The majority of Canadian media outlets published MFA's stories in a positive light, although some were more cautious, preferring not to show graphic content. Right-leaning outlets like Sun Media, however, would often portray the activists as radical or extreme, he says. "In the case of the ‘EggMcMisery' campaign, the majority of media coverage was positive," Solowey explains, "however, once McDonald's started applying pressure on the media and threatening legal action, the coverage shifted to more neutral or negative."
MFA's investigations have had an impact on the farming industry. One investigation in particular helped convince the Retail Council of Canada to support a ban on the use of gestation crates in industrial pig farms. Furthermore, the National Farm Animal Care Council has since issued guidelines for phasing out use of the crates.
"In the interest of animal welfare, public health and transparency, industry should broadcast CCTV footage on the internet for all to see," Solowey believes. "However, the industry clearly has too much to hide and is fearful of losing profit. Egregious cruelties take place on factory farms that would cause the average consumer to lose their appetites if witnessed," he adds.