Animal rights groups take aim at farmers over the 80-year-old practice of mulesing to protect their sheep from potentially fatal blowfly infestations.
A compromise? Pain relief. The problem – an extra dollar per lamb. Not a lot unless you run between 2000 and 10,000 lambs.
A program called Better Choices.
An audited welfare program for woolgrowers that enabled them to achieve and certify that their wool product is derived from best-practice methods in the care of their animals.
The whole shebang. Newsletters, a television commercial, farmer nights, point-of-sale advertising, direct mail and a website that allowed people to register that they had made a ‘Better Choice’.