Remove Misleading “Compassionate Meat” Label

Stop the Blatant Mislabeling of Whole Foods Meat

Target: Whole Foods co-CEO, John Mackey

Goal: Pressure Whole Foods to change its misleading ‘animal compassion’ label, and ensure a higher standard of animal welfare

Recently, signs have been seen in the meat section of Whole Foods advertising ‘a hearty helping of animal compassion with every order.’ Whole Foods has a reputation for taking actions to be a more ‘ethical’ supermarket, such as not selling cloned animal products or selling eggs from battery hens. However, the claim that their meat is somehow full of animal compassion is a complete falsification, designed to trick people with good intentions into purchasing meat which they believe to be ‘moral’. We must petition Whole Foods to remove this fabricated advertising, so that people won’t be duped into buying food which is far from what it claims to be.

While Whole Foods ranks above other supermarket chains in terms of ethically produced food, this does not mean that their meat is, in their words, ‘compassionate’. Animals still have to suffer through mutilations without painkillers, separation from their young, and long, arduous journeys to the slaughterhouses. Just because farms producing Whole Foods’ meat adhere to some minor welfare standards, this does not give them the right to market their products in a completely misleading way.

By signing this petition, you will pressure Whole Foods into removing this immoral advertising, stopping the flurry of well-meaning customers from buying meat that has never seen compassion. In addition, we are asking for a higher set of welfare standards for the farms that produce meat for Whole Foods.


Dear Mr. Mackey,

Upon hearing of your advertising slogan in the meat section of Whole Foods, ‘a hearty helping of animal compassion in every order,’ I felt I had to write to you in opposition to this commercial misrepresentation. Although Whole Foods has been recognized as a more ethical choice than many supermarkets, the claim that your customers are buying meat that has been treated with compassion is categorically wrong.

Animals still have to suffer through terrible ordeals on the farms that raise and slaughter them, such as artificial insemination, separation from their young, mutilation without painkillers, and many more.

Until you can verify your slogan by ensuring that your suppliers do treat their animals with the compassion that they deserve, please remove this blatantly false advertising from your stores, so as not to mislead customers into buying meat that they think has been treated with the utmost human respect.

I ask you to consider the suffering of emotional, conscious beings over your profit margin. If you truly wish to honor this slogan, ensure a stringent set of standards for the farms that produce your meat – no half measures, a full overhaul of the protocols that govern animal welfare for your suppliers. I ask this of you in protest of the dishonor that this slogan does to the animals that die to serve your profits.


[Your Name Here]

Photo credit: BrokenSphere via Wikimedia

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