http://www.alexa.com/site/download

If you browse compassionate / veggy / vegan etc. sites having the Alexa Tool Bar on your computer might help them to move up the popularity rankings a little!

PLUS - it certainly helps to protect you against phishers & scammers!
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Making a better Internet
Alexa could not exist without the participation of the Alexa Toolbar community. Each member of the community, in addition to getting a useful tool, is giving back. Simply by using the Firefox and IE toolbars each member contributes valuable information about the web, how it is used, what is important and what is not. This information is returned to the community as Related Links, Traffic Rankings and more.
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HappyCow on Alexa - http://www.alexa.com/data/details/traffic_details/happycow.net
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Webmaster Eric - please consider adding this info. to the next MooZine!