Many retailers pulled Fairlife from the dairy aisle following the release of the undercover footage. Fairlife claims that individual employees are to blame for the acts. Multiple lawsuits say the brand’s claims that it treats animals humanely are deceptive to consumers. Last June, animal rights group Animal Recovery Mission released undercover footage recorded at Fair Oaks Farm in Indiana, showing workers kicking and throwing calves. However, Fairlife is at the center of a potential class-action lawsuit. The brand says that it can help make the world better through the “wholesome simplicity of real cow’s milk.” Its name, Fairlife, implies that it treats its cows well and it works in tandem with its logo of a cow with dainty eyelashes. Many dairy brands have tried to set themselves apart as being different from traditional factory-farmed milk.įairlife-a brand of ultrafiltered milk distributed by the Coca-Cola Company-uses doublespeak to portray itself as a kinder dairy brand.
The supermarket stores and website shows animals living in grassy fields as part of its 5-Step Animal Welfare Certification program, which it says “encourages and rewards farmers and ranchers to improve their welfare practices.” Its meat is also “Certified Humane” under Global Animal Protection, a nonprofit that seeks to improve farm animal welfare globally. Doing so could not only lead to more safety issues, but also worse treatment for pigs.Ī number of meat brands market their meat as “ humane.” Whole Foods Market, for example, has built a picturesque narrative around where its meat comes from. The new regulations would also increase line speeds in order to speed up production. In September 2018, the administration introduced new regulations that would allow slaughterhouses employees to oversee inspections without being obligated to undergo training. The Trump administration may soon make so-called “humane” slaughter methods even more difficult to monitor. Piglets can be killed via electrocution of blunt force trauma. They can then be killed using carbon dioxide, gunshot, or captive bolts. Pigs can be “euthanized” via being rendered unconscious. Male piglets are castrated with a scalpel and blade.Īll piglets have their tails cut off with an electric tail docker. The National Pork Board–a group sponsored by the USDA’s marketing department-describes its methods legal under the Humane Slaughter Act, in detail. But, documents detailing the acceptable ways to slaughter an animal are in opposition with the word “humane.” In the Humane Slaughter Act’s case, it implies that the method by which animals are killed is humane. Orwell wrote in his 1946 essay “In Front of Your Nose” that everyone is “capable of believing things which we know to be untrue, and then, when we are finally proved wrong, impudently twisting the facts so as to show that we were right.” Methods include a blunt blow to the head, a gunshot, or by electrical or chemical means. According to the law, animals must be “rendered insensible to pain” before they are killed. Despite the name, the methods of slaughter described are anything but humane. The Humane Slaughter Act, approved in 1958, allows the USDA to regulate its Food Safety and Inspection Services. One of the biggest examples of doublespeak comes from the USDA itself. This next example is something that many of us are familiar with “put to sleep” and “euthanize,” the latter comes from the Greek word for “good death.” Removing the word “death” helps make an emotional moment like euthanasia more bearable.īut how does the food system use doublespeak? “Animal Welfare Certified” meat is still the product of slaughter.
When there’s a food shortage, the pigs in power “readjust” rations-what they really mean is they are reducing the amount of food the lower class pigs receive. Napoleon, the main pig in power in another of Orwell’s books 1945’s novella “Animal Farm,” uses doublespeak to manipulate the other animals. But, there is “ungood.” There is also no word for “science.” For example, there is no word for “bad” because the negative language has been removed.
#DOUBLE SPEEK FREE#
The term, inspired by author George Orwell’s dystopian 1949 novel “Nineteen Eighty-Four,” means to use language to deliberately obscure the truth.īig Brother-the novel’s totalitarian government entity-constructs language using doublethink and Newspeak to limit free thought.
Doublespeak is one of animal agriculture’s allies when it comes to convincing consumers that there is a humane way to exploit animal bodies for food.
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