The Humane Hoax: Animal Industry’s Labels and Lies

By Hope Bohanec, author and activist, Oregon

As consumers become aware of the animal agriculture industry’s cruelty and environmental impact, clever industry marketers adapt with “humane” labels, small-scale tall tales, and other feel-good falsehoods. The term “humane hoax” is defined as new language and labels in animal product marketing that convey a false narrative of humane treatment and sustainable management of farmed animal operations. The marketing language and euphemistic labels tell a story of a supposed distinction from conventional animal products. But the reality on the ground, in the manure pits, during the mechanical milking, and inside the terrifying slaughterhouse, is fundamentally unchanged, despite promises to consumers of something new. Humanewashing and greenwashing are becoming more prevalent and pervasive than ever.

Also encompassed in the concept of the humane hoax is the new trend of people attempting to “do-it-yourself” with backyard farmed animal raising and slaughtering, generally with good intentions, but all too often, with cruel consequences. It has never been more important to educate people on the truth behind the industry lies, and people are hungry for the truth.

Overview:

In the time since I wrote the first book on the subject of the humane hoax, called The Ultimate Betrayal: Is There Happy Meat?, consumer awareness of the suffering of farmed animals has grown exponentially and so has the “alternative” animal product industry. “Cage-free,” “Certified Humane,” and other comforting labels are no longer elusive—dusty items only seen in the back corners of health food stores. They are now as common and numerous as cattle on a feedlot, spotted in common places like Walmart and your local coffee shop. In 2010, eggs labeled cage-free were a mere four percent of the market; that had risen to sixteen percent by 2017. The industry predicts that to meet consumer demand, cage-free production will be seventy-five percent of the market by 2026.

It is a hopeful sign that consumers are demanding better treatment for animals, but the actual difference in the life and death experience for a cow or a chicken with humane labeling is sadly minimal. I have done extensive research on this issue, interviewed numerous stakeholders, and personally visited multiple animal operations, and concluded that these unregulated labels mean very little, if anything at all, for the animal’s experience. I have examined this particular area of farmed animal advocacy, having written the first, and one of the only books on the topic, and having been professionally involved in the field for over two decades. I found, for example, that comparing hens confined in battery cages to those in cage-free barns bodes only slight improvements and those differences can vary widely from farm to farm.

Animal activists have time and again exposed the horrors of egg-laying hens crammed tightly in battery cages, with only the space comparable to a crowded elevator to live in. In response, the shrewd marketers representing the egg industry have distorted the story, altered the labels, and changed consumers’ conceptions. Instead of rejecting the inherent cruelty of commercial egg production, shoppers have been deceived by the fictitious choice of a seemingly “humane” alternative of “cage-free”—but the reality for the birds, however, is bleak.

The difference in the experience of a bird in a conventionally managed operation versus a cage-free one is negligible. Despite the optimistic label, most chickens in cage-free egg facilities still live in miserable overcrowded conditions in massive windowless buildings. Their eyes and throats burn from the ammonia gas released from their accumulated waste. They never feel the sun on their wings or experience a simple satisfying dust bath. Irrespective of any label, all the chickens still go to a brutal slaughter at a very young age. We must not let the deception of “new” marketing eclipse the fundamental cruelty of animal agriculture. The perception invoked by the “cage-free” label—that the birds are now living a good life—is a decidedly false one, a mirage created by the interaction of euphemisms and consumer hopes in the absence of accurate information.

As animal agribusiness attempts to wash the blood off its hands with a new fabrication of fresh farming methods, consumers, activists, and other caring people must educate themselves about the new narratives that the industry continues to weave. This anthology features a range of knowledgeable authors who are at the forefront of this marketing shift, chronicling every aspect with in-depth analyses and intellectual rigor. Among other topics, the book explores how so-called alternative animal agriculture intersects with feminism, affects the environment, is represented in the media, and impacts human and non-human communities alike.

On Contributors to the Anthology:

This anthology has an impressive list of contributing writers who are a diverse assortment of activists, academics, authors, and campaigners. They range from radical protesters to educating advocates to professional scholars in the academy. Of the seventeen expert contributors, eight are published authors, five leaders of advocacy organizations, eight have Ph.D. degrees, and three have masters. What they all share is a forward-thinking vision and common concerns with animal agriculture’s marketing shift from big to small, from industrial to local.

The Humane Hoax contains essays by noted animal rights and environmentalism figures like Carol Adams, Robert Grillo, Sailesh Rao, Karen Davis, and Christopher “Soul” Eubanks. Some of the contributors have done extensive peer-reviewed research on the subject while others have been working with farmed animal advocacy for decades thinking deeply about this issue. Still others are rescuing farmed animals directly from local and small-scale farms, witnessing first-hand the undeniable suffering that is commonplace in animal farming.

The Humane Hoax: Essays Exposing the Myth of Happy Meat, Humane Dairy, and Ethical Eggs; edited by Hope Bohanec. The book is available as a paperback and also as an e-book from Lantern Publishing & Media; lanternpm.org.