Direct Action Everywhere, known as DXE, has launched a new campaign in California that has raised significant concern and merits attention from animal agriculture stakeholders.

The organization recently announced it is “training investigators” across California with the stated goal of mobilizing action against the state’s livestock sector. According to its public materials, participants are being trained to fly drones, film allegedly poor farm conditions, navigate public databases, and develop plans for local campaigns.

Last month, DXE upped the ante by releasing an interactive online map identifying what it characterizes as every “factory farm and slaughterhouse” in California. The map reportedly includes facility locations, estimated animal numbers, associated brands, and allegations related to environmental impact. The launch was paired with an “investigation” targeting a cattle operation and an event involving drone use and reporting alleged violations to law enforcement.

Sound familiar? If you’ve been following activism for a while, this is probably ringing a bell.

In 2020, DXE members launched Project Counterglow, a nationwide initiative that similarly compiled farm locations into a public-facing database. That project encouraged activists to gather and organize information about animal agriculture operations across the country. At the time, the Alliance raised concerns with law enforcement. The feedback was clear: When information is publicly sourced, there are limited avenues for action unless it can be directly tied to criminal conduct.

Project Counterglow raised considerable concern across the industry, but it ultimately lost momentum and did not lead to a documented increase in coordinated security incidents. However, the relaunch of a state-focused mapping effort, combined with organized training and planned field activity, suggests a more concentrated approach this time.

Publishing consolidated facility data in one searchable location lowers the barrier for coordinated activism. While the information itself may be drawn from public records, its aggregation and framing can increase the likelihood of protests, drone activity, harassment, or reputational campaigns targeting specific operations. This is especially concerning as most farmers live where they work. These are family residences being mapped, not simply business operations.

Producers understand that operational disruption does not require a confirmed violation of law. Coordinated demonstrations, drone surveillance, and online amplification can create real-world impacts even when activities remain within legal boundaries.

We have reached out to federal law enforcement contacts regarding this latest effort. As before, the public nature of the underlying data limits what can be addressed at a broader level. That reality reinforces the importance of preparedness at the farm and facility level.

For California producers and processing facilities, this is an appropriate time to review physical security measures, drone response protocols, employee communication procedures, and digital risk exposure. Heightened awareness is not about assuming the worst. It is about ensuring that operations are prepared should increased attention materialize.

This campaign also reflects a broader evolution in activist strategy. Digital mapping tools, coordinated messaging, and organized training efforts allow campaigns to scale quickly and concentrate pressure on targeted regions. Recognizing that shift allows industry stakeholders to respond strategically rather than reactively.

As we saw in 2020, not every high-profile initiative gains traction. At the same time, waiting to see whether it does is not a strategy. Calm, proactive vigilance remains the most effective safeguard.