EXTREMIST animal rights group PETA is appealing directly to sheep producers in its latest advertising campaign, urging them to pressure Australian Wool Innovation to cease mulesing by the end of 2010.
PETA says it is fed up with AWI's "doubletalk, stonewalling and broken promises" regarding the phase-out of mulesing of lambs by the end of 2010.
In a full-page ad in Farm Weekly, PETA argues that mulesing is cruel and unnecessary because humane flystrike control methods exist and are already in use.
The ad – which is titled 'The Future of Australian Wool Is in Your Hands' – states: "AWI has wasted farmers' time and money by clinging to crude and inhumane mutilations. It has become a maggot in the sheep farmers' backside".
"It is up to Australian sheep farmers to save their arses and the sheep's by taking the initiative to end cruel mulesing mutilations themselves," PETA Australia director of campaigns Jason Baker said.
"As retailers and consumers choose kindness over cruelty, the Australian wool industry's profits are headed for the toilet."