Who’s behind misinformation about our work?

Our opponents know we need strong support from people like you to end animal cruelty and suffering. When you see or hear negative claims about Humane World for Animals, the first question to ask is, “Who’s behind this?”

Most often, the answer is a shadowy PR firm most likely hired by industries that profit from hurting animals. These firms aren’t regular people sharing information out of concern for animals—they’re typically corporate front groups spreading misinformation to protect their clients’ profits.

How these groups mislead the public

  1. Cherry-picking: Citing elements of our financial or legal documents out of context to make misleading claims about our programs or finances.
  2. Astroturfing: Posing as independent nonprofits or regular people when they’re actually backed by powerful companies.
  3. Name-calling: Labeling our organization “extreme” or “radical” to discourage people from supporting us.

You can learn more about these tactics from John Oliver (link includes strong language) and by visiting SourceWatch (an independent watchdog that tracks these activities).

Who runs the opposition groups

Berman and Co.

A public relations firm founded by Richard Berman, Berman and Co. has lobbied on behalf of the alcohol, tobacco and food industries for many years. The firm’s 30-plus front groups have tried to block legislation on food safety, secondhand cigarette smoke, drunk driving and animal welfare. For two decades, the firm has been a paid disseminator of misinformation about Humane World for Animals.

Berman and Co. often sets up front groups with generic or friendly names to appear neutral and independent. However, multiple news outlets—from “60 Minutes” to The New York Times to Nieman Lab—have exposed how this astroturfing lobby shop uses misinformation to attack us and other groups that work toward a better world.

The Center for the Environment and Welfare

The Center for the Environment and Welfare is one of a handful of entities operated by Berman and Co., along with the Center for Consumer Freedom. Although CEW’s title suggests it cares about animals and the environment, it’s just the most recent Berman-created vehicle for spreading misinformation about animal protection organizations like ours.

CEW’s materials often call our organization “radical” or “extreme,” but these labels ignore our proven record of working with farmers and food companies and advocating for commonsense laws. Independent stories from The Washington Post, Mother Jones, Politico, The New York Times, Wired and The Guardian have exposed how Berman uses misinformation to attack us and other groups that work toward a better world.

CEW is led by Jack Hubbard, a partner/owner of Berman and Co.

Ed Sayres, a recent executive director of Petland Charities, serves as CEW’s senior adviser. Petland is the largest retailer of puppy mill dogs in the U.S. and is known for its abuse and neglect of puppies in its stores.

Using their biographies, Sayres and Hubbard seek to give a veneer of legitimacy to CEW. In reality, the two of them push factory farm and puppy mill talking points, in the service of unknown clients.

Forrest Lucas and Protect the Harvest 

Founded in 2010 by Forrest Lucas of Lucas Oil, Protect the Harvest specifically targeted Humane World for Animals in the name of “farmer’s rights.” Although it shut down in 2024, the group’s influence remains in the form of arguments and materials taken up by allied interests. Its  political action committee fought against many animal protection laws, including Missouri’s Prop B, a voter-approved law that set basic standards of care (enough food and water, space to turn around) for commercial dog breeders, and Massachusetts’ Yes on 3 ballot measure, which simply prohibited housing farm animals in “a cruel manner.”

Lucas himself said he poured hundreds of thousands of dollars into fighting laws that would protect animals. Buzzfeed News described Lucas as a “propaganda machine.” In addition, several key leaders within the organization continue to serve at organizations hostile to our goals and policy agenda.

Questions? We’re happy to answer them. Contact us.

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