One of the optional topics of Corporate (Social) Responsibility (CSR) is animal welfare. This exploratory qualitative study reveals which communicative factors stimulate an attitude of responsibility towards animals in companies in the animal-based food industry. It shows that a manager who is made responsible for animal welfare can strengthen the company’s ethical position in two ways using communication. The first one is to connect with stakeholders within and outside the company. The second way is to facilitate, as a moderator, communicative (...) connections between these stakeholders in which the manager is not involved per se. In both cases, if these connections take the form of personal meetings, this is extra helpful for a responsible attitude, because in that way insight, trust and collaboration are gained and sustained. We present a model outlining all supportive communicative connections, a summary of communication channels that are used to effectuate them, and practical advice for managers. (shrink)