At The Humane Society of the United States, we know how difficult it is to prevent cruelty to animals in movies because so many of the animal welfare problems occur behind the scenes in training, housing, and transportation, long before the animals get on the set.

Undercover investigations threw back the curtain on the systemic exploitation of animals on factory farms. The response by agribusiness interests has been to back laws that ban animal advocates from taking pictures or videos at these facilities, and ban the media from publishing any that are taken. The laws also make it a crime for animal advocates to seek employment at animal enterprises without disclosing their intentions.

There are many innovators hard at work seeking to perfect alternatives to meat, milk, and eggs. These food products will, like computer-generated graphics or photography or sound systems, just keep getting better and better until there is little difference between an animal-based protein and a plant-based one, or farm-produced versus cultured meat. That will make it easy for people to make the kinds of choices that will usher in a world with far less violence.

Animals for the most part just need to be left alone.

We've witnessed so many revolutions in our society. Think of transportation, photography, or communications. Things once unimaginable have become seemingly impossible to live without.

People know what happened in California, and they know it can happen again and again. They know that no group has passed more ballot measures than we have. They know we have a focused strategy. They know we have a budget of $150 million a year. And they know we're ready for a fight.

We believe in the Three Rs - reducing the consumption of meat and other animal-based foods; refining the diet by eating products only from methods of production, transport, and slaughter that minimize pain and distress; and replacing meat and other animal-based foods in the diet with plant-based foods.