Brutal Calf Abuse - Newborn calves were violently separated from their mothers, suffering broken bones and severe distress. Many were malnourished, confined in tiny crates, and roughly handled by employees and managers.
In July of 2024, Animal Recovery Mission (ARM) launched an animal cruelty investigation at Rainbow Valley Dairy outside of Phoenix, Arizona. What began as a focus on one facility quickly expanded into a two-part investigation when ARM’ operative uncovered disturbing calf abuse at nearby Butterfield Dairy during a scheduled calf shipment.
Both dairies are owned by the DeJong family, prominent dairy producers, and suppliers for Coca-Cola’s Fairlife milk brand. The DeJong’s have a documented history of animal abuse, having been implicated in similar acts during ARM’s 2019 four-part viral expose at their Texas organic facility, Natural Prairie Farms.
Over a three-month operation, ARM’s undercover investigator, hired for a general labor position, was able to collect extensive footage from various areas of the facility, including milking parlors, birthing areas, and calf housing. The evidence captured revealed shocking instances of animal cruelty, neglect, and environmental violations by both managers and employees.
The key findings of this investigation included, but are not limited to;
- Inhumane Transportation - Infant cows were torn from their mothers just minutes after birth, tossed onto transport trucks, and shipped to farms like Butterfield Dairy. Female calves were raised for milk production, while male calves were fattened and slaughtered for veal.
- Severe Neglect - Animals endured 135°F heat, unsanitary conditions, and untreated infections, leading to unnecessary suffering and preventable deaths.
- Environmental Crimes - The dairy illegally dumped manure into local waterways and abandoned dead animals on public land, posing serious public health risks and diseases.
This case is critical in bringing awareness not only to the abhorrent level of animal cruelty and abuse but also to consumer misrepresentation.
Consumer Deception & Industry Accountability
Since ARM’s Fair Oaks Farms investigation (2019), Coca-Cola has invested over $40 million in animal welfare reforms. However, ARM’s 2024 reveal that cruelty runs rampant at fairlife-supplying operations, directly contradicting the brand’s public claims of ethical sourcing from cruelty-free dairies, as stated on their website. (link to web page)
ARM remains dedicated to exposing systemic mistreatment within the dairy industry, advocating for criminal charges against those responsible, and demanding accountability from Coca-Cola for enabling continued violations of animal welfare standards.
On February 26, 2025, ARM released its Operation fairlife – Arizona findings to the public, enforcement agencies, and Coca-Cola. Updates on the case will continue as developments unfold.
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