The Coca-Cola Company distributes the American brand of ultra-filtered milk known as Fairlife, stylized as fa!rlife, in the United States, Canada, and China. The milk is offered in five flavours: whole milk, reduced fat, chocolate, strawberry, and fat-free.
The Coca-Cola Company is the sole owner of Fairlife LLC. The Coca-Cola Company bought the remaining 57.5% equity position in Fairlife LLC in January 2020 after initially owning 42.5% of the company. Unlike Coca-Cola, which has its primary offices in Atlanta, Georgia, Fairlife has its headquarters in Chicago, Illinois.
Coca-Cola and Others Reach Settlement for Fairlife Animal Abuse Cases Totaling $21 Million
Although the videos and related litigation brought unfavourable exposure to the Fairlife brand, they haven’t really slowed its growth.
The ultra-filtered dairy brand, which was established in 2012, declared earlier this year that its annual retail sales had topped $1 billion. Through a joint venture with Select Milk Producers, Coca-Cola initially held a minority part in the Fairlife brand; in 2020, it bought the remaining shares. The deal’s financial details weren’t made public.
Fairlife stated that “animal welfare is and will always be a major focus” in a statement to Food Dive. The company said that by using camera surveillance, a third-party animal welfare advisory board, and increasing the number of surprise audits at supplier farms, it had “substantially upgraded our animal care systems and processes since 2019′′.
According to Fairlife’s 2021 stewardship report, the company spent more than $8 million on promoting supplier animal welfare standards and looking into innovative techniques and technology to enhance animal care.
Since the 2019 incident, Fairlife has stopped sourcing milk from Fair Oaks, according to the brand.
The premium milk market has mostly been a positive growth story as the larger dairy milk category has suffered. It’s a key factor in why Coca-Cola bought the rest of Fairlife. A2 is among the popular premium brands with customers. Chobani is one exception, as it announced this week that it will no longer be producing its February-released Chobani Ultra-Filtered Milk.
Nowadays, lawsuits are a common occurrence in the food and beverage sector. They have occurred frequently in the dairy industry. Three years ago, a Vermonter complained to Unilever’s Ben & Jerry’s, claiming that, in contrast to what the brand’s website claims, it doesn’t only utilise milk and cream from “happy cows.” 2020 saw the dismissal of the case.
There is currently no proof that these accusations do long-term harm to the brands concerned. Even if some retailers stopped offering Fairlife after the 2019 video, the dairy brand doesn’t seem to be suffering now. The World Animal Protection and Compassion in World Farming, however, revealed that many food firms fall short in their efforts to emphasise animal welfare in a report from 2021.
More incidents of animal maltreatment might give precise fermentation-produced products more traction.
Consumers are very interested in and enthusiastic about dairy produced without the use of animals, with animal welfare being the primary driver of their desire to consume it, according to a report from a series of focus groups conducted by precision fermentation startup Formo, Fordham University, and Mercy For Animals and published in February.
How Did Things Go at Fairlife Milk?
When undercover video showing horrific animal abuse at a dairy farm that provided Fairlife with milk went public in June 2019, many consumers decided to boycott the “ultrafiltered” milk brand that had supposedly cared about animal welfare.
Now that the Fairlife milk animal abuse scandal is approaching its second anniversary, many people are wondering what exactly happened at Fair Oaks Farms, why people are boycotting Fairlife, and what they can do to stop animal abuse.
At Fair Oaks Farm, There Was Animal Cruelty, According to A Fairlife Milk Investigation
According to the organisation, an investigator from Animal Recovery Mission (ARM) went undercover at Fair Oaks Farms in Indiana, which provides milk to Fairlife (among other businesses), in the early months of 2019.
During the little time he spent working there, he recorded covert video of the dairy farm, giving ARM “undeniable evidence of inherent brutality perpetrated daily to dairy cows under industrialised food production systems.”
The investigator’s most disturbing film was released by ARM in a terrible video that was uploaded in June 2019. The video instantly gained popularity. Evidence of such needless maltreatment at the farm appalled people all across the world.
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