animal justice project

Name

animal justice project

Legal name

Animal Justice Project

Website

https://animaljusticeproject.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Animal Rights Advocacy and Campaigning

NAICS

Environment, Conservation and Wildlife Organizations (813312)

akta.pro primary industry

Advocacy, Policy & Public Awareness (Animal Welfare) (BPAGAIAJ)

akta.pro secondary industries

Animal Cruelty Prevention, Investigation & Humane Law Enforcement (BPAGAIAG), Animal Welfare & Advocacy Organizations (AFAEALAC)

Keywords

• Animal rights advocacy
• Undercover investigations
• Campaign management
• Charitable fundraising
• Vegan education

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations: One-time and recurring donations from supporters, with donation matching campaigns (all donations doubled in 2026)
2. Membership Program: Monthly membership subscriptions starting at £5 per month with welcome pack and benefits
3. Merchandise Sales: Sale of branded merchandise including apparel, accessories, and bundles through online shop

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Animal Justice Project is a UK-registered animal protection charity that campaigns against animal agriculture through undercover investigations, pressure campaigns, strategic litigation, policy advocacy, and public outreach. It funds its mission primarily through individual donations, a £5/month membership subscription program that includes a welcome pack and member benefits, and the sale of branded vegan/cruelty-free merchandise (apparel, accessories, bundles) via its online shop.

Product overview

Animal Justice Project is an animal protection NGO operating under a multi-campaign and merchandise structure. The organization runs strategic campaigns including Lives Not Stock (exposing animal transportation trauma), Expired (highlighting suffering on high-welfare farms), Scammed! (challenging government animal protection systems), Respect All Life (foundational animal advocacy), Exposed (documenting disease on farms), The Foul Truth (examining poultry industry abuse), and Fishing Hurts (protecting fish). Their merchandise shop supports these campaigns with branded products including Respect All Life and Lives Not Stock branded apparel, accessories, and bundles. The Respect All Life line features enamel pins, t-shirts, beanies, tote bags, water bottles, and backpacks. The Lives Not Stock line includes mugs and bundles. Additional products include Animal Justice Project branded snoods, baseball caps, and bundles, as well as educational materials like pig leaflets.

Differentiator

Problem solved

Functional benefit

Brands

• Respect All Life: Core campaign emphasizing animal rights philosophy and advocacy messaging.
• Expired
• Lives Not Stock
• The Foul Truth
• Exposed
• Scammed!
• Fishing Hurts
• Udderly Kind

Quantifiable outcome

• Successful prosecution of farmer Derek Whittle resulting in 5-year disqualification from keeping animals
• +4 more outcomes

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• Minor FigurescoreStrategic or Co-development PartnerMinor Figures is providing free barista oat milk, customer-facing materials, guidance for staff, and practical support for cafes participating in the Udderly Kind campaign to make oat milk the default option. The partnership aims to build lasting relationships with cafes sharing enthusiasm for oat milk and plant-based alternatives.
• Udderly KindcoreStrategic or Co-development PartnerJoint campaign initiative to encourage cafes to make oat milk the default option in hot beverages. The Canteen in Bristol was the first to trial, followed by Bonnie's and Oven District cafes.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• RSPCA: UK's largest animal welfare charity, including farmed-animal welfare enforcement work and assurance schemes (RSPCA Assured). AJP has actively campaigned against RSPCA Assured certification practices; broader in scope and welfare-reform-oriented rather than abolitionist.
• Compassion in World Farming: Larger, established UK and international farm-animal welfare organization focused on ending factory farming through policy advocacy and corporate engagement. Overlaps with AJP on farm-animal campaigns but operates at significantly greater scale and pursues welfare-reform rather than abolitionist outcomes.
• PETA UK: UK arm of the global PETA organization, conducting investigations, celebrity campaigns, and public outreach against animal exploitation. Far larger and broader in scope than AJP, but overlaps on undercover investigations and vegan advocacy.
• World Animal Protection: Global animal-welfare NGO with a UK presence running campaigns on factory farming, wildlife, and disaster relief. Comparable donation-funded model, but broader portfolio and more institutional funding than AJP.

Direct peers

• Open Cages: UK-headquartered farm-animal advocacy organization running corporate campaigns and investigations. Directly comparable mission and tactics to AJP, with an emphasis on retailer engagement and policy work.
• Animal Equality: International animal-protection organization that uses undercover investigations and corporate campaigns to expose factory farming. Closely comparable methodology (undercover footage, corporate pressure) to AJP, but with global reach across multiple country offices.
• Viva!: UK-based vegan campaigning charity that conducts undercover investigations into animal farming and promotes veganism. Directly comparable mission, geography, and methodology to AJP, with a longer operating history and broader campaign portfolio.
• Mercy For Animals: International farmed-animal protection organization using undercover investigations and corporate campaigns. Comparable methodology and mission to AJP, with US roots and growing international footprint.
• The Humane League: International farm-animal protection organization running corporate cage-free and plant-based campaigns. Comparable donor-funded, investigation-and-advocacy model to AJP, with stronger corporate-facing focus and US headquarters.
• Animal Aid: UK animal rights charity that runs undercover investigations, campaigns, and outreach against animal farming and vivisection. Operates in the same niche as AJP, with comparable donation-driven funding and investigation-led advocacy.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/animaljusticeproject
• LinkedInlinkedin.com/company/animal-justice-project
• Instagraminstagram.com/animaljusticeproject

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about animal justice project