • Created funding prospectus and presentations to garner start-up and continued support

Ongoing

  • Helped management team assess program evolution and refine communications to maximize success

  • Developed presentation to orient new staff and board members to marketing strategy

  • Assisted in drafting application for fellowship program

Results

The Certified Humane Raised & Handled program now covers over 22 million animals. A 2007 study by The Hartman Group showed that the label enjoyed higher recognition, understanding and trust than several longer established programs with bigger budgets. In fall 2008, Adele Douglass was awarded an Ashoka Fellowship for “innovative solutions to social problems and the potential to change patterns across society.”

Back to Business Strategy & Design

"However beautiful the strategy, you should occasionally look at the results."

- Winston Churchill

 

 

“Caryn has been an integral part of creating the Certified Humane program. Her research, strategy and communications work have been essential to our success.”

Adele Douglass Executive Director Humane Farm

Animal Care
Home