DuBreton begins animal welfare campaign
Pork producer DuBreton has begun a campaign focusing on its animal welfare standards. The initiative consists of public relations, media relations and social media activities developed by Strategic Objectives of Toronto. The effort encourages consumers to seek independent third-party verification that a meat company's products have been humanely produced. It also communicates that DuBreton products carry a "Certified Humane" logo from animal welfare organization Humane Farm Animal Care.
"We were the first pork producer in North America, and are still the only in Canada, to qualify as 'Certified Humane,'" said Vincent Breton, president of DuBreton. "We believed that earning the seal was the right thing to do, and would help consumers make educated, informed decisions at the grocery store."