In 1991 Gerald Ratner, the chief executive of a chain of jewelers, commented:
“We also do cut-glass sherry decanters complete with six glasses on a silver-plated tray that your butler can serve you drinks on, all for £4.95. People say, “How can you sell this for such a low price?”, I say, “because it’s total crap.””
The comment, admitting the shoddiness of the underlying product almost put Ratners out of business. The learning: value your brand – and even if you know it’s rubbish, poisonous, dangerous, useless etc…… never admit it!
Enter stage left: Dr. Jude Capper. A “Sustainability Consultant” who carves a business out of telling farmers how to be more efficient. To squeeze every last drop out of the cow. Using the hashtag #FebruDairy, she tried to offset the massive success of Veganuary, the Vegan Movement’s call for people to sign up to a month of vegan eating during January – by celebrating the dairy and meat industry in the month of February.
However, the dairy campaign backfired in spectacular fashion with vegans and animal lovers simply illustrating the cruelty of the dairy industry. The vegan and animal rights press quickly picked up on the misguided campaign.
theveganpunk.com followed up on how the leader of Dr. Capper was busy blocking vegans from her page – even those who had not even commented on her @bovidiva handle. Read The Vegan Punk article: #Februdairy’s Dr Jude Capper is rattled and has something to hide.
And plantbasednews.com focused on the backlash within the dairy industry itself which seemed to admit that the campaign had scored an own goal. Read more: Farming Boss Slams Failing Februdairy Campaign.
Many Tweets on and around the #FebruDairy handle seemed to indicate many have finally recognized the unnecessary cruelty of the dairy industry and are flocking to a dairy- and guilt-free life in droves.
And the number of videos on YouTube focussing on the FebruDairy failure is building…
It looks like Dr. Capper and the dairy industry has “done a Ratner”. And February is not yet over…