Audio of talk here: https://soundcloud.com/australian-sociology-tasa/happy-meat-as-resistance This talk is from the Sociology and Animals session at the ‘Precarity, Rights and Resistance’ conference by The Australian Sociological Association (TASA): https://tasa.org.au/sociology-and-animals/ This talk is based on the following chapter by Nick Pendergrast and Sarah McGrath: ‘The Role of the Ideology of Animal Welfare in the Consumption and Marketing of Animal-Origin Products’, in the book Social Marketing and Its Influence on Animal Origin Food Product Consumption, edited by Diana Bogueva, Dora Marinova and Talia Raphaely, IGI Global. Available at: https://www.igi-global.com/chapter/the-role-of-the-ideology-of-animal-welfare-in-the-consumption-and-marketing-of-animal-origin-products/199399 You can see Nick’s other publications on his Conversation profile: https://theconversation.com/profiles/nick-pendergrast-5089

1. “HAPPY MEAT” AS RESISTANCE?
THE PROMOTION AND
MARKETING OF HUMANE
ANIMAL PRODUCTS IN
AUSTRALIA
NICK PENDERGRAST
TASA 2018:
Precarity, Rights and Resistance
Based on a chapter
co-written by Sarah
McGrath

2. HARVEY FRESH
https://www.youtube.co
m/watch?v=QNQK8EWO
Qko

3. HARVEY FRESH EMAIL RESPONSE
• Thank you for your email regarding our cows. In answer to your questions:
• 1. What happens to the male cows that are born to the free-range dairy cows?
• Male cows are raised on farms or sold to other farmers [sic]
• 2. What happens to the dairy cows after they stop producing milk?
• You would need to contact famers [sic] regarding this information.
• 3. How are the dairy cows impregnated?
• You would need to contact famers [sic] regarding this information.

4. HARVEY FRESH AND ANIMAL WELFARE
• Charged with misleading labelling twice eg claimed cheese products were
manufactured in WA, was actually Vic.
• 2016 Business Benchmark on Farm Animal Welfare:
• Ranked Lactalis (owns Harvey fresh) tier 6, with 1 being the best and 6 being the
worst. Tier 6 refers to:
• ‘No Evidence [of] that [animal welfare] on the Business Agenda’.

5. SPECTRUM OF RESISTANCE
No challenge –
“humanewashin
g”

6. RSPCA APPROVED

7. ANIMAL LIBERATION VICTORIA (ALV)
• ALV: the RSPCA have “failed to provide every
one of the ‘five freedoms’ animals are entitled
to”.
• Free from thirst and hunger;
• Adequate shelter;
• Free from pain, injury and disease;
• Permitted to express normal behaviours (by
providing sufficient space);
• Free from fear or distress.
• Free from being slaughtered for profit???

8. No
challenge
Limited challenge Deep
challenge
“Genuine free-
range”
Animal rights, animal
liberationAnimal welfare

9. FOR MORE INFORMATION
• All sources:
• 'The Role of the Ideology of Animal Welfare in the Consumption and Marketing of
Animal-Origin Products' with Sarah McGrath in the book Social Marketing and Its
Influence on Animal Origin Food Product Consumption, edited by Diana Bogueva,
Dora Marinova and Talia Raphaely, IGI Global (2018).
• Link to above chapter and my other publications: search ‘nick pendergrast
conversation’.
• Nicholas.pendergrast@unimelb.edu.au