Measure J is a citizen-initiated ballot measure to prohibit Concentrated Animal Feeding Operations (CAFOs), as defined by the Environmental Protection Agency (EPA), in Sonoma County, California. CAFOs are commonly referred to as factory farms. CAFOs are large livestock and poultry operations that confine animals in massive indoor facilities. The EPA is involved in regulating these facilities because the amount of animal waste they produce is a risk to the surrounding environment. CAFOs are also linked to a host of animal welfare issues and negative impacts on public health. 

If Measure J is adopted, it would impact approximately 21 factory farms, or CAFOs, across the county. These facilities would have three years to either cease operations or downsize the number of animals they confine to below the federal threshold for a CAFO. Measure J would also prohibit any new CAFOs from opening in the county. 

Right now, nearly 3 million animals are confined in Sonoma County’s 21 CAFOs, and each year, these facilities confine approximately 7 million animals in total. That’s because chickens and ducks raised for meat are slaughtered when they are only about six weeks old. 

The 21 CAFOs include:

• 10 egg farms with between 82,000 and 500,000 chickens
• 6 dairies with between 880 and 1,500 dairy cows
• 4 chicken farms each with over 125,000 chickens
• 1 duck farm with 200,000 ducks

You can learn more about these factory farms and view them on an interactive map at the Yes on J campaign website. 

The Potential Of Ballot Measures

Ballot measures provide an opportunity for ordinary people to shape the laws of a given region. In the United States, ballot measures have secured gains for gay marriage, minimum wage increases, and women’s right to vote. Before the 19th Amendment, 30 states ran ballot measures to adopt women’s suffrage and 15 states succeeded. 

While legislators often side with money, being actively pressured by industry lobbyists, ballot measures put the question to the people directly to decide for themselves. A ballot measure is still a costly campaign to run, and sadly, whichever side spends more money on ads often wins. However, ballot measures also spark an immense amount of conversation, which can put harmful industries on the defensive, trying to justify their destructive actions. For an issue like animal rights, which is almost completely ignored by politicians, mainstream media, and even other social justice movements, ballot measures are a powerful tactic to put the issue on the table. Plus, we know that the public does care about protecting animals.

California voters, including in Sonoma County, overwhelmingly supported Proposition 2 (2008) and Proposition 12 (2018) to abolish some of the cruelest forms of extreme confinement of animals in farms. 

These sentiments are shared more broadly on a national level, as recent national surveys have demonstrated widespread concerns about CAFOs. A 2019 national poll from Johns Hopkins found that more than 80% of Americans are concerned about air and water pollution, worker safety, and health problems caused by CAFOs. According to a March 2023 poll commissioned by the American Society for the Prevention of Cruelty to Animals (ASPCA) and fielded by Ipsos, 74% of Americans “strongly support to somewhat support” a ban on new CAFOs, a significant increase from 47% in 2020. Legislation temporarily prohibiting the construction of new CAFOs has already passed in some counties and states and has even been introduced at the national level. Nearly 40 U.S. Representatives cosponsored the 2023 Farm System Reform Act, which proposed a moratorium on large CAFOs and the ultimate phasing out of these facilities across the country.

Yet despite all these signs of rising opposition to factory farming, no county, city, or state in the U.S. has ever voted on a factory farm ban until now.

In 2022, a Swiss referendum to ban factory farms led by Sentience Politics set the precedent globally for an entire nation to vote on this issue. Sadly, the referendum did not succeed, but it got a meaningful 37% support rate. Of course, abolishing factory farms is a daunting challenge, especially when industry has the resources to lobby constantly and, in effect, write their own laws. Even the 40 U.S. Representatives challenging factory farms through the 2023 Farm System Reform Act have been unable to get the bill to a vote. It was referred to the Subcommittee on Livestock, Dairy, and Poultry in March 2023 and has been stuck there ever since. In my work with Direct Action Everywhere (DxE), we experienced a similar setback on a statewide factory farm moratorium bill that we helped introduce in California in 2022. The bill, AB 2764, was referred to the Assembly Agriculture Committee and died there without ever being brought to a vote. 

The ballot measure path is an option our movement should more seriously consider, as Pax Fauna has argued based on their research into activating latent support for animal rights. However, not every county, state, or country allows citizen-initiated ballot measures. I often hear people living in places without a ballot measure process tell me how jealous they are. Let’s take advantage of this fortunate opportunity that we have to change the laws for animals!

Why Measure J In Sonoma County Specifically?

Investigations into factory farms in Sonoma County revealed severe and systemic animal welfare issues and widespread disease, but the authorities refused to prosecute the companies or stop the abuse. For example, investigations into Reichardt Duck Farm by Mercy for Animals in 2014 and by DxE in 2019 and 2023 exposed a decade of extreme neglect, including diseased ducks left stuck on their backs, unable to get up, and consequently unable to reach food or water in violation of California Penal Code Section 597. In particular, birds who are collapsed and unable to walk cannot access food and water, and it is a crime to deprive animals of “necessary sustenance, drink, or shelter.” Activists and attorneys shared this video evidence along with veterinary and legal opinions with the Sonoma County District Attorney’s Office, the Sheriff’s Office, Animal Services, and local police departments, but time and time again, these reports were ignored. 

