Activists Protest Inside Pasadena Whole Foods Market Sunday

[Updated 3:14 p.m., January 11, 2015]   Activists with Direct Action Everywhere (DxE) held an in-store demonstration at the Pasadena Whole Foods Market on Arroyo Parkway today following the release of their investigation of one of Whole Foods’ largest egg suppliers earlier this week.

In Pasadena, some activists delivered speeches to patrons, while others held signs with images of animals rescued in the investigation.

Pasadena police Lt. John Luna said there no arrests made or citations issued.

The protests, with over 50 cities worldwide participating, are part of DxE’s recently announced “Truth Matters: It’s Not Food, It’s Violence” campaign against Whole Foods, which seeks to call attention to what activists say is the inherent violence of slaughter.

“The public is becoming increasingly concerned about the plight of farmed animals – and Whole Foods is capitalizing upon it with labels such as ‘Certified Humane’,” DxE national coordinator Wayne Hsiung said. “The problem is that they’re lying, and we have very concrete evidence of that fraud with this investigation.”

The protest comes on the heels of Whole Foods’ $20 million “Values Matter” marketing campaign, which emphasizes the company’s commitment to animals and the environment. Contrary to the company’s claims, however, footage from the Northern California egg farm supplied by the activists allegedly shows animals crammed into 1.5 square feet of space each, drowning in feces, and enduring other psychological and physical trauma.

DxE activists say the “Certified Humane” label, which is heavily marketed in Whole Foods stores and even supported by major animal advocacy organizations such as The Humane Society of the United States, provides virtually no protection to animals.

“The confinement, abuse, and slaughter of animals are inherently violent acts,” said Lola Korneevets, organizer for DxE Los Angeles area. “And when Whole Foods tries to dress them up as not only neutral but in fact good for animals, they are betraying both the animals in their farms and the customers in their stores. You’ve heard of white washing – this is humane washing”.

Direct Action Everywhere is a network of animal rights activists working to challenge speciesism throughout society. We use creative protest to challenge the use of animals for food, clothing, experimentation, and entertainment. Visit Direct Action Everywhere on facebook and at http://directactioneverywhere.com/. Follow us on Twitter @DxEverywhere.