Hello, everyone!

Good news from Brazil!

As an outcome of corporate relations efforts from Fórum Animal and Mercy for Animals, as well as public pressure by MFA's accountability campaign 'Cadê O Avanço?', M. Dias Branco just announced that in December 2024, they concluded their transition and are now 100% cage-free. M. Dias Branco is a leading producer of pasta and cookies in Brazil, holding a significant market share. They are also present in other countries and are currently working to expand internationally. The company’s main product line is egg pasta, formulated with processed eggs and egg by-products. These ingredients are featured across nearly the entire range of the company’s portfolio.

As part of the company's media strategy to announce the accomplishment, they asked Mercy For Animals do Brasil to provide statements for the articles published in the press. You can read more about it in Investe SP, FoodBiz and on M. Dias Branco website.

Scale: National

Timeline: Asks for implementation rates started in 2019 by MFA and in 2021 by Fórum Animal and their accountability annual report Egglab. Since then, MFA and Fórum Animal have consistently followed up with M. Dias Branco to monitor their progress.

As the company had not reported any progress by 2023, it was selected as a target for Mercy For Animals' public awareness campaign, 'Cadê O Avanço?', launched on July 24, 2023.

As an outcome, not only did M. Dias Branco fulfilled their transition to a cage-free supply-chain, but also started reporting progress.

Who: Mercy For Animals and Fórum Animal.

Failed tactics: none

Successful tactics:  Corporate Relations engagement and Campaign pressure asking for transparency in progress reporting. In 2025, M. Dias Branco shared with MFA and Fórum Animal that they had completed their implementation. Soon, the company will also update their website to announce this conclusion as part of their communication strategy.

Scalability: National.

Thank you!