Reichardt is the largest duck farm in California, confining over 200,000 ducks inside sheds where they live on wire flooring with no access to water for swimming, an important natural behavior. The facility produces 200,000 gallons of manure each day. In 2023, Reichardt settled a Clean Water Act lawsuit brought by Californians for Alternatives to Toxics (CATs) for discharging pollutants from its operation to a watershed where once abundant populations of iconic Coho salmon were exterminated. CATs is a proud member of the Coalition to End Factory Farming. 

According to the EPA’s definition of a CAFO, a duck farm with a liquid manure handling system (which Reichardt has) is considered a large CAFO if it confines 5,000 or more ducks. Reichardt has 40 times that number. If Measure J passes, Reichardt Duck Farm will almost certainly close down rather than downsize to below 1/40th of its current size. 

Another example is poultry giant Perdue Foods, which operates four chicken CAFOs in Sonoma County through its subsidiary Petaluma Poultry and supplies to major grocery chains, including Costco and Safeway. Since 2018, DxE investigators have documented routine violations of California’s animal cruelty laws at several Petaluma Poultry factory farms and the company’s slaughterhouse, including birds collapsed on the floor or stuck on their backs and unable to walk to food or water, left to slowly starve to death; birds with splayed legs; birds with open wounds; and infectious diseases that threaten public health. These reports, too, have been ignored by the authorities. Rather than prosecute Petaluma Poultry, the Sonoma County District Attorney has chosen to prosecute the whistleblowers who documented these conditions and rescued animals from abuse. Passing Measure J would send a strong message from voters that these suffering animals deserve protection.  

While widespread animal cruelty at factory farms and the failure of authorities to intervene are sadly not unique to Sonoma County, the dramatic story unfolding in this Northern California region certainly is. The path to this moment was paved with years of investigations, mass open rescues and arrests, animal rescuers on trial, and intense backlash from industry lobbyist groups with ties to those in power. 

Sonoma County is also unique in its position — it is both an agricultural region with a number of major factory farms, and a region with a progressive population that has overwhelmingly supported statewide ballot measures to improve animal welfare despite opposition from factory farms in the county. Additionally, Sonoma County residents value their beautiful landscapes and experience firsthand the effects of rising global temperatures on their environment, including droughts and wildfires. Concern for the climate helped spur one city in Sonoma County to become the first in the nation to ban new gas stations. The county has led the way in other areas, too. Women’s History Month began as a local celebration in Sonoma County. 

A survey of Sonoma County voters in June 2023 by Public Polling Policy (not yet publicly available but independently verified by Faunalytics) showed a majority of voters supported a ban on CAFOs in the county.

The Coalition to End Factory Farming (CEFF), which formed to support this ballot measure, began with three founding member organizations: Compassionate Bay, FACES (Farm Animal Climate and Environmental Stewards) of Sonoma County, and Direct Action Everywhere – SF Bay Area. CEFF has grown to include over 30 organizations and local businesses, including small farms, animal rescues, and the Green Party of Sonoma County.

We believe that Measure J strikes the right balance between a moderate proposal that much of the public already supports, and a bold, first-of-its-kind change that shifts the Overton Window on what legislation society considers possible at this time. Indeed, California legislators have told us that successful local ballot campaigns would help open the door to similar statewide legislation.

There is a high likelihood that Measure J will not succeed at the ballot box. Being on the cutting edge of change is scary to more cautious voters, and industry lobbying groups are set to greatly outspend us with their ads against the measure. Their stated goal is to raise $1.6 million to defeat Measure J, and they’ve already started spreading misinformation, scaring the public with false claims about the fall of small, “family” farms. Even if Measure J does not pass, it holds huge potential to build momentum for the animal rights movement.

Measure J is already starting important conversations. While government groups and large nonprofits usually have little time to spare for a conversation about our grassroots campaigns, with Measure J on the ballot, prominent organizations are actually reaching out to us requesting conversations.

Residents are also eager to learn more. Many have been surprised to learn that Sonoma County has factory farms. Others know all too well about these facilities in their backyards and they have stories that they want to tell. One couple in Petaluma told me about the strong smell of feces at their home whenever animal waste is being sprayed on a nearby field. A man in Rohnert Park told me about his friend who got a job working onsite slaughterhouse at the Reichardt Duck CAFO and ended up quitting after just 2 hours because he couldn’t stand the gore. 

Whatever happens in November, Measure J is part of the story of how we end factory farming. Through voter outreach, press coverage, and conversations that carry into people’s homes and workplaces, we are already seeing the impact of Measure J at work. But the biggest impact will come if we pass Measure J this November 5th. Beyond the direct impact Measure J would have in shutting down or significantly restricting the 21 factory farms in Sonoma County, it would undeniably be a major turning point in the people-powered movement to end factory farming across the nation and around the world.

Want To Help Measure J Succeed?

If you are inspired to help this historic campaign succeed, please consider joining us in Petaluma, California for the Yes on J: End Factory Farming Convergence from August 23rd to the 27th. During this five-day event, animal and environmental advocates will spread support for Measure J in Sonoma County through outreach events, vigils, protests, canvassing, and more. We’re trying to reach as many of the county’s 300,000 voters as possible before voting day on November 5th, and your help could tilt the scale in our favor! 

If you cannot join the convergence but still want to support Measure J, you can sign up to volunteer for the campaign. There are plenty of virtual volunteer opportunities, such as texting or calling voters, and of course, you can donate to the Yes on J campaign to help us reach more voters.