AniValues
We believe people and companies can help change the world for the better by creating real value for animals, people, and the ecosystem.
We help companies build a genuine competitive advantage by integrating higher animal welfare into their business model - not as a cost, but as a source of value creation. By giving animals greater value within production and supply chains, businesses unlock innovation, resilience, and long-term trust.
We enable companies to truly differentiate in a fiercely competitive market by responding to the growing demand for ethical practices. Elevating animal welfare becomes a strategic asset — creating value for the business while delivering a better life for animals.
Our Mission
Why Animal Welfare Matters
Healthy animals are the foundation of a stable ecosystem. Yet despite decades of animal protection laws, animals continue to be heavily exploited across industries worldwide – and consumer awareness of this is growing fast.
While plant-based alternatives are on the rise, they will not replace animal-based products within the next decade, nor should they for the many communities whose livelihoods depend on them. The real challenge is different: transitioning animals from exploited commodity to respected living being.
Some businesses are already recognising that good animal welfare makes good business sense. Many have not – and risk losing conscious consumers as a result. What is needed now is a transparent, practical methodology to assess and improve animal welfare across the entire value chain: one that benefits not only animals, but farmers, communities and the natural environment alike.
Better animal welfare. Better social impact. Better environmental outcomes. Better business.
Facts
Food
The environmental cost of 70 billion farm animals per year is consistently overlooked. Factory farming drives deforestation, water scarcity and greenhouse gas emissions – in the Amazon alone, animal agriculture accounts for 75 percent of historic deforestation. With meat and dairy consumption expected to double by 2050, the pressure on the planet will only grow. New technologies, policy initiatives and regenerative farming practices are beginning to address this – but not fast enough.
Lifestyle
Over two billion animals enter the fashion and textile industry every year. Fur has been banned by many brands – but for leather, animal welfare barely enters the conversation. Most lifestyle brands have no formal welfare policy, and those that do lack the supply chain transparency to enforce them. With millennials set to represent half the luxury market by 2025, this is not a risk brands can afford to ignore. Alternatives exist, but remain insufficient. The root cause – the treatment of animals in the supply chain – has yet to be seriously addressed.
“The time will come when men such as I will look upon the murder of animals as they now look on the murder of men.”
- Leonardo Da Vinci
"One day the absurdity of the almost universal human belief in the slavery of other animals will be palpable. We shall then have discovered our souls and become worthier of sharing this planet with them."
- Martin Luther King Jr.
"Until we stop harming all other living beings, we are still savages."
- Thomas Jefferson.
Our Services
We help businesses assess, improve and innovate on animal welfare to make a difference to their bottom-line, top-line and overall for a more ethical world.
Advisory
Expert support on how to gain value from animal welfare in your organisation and how to transform your methodology.
Assessment
Defining, selecting, designing, collecting, analysing, interpreting, and using information to increase the animal welfare standards in your company.
Strategic & reputational consulting
Managing your brand's narrative related to animal welfare and monitoring views and conversations, dealing with reputation threats, and proactively taking opportunities to improve your brand image.
Communication
Mapping out a strategy for internal and external communication efforts, including the way the organisation interacts with investors, leadership, employees, customers, the press, and competitors.
Bettina Brinkmann
Bettina holds a PhD and has long strong roots (from development to acquisition to management) in the international broadcasting and media sector, and is an expert in sustainable food systems, business model innovation and global business development. She brought many national ideas to the global stage and has a passion for education and lives and breathes animal welfare since she was six years old. Anyone in search of comprehensive knowledge on animal welfare and the food system, will find it stored in her encyclopedian head.
Thomas Streiff
Thomas holds a PhD in agricultural economics and has the ultimate sustainability black belt with 40 years of experience advising the public and private sector on corporate social responsibility, sustainable business models, strategies, operations, compliance and more. He knows Tanzania like his back pocket and anyone looking for the ultimate sustainable safari adventure off the beaten track will be queuing up for his precious travel gems.
Our Team
"We love the bulls, but not the shit."