Such a nice story...really?????

Instead of acknowledging issues and addressing them, the industry has gone into over-drive on its spin campaign (see video). Depending on one's perspective, this could be viewed as desperately pathetic or totally hilarious.....

We have film producers who are now animal welfare experts:  “coming from the outside we could really tell whether the industry was being cruel or whether actually animal welfare was at the centre of every thing they said it was” … hmmm ...for starters, what about that hindlimb lameness on the sheep filmed on the loading ramp?....[check the 1 minute 11 second mark]

We have the industry vet stating that is is "all about marketing and media" and that they have  "demonstrated through great story telling" that we can change the narrative. And on it goes...

Of course the "story" has unravelled somewhat in South Africa with the clear animal welfare abuse documented  on the Al Shuwaikh....yep, the vessel shown in The Sheep Collective's storytelling.

Note: RETWA is the Australian subsidiary of Livestock
Transport and Trading Company. LTTCo operates in Kuwait as Al Mawashi Reference: RETWA Media Release

See: NSPCA to lay charges over inhumane export of sheep to middle east