McDonald's billboards boast "Billions [of patties of slaughtered animal bits] Served." But in a recent New York Times article, the restaurant chain tries to downplay the slaughter of millions of hoki, a breed of fish sea kitten, for its restaurants each year.

Why is McCruelty so shy all of a sudden?

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The fast-food giant, which refuses to ease the worst cruelties inflicted on the billions of chickens killed for its restaurants, now finds its Filet-O-Fish Sea Kitten under scrutiny. Hoki, the main ingredient in McDonald's fish sandwich, are dragged (along with other "unintended" victims) from the depths of their ocean homes by huge factory trawlers off the coast of New Zealand. Now alarm bells are ringing as environmentalists realize that hoki populations are dwindling.

Considering McDonald's indifference to the suffering of the factory-farmed animals who are killed for the cheap, unhealthy crap it sells, we suspect that the company won't give a hoot about hoki either.

But there is hope for hoki (and other animals)—if you go vegetarian and join our McCruelty campaign.

Posted by Karin Bennett

News flash! New Zealand has just banned the live export of animals from the country. This announcement comes only a few months after New Zealand farmers announced that they were ending the archaic practice of mulesing, which is a procedure where large chunks of flesh are cut from sheep’s hind quarters with no painkillers to prevent flies from laying eggs in their wrinkly skin. Kudos to New Zealand for taking the lead on both of these issues and setting the wool industry animal welfare bar a little bit higher.

Now it’s time for the Australian wool industry to pull its head out of the sand and get with the program. If New Zealand can make these two important changes in its entire wool industry in a matter of months, certainly Australia can follow suit. You can help make that happen by clicking here.

If you’re new to the blog or to this issue, there is a great overview of both mulesing and live export here.