Coca-Cola’s “humane” milk brand Fairlife faces fresh animal cruelty charges as investigators uncover horrific abuse at multiple dairy farms, including violent beatings and forced fetal extractions, just years after a $21 million settlement for similar violations.
Key Takeaways
- The Arizona Department of Agriculture is investigating Rainbow Valley Dairy and Butterfield Dairy, milk suppliers for Coca-Cola’s Fairlife brand, following animal cruelty allegations.
- Undercover investigations by Animal Recovery Mission documented severe abuse including workers kicking, beating, and using chains to forcefully extract fetuses from cows.
- A new federal false advertising complaint has been filed against Fairlife, Coca-Cola, and Select Milk Producers for fraud and animal cruelty, just years after settling a similar $21 million lawsuit in 2022.
- Despite claiming to uphold high animal welfare standards, ARM investigators found ongoing systemic cruelty at Fairlife suppliers in Arizona and New Mexico.
- The complaint also accuses Fairlife of “recycling fraud” for using non-recyclable opaque plastic bottles while marketing sustainability.
Pattern of Abuse Uncovered at Multiple Dairy Farms
The investigation into Fairlife’s milk suppliers has revealed disturbing patterns of animal abuse that directly contradict the company’s marketing claims about humane treatment. Animal Recovery Mission (ARM), an organization specializing in undercover investigations, documented workers at Woodcrest Dairy in New Mexico abusing cows through kicking, beating, and using chains to forcefully extract fetuses. This facility, along with Rainbow Valley Dairy and Butterfield Dairy in Arizona, supplies milk for Fairlife products, which are marketed as coming from cows that receive “extraordinary care and comfort.”
“The Arizona Department of Agriculture has confirmed active investigations into these facilities but has provided limited details due to the ongoing nature of their inquiry,” according to 12News. Deputy Director Sheldon Jones acknowledged on June 17 that the investigations are proceeding following the February report from ARM that detailed the potential mistreatment of animals at these dairies.
Legal Consequences and Corporate Response
A federal false advertising complaint has now been filed against Fairlife, Coca-Cola, and Select Milk Producers, accusing them of fraud and animal cruelty. This comes just three years after these companies settled a $21 million lawsuit in 2022 over similar allegations. The new lawsuit claims that Fairlife’s marketing emphasizing humane treatment and sustainability is deceptive, as the milk continues to be sourced from dairies with documented abuse cases. While Fairlife claims to have stopped sourcing from implicated dairies, the lawsuit alleges continued supply through other channels.
“From someone that’s a specialist in investigating cruelty in the dairy industry globally, Fairlife is top-tier, the worst offenders,” said Richard Couto, Founder of Animal Recovery Mission
In response to these allegations, Fairlife issued a statement claiming commitment to animal welfare: “We are deeply committed to animal welfare and have zero tolerance for abuse. We work closely with our co-op partners to ensure the highest standards of care are consistently upheld across all their member farms that supply milk for Fairlife products.” However, ARM’s investigations in 2024 and 2025 suggest that systemic cruelty continues at Fairlife suppliers despite these public assurances.
A History of Deception
The current controversy is not isolated but represents what critics call a pattern of corporate deception. ARM’s founder, Richard Couto, has a history of exposing animal cruelty and illegal operations in the dairy industry, and his organization’s recent findings suggest that little has changed since the previous settlement. The complaint also accuses Fairlife of “recycling fraud” due to its use of non-recyclable opaque plastic bottles while marketing itself as a sustainable and environmentally conscious brand.
“Is this what happens when a company is too big to fail? They feel like they can say whatever they want with impunity? Fairlife, true masters of consumer deception,” said Bobak Bakhtiari, Attorney
Despite the previous controversies and current allegations, Fairlife’s sales have continued to grow, with significant consumer interest based on what the lawsuit describes as misleading claims. This market success in the face of repeated animal welfare violations raises serious questions about corporate accountability and the effectiveness of previous legal settlements in changing company practices. Consumers who purchase Fairlife products based on their humane treatment claims are potentially being misled, according to the lawsuit, as the documented conditions at supplier farms tell a very different story than the company’s marketing materials.
