China is a keen observer of trends elsewhere in the world, and it's going to give our own innovators a run for their money.

There are new ways of producing food, film, clothing, and research that steer clear of using animals. Some of those products are functionally equivalent or even superior to what we're used to. Now corporations, legislatures, and other institutions are responding, and supporting these shifts, so we're seeing seismic changes throughout society.

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'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 are being forced to confront the realities. At the same time, we have an ever-growing understanding of the intelligence and emotional capacities of animals and an acceptance of the principle that animal cruelty is a moral problem.

Especially in this Internet age, routine practices are being exposed and rightly recognized as harsh and cruel.

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.