Food
Pilgrim’s Pride Sued Over ‘Natural’ Chicken Marketing
The litigation follows a complaint filed in December with the Federal Trade Commission about its “humane” animal treatment claims.
Photographer: Mario Villafuerte/Bloomberg
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American consumers willingly pay more for foods advertised as “natural,” “organic” or “humane.” Food companies took notice long ago, adding such pledges to all manner of products. But it can be challenging for shoppers to figure out whether those promises are real or empty branding.
A lawsuit against chicken giant Pilgrim’s Pride Corp., filed by advocacy groups Food & Water Watch Inc. and Organic Consumers Association, turns on this very question. And they filed it in what’s arguably one of the most consumer-friendly courts in America.