Recent litigation trends show the popular milk brand Fairlife slapped with a proposed class action lawsuit, accusing the company of animal cruelty, environmental damage, and false advertising.
The case filed in California federal court alleges that the company engaged in widespread mistreatment of cows and made false claims to consumers about its animal welfare and sustainability practices. Fairlife has previously agreed to pay 21 million dollars to settle a similar lawsuit.
What Led to the Fairlife Class Action?
The federal lawsuit details shocking evidence of animal abuse discovered by undercover investigations at Fairlife's supplier farms.
Animal Recovery Mission (ARM), a nonprofit animal rights group, conducted multiple probes in 2019, 2023, and 2024 that captured video footage of the egregious mistreatment of cows and calves.
ARM investigators documented the evidence at Windy Ridge Dairy and Windy Too Dairy, both suppliers to Fairlife, and showed:
- Employees violently beat, kicked, dragged, and electrically shocked cows.
- Workers cruelly broke cows' tails and left injuries untreated.
- Botched euthanasia attempts on cows, prolonging suffering.
- Newborn calves were left to die from dehydration and starvation in extreme heat.
- Filthy, crowded living conditions for cows and calves.
Class plaintiffs argue that animal abuse evidence contradicts Fairlife's marketing claims that the company provides "extraordinary care and comfort" for cows.
Fairlife's milk labels and advertising also tout a "zero tolerance for animal cruelty" policy, but the investigations appeared to show the exact opposite occurring at its supplier farms without repercussions.
Environmental Damage Accusations
The allegations against Fairlife go beyond animal mistreatment. The class action also accuses certain Fairlife-affiliated farms of causing severe environmental damage.
The plaintiffs contended that the company discharged and dumped large amounts of cow manure and waste from dead calves near local waterways and recreational areas.
This alleged pollution caused algae blooms and contaminated community water resources, directly contradicting Fairlife's representations about sustainable farming practices.
So, on top of the horrific animal abuse, the class action accuses Fairlife of misleading consumers about its environmental record as well.
Deceptive Marketing Practices
And deceptive marketing claims don't end with environmental pollution concerns. Class plaintiffs further allege the company duped consumers about the recyclability of its milk bottles.
According to the lawsuit, Fairlife falsely labeled its packaging as "100% recyclable" when the bottles actually contaminated the recycling stream.
Plaintiffs say Fairlife's opaque plastic bottles contain non-recyclable titanium dioxide, making them incompatible with standard recycling processes. So, the company misled customers who believed they were buying an eco-friendly product.
Overall, the complaint paints a disturbing picture of Fairlife building its brand on hollow promises about animal care and environmental responsibility.
Parties in the Fairlife Litigation
So, who are the key players in this high-stakes class action battle?
Four California plaintiffs brought the lawsuit seeking to represent a class of consumers who purchased Fairlife products from 2021 onward.
The main defendants are:
- Fairlife LLC - the Chicago-based milk company.
- The Coca-Cola Company - originally co-founded Fairlife and now owns 100% of the company.
- Select Milk Producers - a dairy cooperative that supplies and operates Fairlife.
- Mike and Sue McCloskey - the founders of Fairlife and Select Milk.
- Specific Fairlife-affiliated farms, such as Windy Ridge Dairy.
Not the First Time Fairlife Faces Allegations
Interestingly, Fairlife has faced legal scrutiny for alleged animal abuse before. ARM's initial 2019 undercover investigation at company supplier Fair Oaks Farms sparked a similar consumer protection lawsuit.
Fairlife settled that case in 2022 for $21 million while promising reforms like enhanced animal welfare audits and a $40+ million investment in oversight.
However, the new class action asserts that follow-up ARM investigations in 2023-2024 revealed continued cow mistreatment, suggestingthat Fairlife's corrective measures fell short.
Plaintiffs argue the abuse has only worsened in recent years, even as Fairlife ramped up its humane marketing claims, revealing the inanity of its animal care commitments.
Causes of Action Asserted Against Fairlife
Given this alleged pattern of misconduct, the lawsuit asserts several specific legal claims against Fairlife, with causes of action including:
- Breach of warranty - Fairlife violated its express promises to consumers of ethical, cruelty-free cow treatment.
- False advertising under California law - Based on Fairlife's allegedly deceptive animal welfare and sustainability claims.
- Unfair competition - Arguing Fairlife's conduct constitutes unlawful and fraudulent business practices.
- Violation of the Consumer Legal Remedies Act - For misrepresenting the humane characteristics of Fairlife's products.
- Unjust enrichment - Contending it would be inequitable for Fairlife to retain profits from products sold through misrepresentations.
What the Fairlife Class Action Lawsuit Seeks
Regarding remedies, the class action seeks a court injunction prohibiting Fairlife's alleged false advertising and unlawful practices moving forward.
The plaintiffs also demand monetary damages for consumers' economic losses from buying Fairlife products under false pretenses. Additionally, they want Fairlife to disgorge all revenues earned from products sold through misrepresentations about animal treatment and sustainability.
Finally, the suit requests punitive damages to punish and deter future misconduct, plus attorneys' fees.
Status and Future of the Fairlife Litigation
This landmark litigation is still in its early stages.
The plaintiffs filed the new class action complaint in February 2025, and Fairlife will likely try to dismiss the lawsuit or deny class certification later this year.
Given the company's track record, there's a potential for another multimillion-dollar settlement.
However, Fairlife may choose to fight the allegations aggressively this time around. If not resolved, the matter could proceed to a high-profile jury trial to determine Fairlife's liability.
Regardless of the outcome, Fairlife faces an ongoing public relations crisis as it attempts to counter the serious abuse allegations and rebuild consumer trust.
The case is a wake-up call about the importance of humane treatment and honest marketing in the milk industry.
As consumers increasingly demand transparency and ethical practices, companies like Fairlife must back up their claims with real, verified change - not just empty promises.
No matter what happens with this litigation, the graphic footage of animal suffering ensures that the public will watch Fairlife's conduct more closely.
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