Animal Justice has filed a false advertising complaint with federal law enforcement over Safeway’s “certified humane” chicken meat advertising.

Safeway’s marketing materials claim the certified humane meat comes from chickens who enjoyed “ample” space. However, Safeway’s humane standards allow approximately 15 birds to be crowded into each square metre, compared with the regular industry standard of approximately 15.5 birds.

The materials also claim chickens were handled gently in low-stress environments and were able to engage in natural behaviours. In reality, the standards allow vast numbers of chickens genetically selected for rapid growth to be crowded into windowless warehouses, where they will never enjoy virtually anything that makes life worth living.

Workers are permitted to carry up to six birds at a time, dangling them by their feet—a practice that is known to cause stress and injury. At the slaughterhouse, fully conscious and terrified chickens will be rapidly shackled upside down before they’re killed by automated machinery.

Safeway’s marketing materials depict rolling pasture, despite that the chickens will never see the light of day, breathe fresh air, or scratch in the grass and dirt, as chickens love to do. A Harris poll reveals that 65 percent of consumers believe that if chicken meat is certified as humane, the chickens should have had access to vegetation in the outdoors.

Please tell the Canadian Food Inspection Agency and the Competition Bureau to hold Safeway accountable for harming animals and misleading consumers about it!

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