Gregory Kemp / Animal Outlook / We Animals
Photographic evidence obtained by We Animals in partnership with Animal Outlook helps prove misleading “free-roaming” claims and deceptive marketing by Alderfer Egg Farms in a federal class-action lawsuit.
Powerful animal agricultural companies are deceiving well-intentioned consumers, and there is a name for this specific kind of deception: humane-washing.
Similar to the more well-known greenwashing, where misleading sustainable and climate labels are used to appeal to the more eco-conscious consumers, humane-washing intentionally misleads conscientious consumers who are trying to make better choices for animals.
That is the case for the 2023 lawsuit against Alderfer Egg Farms, which Animal Outlook sued based on misleading the public about their “free-roaming” claims.
Instead, with the support of We Animals’ documentation, Animal Outlook proved hens on Alderfer farms had no meaningful outdoor access.
“At a time when egg prices are soaring, and consumers are paying premium prices for specialty eggs, it’s more important than ever that marketing claims accurately reflect production practices. Consumer research shows that people expect ‘free-roaming’ eggs to come from hens with consistent outdoor access and natural ground cover. Our complaint provides drone footage showing that the birds at Alderfer did not have that.” — Ben Williamson, Executive Director of Animal Outlook
An aerial orbit of a hen barn on a Pennsylvania egg production farm. This company markets its eggs as laid by “Free Roaming” hens, but on this farm no outdoor access is apparent. On this warm July morning, no chickens are visible outside. Loganton, Pennsylvania, USA, 2023.
Gregory Kemp / Animal Outlook / We Animals
Our photojournalist witnessed hens restricted to small, wire-floored “porches” that could only accommodate a fraction of the bird population housed at the facility. Many of the hens had no opportunity to touch natural ground cover such as dirt or grass, preventing them from engaging in natural behaviours such as dustbathing and foraging.
Ventilation fans protrude from the north side of a chicken house on an industrial egg-production farm, their loud whirring permeating the air of the surrounding landscape. This company markets its eggs as laid by “Free Roaming” hens, but on this farm no outdoor access is apparent. Mohrsville, Pennsylvania, USA, 2023.
Gregory Kemp / Animal Outlook / We Animals
On March 14, 2025, Alderfer Egg Farms agreed to pay $287,500 (USD) to settle this lawsuit and will remove all “free-roaming” language from related product packaging and marketing materials. Alderfer eggs are sold throughout the USA’s Northeast and Mid-Atlantic states, including New York, D.C., and Pennsylvania.
At a time when transparency is paramount, challenging misleading advertising and the “humane-washing” and “greenwashing” of animal products is crucial in our efforts to hold Big Ag accountable for its failure to commit to animal welfare and sustainability practices.
This case highlights a system built to prioritize profit over the individuals that make up its production line.
“The best thing any individual can do to ensure that they are not participating in the suffering of farmed animals is to choose from the many plant-based egg options available.” — Ben Williamson
For more information on this latest legal advocacy win, please visit Animal Outlook’s website.
James Gibson / We Animals
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