In 2004 People For The Ethical Treatment of Animals (PETA) picketed upmarket fashion stores in Europe & the U.S.
Australian sheep farmers & their practice of museling.
Museling removes the skin from the backside of a merino sheep so as to prevent flystrike which can cause an agonising death.
Farmers saw it as humane.
PETA considers it otherwise.
The industry’s marketing arm Australian Wool Innovation predicts 30% of lambs will not be museled this year. Plus the practice will be phased out by 2010.
Innovative farmers are now breeding sheep that do not require museling & in the process creating new brands.
What’s that proverb? The squeaky wheel gets the oil.