Four Paws, a UK based international animal welfare charity organization, has launched a web-based tool that demonstrates the animal welfare standards adhered to by world’s leading outdoor clothing and equipment brands for the down feathers used in their products. The organization has invited brands like Vango, Kathmandu, Fjällräven, Jack Wolfskin, Mammut, Mountain Equipment, Vaude, North Face and Patagonia to take on the “Cruelty Free Down Challenge”.
The tool will track the traceability of down feathers in the supply chain and verify whether animal cruelty (live feather plucking and force feeding) was practiced. On the “Cruelty Free Down Challenge” website, companies will be placed at different levels on a symbolic mountain, according to the quality of their down traceability standards. Five steps must be fulfilled to reach the summit. If a brand reaches the summit, then it can prove that its down did not come from live-plucked or force-fed birds. The first level establishes that firms have defined traceability as a corporate goal while the second level means that firms are already checking farms to make sure they are not force feeding or live plucking. Further levels from 3-5 indicate that firms have to take further measures to improve traceability, such as inspecting farms unannounced.
Also Read: H&M partners with Humane Society International for animal welfare
