Two things to note here. First, I do not disagree per se with organized attempts to promote animal welfare standards. I endorse any move that will improve a farm animal's full quality of life. But I also have to agree with the larger vision behind the articulation. I must, in other words, understand and support the purity and scope of the underlying motives. If the motive is to improve the lives of animals while doing nothing to promote the complete end of animal agriculture, and if the failure to confront animal agriculture as a whole is obscured in a pithy phrase, I'm hesitant to endorse the effort. In fact I'm prone to lash out. But if the motive is to simultaneously improve welfare standards while working transparently to end the system that makes those standards necessary in the first place, I'm on board. In short: proper framing, scope of vision, motivations -- these factors matter. But saying "death is not a welfare issues" denies their importance.
Now, if an individual or organization chooses to take the latter approach, trying to enhance animal welfare while also attempting to end animal agriculture as a whole, the question of logical consistency arguably persists. Readers of Gary Francione get this point about as well as you'd get a hammer to the head. Those who support welfare reforms can quickly end up stretched across his well-grooved chopping block for not conceding the point. And why not, you inconsistent nitwit? How, after all, can you advocate animal abolition and incremental welfare improvements at the same time?! Hard to square that circle. But here in Realityville, the fact remains: it needs to be attempted. So, rather than devise some bullshit slogan, or seek refuge in some la-la land of moral perfection, we'd be much better off declaring "I realize that this might seem contradictory," owning that apparent inconsistency, and moving ahead as the inherently flawed but essentially good creatures that we are. Again, no slogan required.