Operation Fairlife New Mexico – ARM Investigations

In December 2024, Animal Recovery Mission (ARM) launched an undercover investigation at Woodcrest Dairy in Roswell, New Mexico, a supplier of raw milk to Coca-Cola’s fairlife and Core Power brands.

Over a three-month period, ARM operatives documented extreme abuse towards birthing cows and calves, unethical veterinary practices, and systemic corporate neglect. The investigation revealed ongoing violations within Coca-Cola’s “cruelty-free” dairy sourcing claims, calling into question the efficacy of the company’s $40 million animal welfare reforms.

During the covert operation, ARM’s investigator was hired as a milker and later promoted to the birthing and medical units. There, the investigator documented relentless violence toward pregnant cows and newborn calves, unethical handling of medical equipment, and rampant cruelty by both employees and management.

Key findings included, but are not limited to:

Violent Handling of Birthing Cows and Calves– Cows in labor were restrained in metal head gates, kicked, punched, and harassed while staff violently extracted calves using ropes tied to gates. Calves were dropped headfirst on concrete, causing fatal trauma.
Systemic Sadism in the Milking Parlor– Cows were electroshocked, whipped, kicked, dragged, and struck with pipes, shovels, and chains. Workers yanked nose rings with ropes and snapped tails with enough force to break bones.
Severe Neglect of Medical Needs– Sick or injured animals were left untreated for days. When care was provided, it was inhumane—such as force-feeding using 3ft metal rods and eye-gouging with instruments.
Extreme Emotional and Physical Stress– Calves were taken from their mothers within hours of birth and tossed into trucks. Workers used Coca-Cola bottles filled with coins to intimidate cows into movement.
Exposure to Harsh Conditions– Animals were left outside in freezing sleet and snow for days without shelter or relief.
Unethical Disposal of Carcasses– Dead calves and cows were regularly dumped near manure piles without regulation, oversight, or dignity.

In May of 2025, ARM presented its investigation to the Chaves County Sheriff’s Department, New Mexico Livestock, FDA, New Mexico Department of Agriculture, USDA and FSIS. Preliminary review for criminal charges are underway.

About Woodcrest Dairy:

Woodcrest Dairy is a large-scale facility housing approximately 15,000 milking cows. It is owned and operated by the Meulen family and is a member of the Select Milk Producers Co-Op, a supplier group founded by Mike and Sue McCloskey—also founders of the fairlife brand.

Woodcrest is directly tied to Coca-Cola’s bottling operations in Dexter, NM, with frequent raw milk pickups by Ruan Trucking.

Consumer Deception & Industry Accountability

Despite Coca-Cola’s claims and investments in animal welfare monitoring—including video surveillance, unannounced audits, and staff training—ARM’s findings show a complete failure in enforcement. Both Woodcrest’s owners and the McCloskey family, through their Select Milk ties, had full visibility into the operation. These findings expose a critical gap in industry accountability and the failure of Coca-Cola’s reforms to protect animals from systemic abuse.

Select Milk Producers and Coca-Cola have not yet acknowledged the findings or addressed ARM’s calls for accountability. ARM continues to monitor the situation and will update the public as events unfold.

A second civil action lawsuit has been filed.

ARM remains committed to documenting and exposing unethical practices in the dairy supply chain, demanding that fairlife and Coca-Cola take immediate action against all responsible parties.

On June 24th, 2025 Operation Fairlife New Mexico was publicly released. Further updates will be shared as the situation develops.

We will update this page as justice is served, and reforms are demanded.

CLICK HERE to read detailed report.

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Undercover Footage

Operation Photos

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