Fairlife, LLC and its parent company Coca-Cola face a proposed class action lawsuit over the companies’ representations that the former’s premium-priced milk is produced by cows that are treated humanely. The suit seeks to represent consumers nationwide, and a Florida subclass, who bought Fairlife and Coca-Cola’s milk prior to this month’s revelations of widespread animal abuse at Fairlife’s Fair Oaks Farms facility.
Treading the footsteps of a case filed last week in Illinois, the lawsuit scathes that the defendants’ “entire marketing scheme focuses on the [companies’] humane treatment of its dairy cows,” and is aimed specifically at consumers who are willing to pay a little extra for a product guaranteed to have been sourced ethically and humanely. Fairlife and Coca-Cola’s representations are false, the suit argues, given the recent revelations ofpervasive animal abuseat Fairlife’s flagship Fair Oaks Farms in Illinois. Consumers, according to the case, have been “scammed by Defendants’ false representations” in that they were led to believe Fairlife and Coca-Cola’s claims with regard to the humane treatment of cows were true.
“Plaintiff and the Class members … suffered financial injury because they bought Products they otherwise would not have bought, or for which they would have paid less,” the complaint out of Georgia reads. “But beyond that, they were forced, through Defendants’ deception, to unknowingly contribute to and participate in the infliction of cruelty on the Fairlife cows through their purchases of the products.”