What is our mission?
To strive for the total abolition of all fur farms and the use of fur worldwide;  and, until this is achieved, to work towards ensuring the humane treatment of animals in the fur trade worldwide.

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What projects are we
working on?
During our first year, we've been focussing on the following projects:

Atrocities suffered by animals on fur farms
Millions of cats, dogs and other fur animals are subject to horrendous conditions, violent handling and an the most inhumane death, many of them skinned alive for their fur.

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The sale of real fur in South African shops
An estimated 5 400 cats and dogs are killed for their fur in China alone every day. The skins of these and other fur animals are used worldwide as complete garments but even more prevalently in the form of fur trim on jackets, toys, hair trinkets and numerous other products, sold in many South African shops every day.

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The mislabelling of real fur
Real fur is often mislabelled as faux fur or by exotic sounding names, and sold to retailers under such false pretenses.

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The slaughter of seals in Namibia
Every year, between 60 000 and 85 000 seal pups are cruelly beaten to death on the sandy beaches of this beautiful country just north of our borders.

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The slaughter of seals in Canada Every year, Canada's ice floes are transformed from spectacular miracle to blood-soaked graveyard for more than 250 000 baby seals.

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