Shining a light on humane farming through video

Eating meat can mean navigating some pretty difficult truths. Conventional livestock farming in the United States creates cramped, inhumane living conditions for animals and produces an enormous amount of carbon emissions. According to McKinsey, agriculture accounts for approximately 20 percent of greenhouse-gas emissions globally; cattle and dairy cows alone emit the same amount of greenhouse gases as the entire United States. For a lot of people, this reality prompts the decision to forgo meat altogether.

But there’s another way. As I’ve learned through Leff’s pro bono work with Food Animal Concerns Trust (FACT), a nonprofit dedicated to supporting humane farming practices, farming doesn’t have to contribute to climate change or create unhealthy living conditions for animals. In fact, through regenerative agriculture, raising animals for food can actually improve the environment.

We recently had a chance to see this approach in action during a visit to Terra Vitae Farms in Woodstock, Illinois, to film a video about FACT’s work. The recipient of a grant from FACT, Terra Vitae raises cows, goats, pigs, sheep, and chickens on 80 acres and sells its products at local farmers markets and through an on-site farm store.

For a lifelong city dweller like me, visiting Terra Vitae was a total delight. We walked across lovely golden pastures where goats and cows wandered freely, grazing at will. We watched as the farmers’ four children played with adorable newborn pigs and baby chicks. And we enjoyed the clamor of a flock of chickens objecting to the temporary relocation of their coop for filming.

We also had a chance to explore the farm’s origin story. A true family farm, Terra Vitae is run by Mike and Colleen Biver and Colleen’s parents, Kevin and Katie Kelley. The two couples started the farm six years ago after concluding that unhealthy food choices were causing health problems in their family.

“It started a journey to explore the healthiest way to produce food,” Mike told us. “It eventually reached a point where we had a lot of knowledge, and we decided that was the moment that we would literally roll up our sleeves, get our hands dirty, and actually start doing something to address the broken food system.”

Regenerative practices like those used at Terra Vitae focus on raising animals in the healthiest possible conditions. Animals move around freely on pastures, eating the grasses that are a natural part of their diet. And they don’t get the routine antibiotics that are a regular part of traditional factory farming, so they don’t contribute to the alarming rise of antibiotic-resistant “superbugs.”

This type of farming has a beneficial impact on the environment, too: rotating animals through different pastures keeps the grass healthy and naturally fertilized, enabling it to absorb carbon more effectively.

It also produces delicious food. Before we left Terra Vitae, we joined the family for an incredible lunch of chicken chorizo and cheddar-jalapeno bratwurst—definitely the tastiest sausages I’ve ever had.

Now that filming has wrapped up, we’re busy assembling sound bites and footage to tell a compelling story about Terra Vitae and FACT’s important work. I hope the video proves useful to FACT as it continues to support humane farmers through grants, education, and advocacy. And I’m excited to shine a light on these transformative practices that lead to better health for people, animals, and the planet.

We’ll update this post with the video once it’s finished.

Senior adviser

Allan elevates thought leadership with a veteran editor’s perspective on distinctive content and a journalist’s eye for trends in world events. He began his career as a writer and editor covering business, economics, and the environment for the Tallahassee Democrat, the Miami Herald, The New York Times, and The International Herald Tribune in Paris. Allan went on to work at McKinsey & Company for more than 20 years in Europe, Asia, and North America, where he specialized in emerging markets and shaped global thought leadership as editor in chief and editorial board member of the McKinsey Quarterly. At LEFF, Allan works with colleagues and clients to launch new projects, and he uses his expertise to support the professional development of LEFF’s team of editors.

 

Director of LEFF Sustainability Group

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Peter is an expert at developing clear, compelling stories about complex subjects—a skill that’s served him well as an award-winning journalist, editor, and book author. A former reporter for The Wall Street Journal and writer for Fortune magazine, Peter also spent seven years at the McKinsey Global Institute, where he stayed at the forefront of major trends in business and technology as a senior editor and editorial director. Peter has also written five nonfiction books, including a bestseller in France, where he currently resides. He brings his unique perspective as a collaborative, tactical thought partner to his work at LEFF by uniting stakeholders, upholding a high standard of quality, and ensuring content is well-structured and aligned with client needs.

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Karianne has a unique history of engaging audiences and telling stories. After studying music, she found new ways to express herself in the world of branding. Her more than 20 years in marketing and strategy are a testament to her ability to bridge business and creative mindsets, and she has developed content to communicate the ethos of global brands such as GE, State Farm, Motorola, and Procter & Gamble. Prior to joining LEFF in 2024, Karianne was vice president of digital at Weber Shandwick, led workshops at General Assembly, founded her own business, became a certified well-being expert, and released an album. As the lead of LEFF’s content marketing team, she looks forward to helping clients discover new opportunities to make an impact with lively, thoughtful content.

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Luke has crafted a writing life by pursuing—and creating—fresh opportunities. As a newspaper journalist in his native Australia and then as a foreign correspondent, freelance writer, editor, and management consultant, Luke developed the keen editorial eye and strategic perspective that has led him to the forefront of thought leadership and B2B publishing. Luke has helped leading organizations share transformative insights through print media and emerging digital platforms. Before joining LEFF, he was an executive editor at McKinsey & Company, managing director of Deloitte Insights, and global editor in chief for EY. Always driven to match the medium to the message, Luke collaborates with LEFF’s content marketing, editorial, and design departments to showcase clients’ most important ideas.

Partner

Alia approaches content like a conversation: She listens to clients to learn about their goals and responds with strategies that resonate with their audiences. Alia is an expert at translating ideas into smart, compelling integrated campaigns, and her experience in the agency world honed her abilities as a versatile creative partner and insightful innovator for enterprise clients such as Toyota, Kaiser Permanente, and Allstate. She got her start in publishing after living and working in Ukraine, where she focused on HIV/AIDS education and grant writing. At LEFF, she has assembled a team of multifaceted creatives who tell clients’ exciting, meaningful stories across channels and formats.