Powerful animal agricultural companies are deceiving well-intentioned consumers, and there is a name for this specific kind of deception: humane-washing.
Similar to the more well-known greenwashing, where misleading sustainable and climate labels are used to appeal to the more eco-conscious consumers, humane-washing intentionally misleads conscientious consumers who are trying to make better choices for animals.
That is the case for the 2023 lawsuit against Alderfer Egg Farms, which Animal Outlook sued based on misleading the public about their “free-roaming” claims.
Instead, with the support of We Animals’ documentation, Animal Outlook proved hens on Alderfer farms had no meaningful outdoor access.
