I love it when a nonprofit vigorously stands up for its friends and strikes back at its opponents. Not much room for wimpish go-along-to-get-along behavior in The Agitator’s world.

And so it was with delight that I read the news release from The Humane Society of the United States (HSUS) noting that attacks by its nemesis the Center for Consumer Freedom (CCF) against the fast-serve food chain Chipotle are backfiring.

Seems as though the Center, one of many industry front groups funded by corporate interests and headed by public relations mercenary Rick Berman has set its sights on Chipotle because of the chain’s progressive animal welfare policies.

Earlier this year, Chipotle pulled carnitas from a third of its outlets rather than serve pork produced by companies not complying with the company’s animal welfare standards.

Berman and CCF who have mounted outlandish assaults against HSUS for years [See The Agitator series on this battle here, here and here] are now clearly losing the war and are in likely danger of watching in horror as industry funds disappear.

As Wayne Pacelle, the crusading CEO of HSUS notes: “The companies that Berman once considered to be his core financers are the same ones that are now taking leadership on animal welfare policies.“ [Editor’s Note: Last week, McDonald’s announced plans to go completely cage-free in its U.S. and Canadian egg supply chains. With this move Ronald McDonald joins Walmart, Aranmark and nearly 100 other major food companies in announcing strong new animal welfare policies.]

Of course these corporate changes in heart stem from the need to meet consumer demand for humane treatment in their supply chains. Demand created by the tireless advocacy campaigns by HSUS.

As singer Frank Sinatra noted, “the best revenge is massive success.” And after enduring years and years of assaults and abuse from CCF and fighting back every step of the way, the HSUS is on a winning streak.

And as Wayne notes in his Blog to HSUS supporters: “As with his campaign against The HSUS, [Berman’s attack on Chipotle] is likely to have the opposite effect by highlighting the popularity of the company’s policies, which in turn will be a magnet for consumers. If anybody notices his very predictable little campaign, it will likely spur sales at Chipotle rather than suppress them.”

What donor wouldn’t admire the fighting spirit of HSUS? No wonder HSUS continues to grow and grow.

Please pass the Chipotle breakfast burritos.

Roger