In 2010, AVA embarked on a quest for strategic communication excellence, which led to the organization’s development of a defining Statement of Principles. With extensive knowledge of the animal protein supply chain, consumer insights, and proven tactics to interpret stakeholder feedback, the Look East team curated a Statement of Principle that was ahead of its time. This comprehensive document emphasized the memberships’ dedication to ethical and sustainable production practices including animal welfare, food safety, environmental stewardship, worker safety, training and wellbeing, and community relations.
While the original components of the Statement of Principles align closely with the Environmental, Social and Governance (ESG) plans which have taken a strong hold across all businesses and industries today, AVA’s leadership knew it was time for this document to evolve.
Building from the visionary work of the Statement of Principles, Look East was charged with the development of the organization’s Ethical Commitment to further demonstrate the industry’s commitment to animals, people and natural resources, and measure that commitment with the inclusion of goals, indicators and target dates.
As a trusted advisor to AVA, Look East facilitated essential dialogues with industry stakeholders to create the new commitments that include outcome-based measures. Look East provided ESG expertise, insights and knowledge including integrating the North American Meat Institute’s (NAMI) Protein Pact goals into the content. As a result, the Ethical Commitments focus on quantifying, tracking and reporting veal production practices aligned with the core components of ESG and the Protein Pact frameworks.