About 10 years ago I received an unexpected telephone call. It was from the Burger King Corporation to say that the company wanted to create a program to assure their customers about the welfare of the animals in their supply chain, and would I serve on the advisory committee. I admit to having been a trifl e skeptical. Fast food restaurants as agents of social change? – it did not quite fi t the popular stereotype. But I joined the committee and was pleasantly surprised to fi nd myself in discussions about maintaining public trust and ‘doing the right thing’ for animals. To cut a long story short, Burger King’s engagement in animal welfare led to some tangible changes. In fact Temple Grandin 2000), after years of inspecting slaughter plants with mediocre animal welfare standards, reported a dramatic improvement immediately after chain restaurants became involved.