Coca-Cola’s Fairlife brand faces serious criminal investigation as shocking videos reveal horrific animal torture at supplier farms, despite years of promising reform and ethical treatment.
Key Takeaways
- The Arizona Department of Agriculture is investigating Rainbow Valley Dairy and Butterfield Dairy, both suppliers to Coca-Cola’s Fairlife brand, for alleged animal cruelty violations.
- Animal Recovery Mission’s undercover investigation documented workers abusing cows, including kicking, beating, and using chains to forcefully extract fetuses.
- A federal false advertising complaint alleges Fairlife’s marketing of humane treatment is fraudulent, as milk continues to be sourced from farms with documented abuse.
- Fairlife, Coca-Cola, and Select Milk Producers previously settled a $21 million lawsuit in 2022 over similar animal abuse allegations, suggesting a pattern of negligence.
- Despite claiming to have stopped sourcing from implicated dairies, the lawsuit alleges continued supply through alternative channels while sales continue to grow.
Pattern of Cruelty at Fairlife Suppliers
The Arizona Department of Agriculture has launched an investigation into two dairy operations supplying milk to Coca-Cola’s Fairlife brand following damning evidence of animal cruelty. Rainbow Valley Dairy and Butterfield Dairy are under scrutiny after an undercover operation by Animal Recovery Mission (ARM) documented systemic abuse of cattle. The investigation stems from a February report highlighting unethical treatment that appears to violate Arizona’s animal welfare laws. Deputy Director Sheldon Jones confirmed the ongoing investigation on June 17, though no new details have been released as authorities continue gathering evidence.
This investigation follows a disturbing pattern of animal welfare violations connected to Fairlife’s supply chain. ARM’s investigations in 2024 and 2025 uncovered ongoing cruelty at Fairlife suppliers across multiple states, including Arizona and New Mexico. At Woodcrest Dairy in New Mexico, investigators documented workers routinely abusing cows – kicking and beating them while using chains to forcefully extract fetuses. These findings directly contradict Fairlife’s marketing claims of exceptional animal care standards and responsible farming practices.
Legal Challenges Mount Against Fairlife
A federal false advertising complaint has been filed against Fairlife, Coca-Cola, and Select Milk Producers, accusing them of fraud, animal cruelty, and deceptive business practices. The lawsuit alleges that Fairlife’s marketing campaign, which prominently features happy cows and promises of superior animal care, deliberately misleads consumers who pay premium prices based on ethical claims. This legal challenge follows a previous $21 million settlement in 2022 over similar allegations, suggesting the companies failed to implement meaningful reforms despite public promises to do so.
“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.
The complaint also accuses Fairlife of “recycling fraud” for using non-recyclable opaque plastic bottles while claiming environmental sustainability. Despite these controversies, Fairlife’s sales have continued to grow significantly, with many consumers still unaware of the alleged conditions behind their premium-priced milk products. The lawsuit claims that while Fairlife publicly announced it had stopped sourcing from the implicated dairies, it continues to obtain milk from these operations through alternative channels.
Corporate Response and Consumer Deception
Fairlife has responded to the allegations with carefully worded statements that critics say avoid addressing the core issues. The company claims to have rigorous auditing procedures and zero tolerance for animal abuse, yet investigations continue to uncover systemic cruelty throughout their supply chain. This disconnect between corporate messaging and documented reality has become central to the legal complaints against the company, with plaintiffs arguing that Fairlife’s entire brand identity is built on fraudulent claims of ethical superiority.
“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,” stated by Fairlife.
Consumer advocate Bobak Bakhtiari, involved in the lawsuit, questions whether Fairlife’s behavior demonstrates what happens when corporations believe they’re “too big to fail.” The ongoing Arizona investigation may prove pivotal in determining whether state authorities will pursue criminal charges against the dairy operations or their corporate partners. For conservative consumers concerned about corporate accountability and truth in advertising, this case represents a troubling example of big business potentially exploiting both animals and trusting customers while facing minimal consequences.
“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.
