At Impetus our mission is both simple and significant: to bridge the gap that exists between institutions and organisations producing and promoting positive animal welfare knowledge, technology, and practices within animal production industries. Recognising the critical need for a practical, pragmatic approach to improve livestock welfare, we are dedicated to making that difference today.

At Impetus, we pledge to form partnerships to work with and within the animal industry based on mutual respect and trust. This means any information shared with us by partners during our engagements will be used solely to further the welfare of the animals in their care. We stand firm on our commitment to never use this information to the detriment of the businesses and individuals we work with. To safeguard this trust, strict confidentiality agreements will be a cornerstone of all our projects.

Choosing the right individuals to represent and work for Impetus is a process we approach with the utmost care and deliberation. We aim to have the best technical experts in any specific area, and our team members are selected not only for their skills but also for their principles, motives, and views, ensuring they are in alignment with our own mission and values.

It’s important to clarify our stance regarding animal activist and advocacy groups. Our role is not opposed to their work or objectives but our focus and methodologies are distinct. Our unique contribution lies in working directly within the industry, implementing projects such as animal welfare training and development in farms, feedlots, and abattoirs.

The essence of Impetus Animal Welfare’s existence and future success hinges on the trust we build with animal industries. We are acutely aware that without their confidence in us as trusted custodians of their information and knowledge, our organisation won’t achieve anything. Therefore, we publicly declare our unwavering commitment to earning and maintaining this trust.

We must also acknowledge that our close collaboration with the industry may expose us to criticism that Impetus serves the interests of the industry. To address this, the methodologies and results of our projects will be transparent, verifiable, and provide objective evidence of the outcomes achieved. Impetus is committed to a rigorous communication policy that prevents misrepresentation of our work. Ultimately, we intend to make it clear that our primary focus is the interests of animals which are alive today.