In reality, Maple Lodge is the epitome of profit-driven agribusiness, treating chickens like meat-production widgets in a food assembly line. In fact, Maple Lodge "Farms" operates no farms of its own.
It's no wonder deceived consumers were outraged when video footage surfaced revealing that what Maple Lodge considers "humane and respectful," animal welfare experts consider "unconscionable," "inexcusable," and "abhorrent."
Like most developed countries, Canada prohibits false and misleading advertising. That's why Animal Justice filed a legal complaint with federal law enforcement authorities, the first of its kind in Canada. Similar complaints in countries like the U.S., Australia and New Zealand have led to a crackdown on claims made by the agricultural industry, resulting in huge court fines and industry reform.
Maple Lodge profits by cutting corners on animal welfare and misleading consumers about it. Its false and misleading advertising practices dupe consumers into purchasing what they believe to be humanely produced products, when the evidence clearly establishes that these chickens have suffered egregiously.