Building a future beyond factory farming

Senterra combines “sentience” and “terra” (earth), reflecting our vision of a world free of the suffering factory farming causes sentient beings and our shared planet. Our tagline – Building a future beyond factory farming – underscores our mission.

Below are answers to some frequently asked questions about our new name.

  • As we implemented our strategy to reach new funders and raise the profile of our cause, we consistently encountered the same problem: the name Farmed Animal Funders was a barrier.

    Senior movement leaders, FAF members, and trusted partners told us that the name held us back from reaching new audiences - especially those who are closely aligned with our mission, but don’t necessarily see themselves as “animal funders”.

  • We started this process in November 2024, by asking our members for ideas and suggestions. We’ve consulted outside experts, movement leaders, and peers. Throughout the process, we invited and integrated feedback from our members, to ensure that we kept our mission at heart.

    While no one name would be perfect, we believe that Senterra meets our criteria for a name that speaks to our mission, while also giving us the flexibility to reach new audiences.

  • The new name isn’t particularly descriptive; on its own, it doesn’t clearly state what we do. 

    However, it is signaling, similar to the names Longview or Tilt Collective. “Senterra” is a middle ground (not too vague, not too descriptive) that allows audiences to hear the meaning that speaks to them:

    Animal-focused funders may hear “sentient”, and the connection to animals.

    Climate or environment-focused funders hear “terra”, evoking earth, climate.

    Funders new to our cause hear a name that doesn’t turn them away.

  • Since the beginning, our group has welcomed members who have diverse views and different theories of change, but who share our mission of a future free from the suffering caused by industrial animal agriculture.

    Our new name will help us reach new audiences - including climate funders - and our focus will proudly remain on farm animals.

  • No, our mission remains the same: to replace factory farming with a more humane and sustainable food system.

  • From now to October 1st, our team will be finalizing the new logo, changing over our internal systems and sharing the news with key stakeholders and movement leaders. On October 15th, we’ll officially be Senterra Funders!