Labels Lie
Shining a light on industrial gaslighters.
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Assurance SchemeRed Tractor
The industry's favourite factory-farming fig leaf.
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Origin Claim100% British
100% British factory farms. 100% British cruelty.
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WelfareEnriched Colony
Consumers demanded a ban on battery cages so the industry shoved hens into slightly different cages and called it progress.
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Fake Farm BrandFake Farm Brand
Who’s behind the brand, and what are they hiding from you?
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Origin ClaimFarm Fresh
“Farm fresh” aka it came from a farm, somewhat recently.
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Assurance SchemeMarine Stewardship Council
If a fishery can drown dolphins and still earn a sustainability label, the standard seems to protect profits first.
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WelfareBarn Eggs
A dusty crowded warehouse-style shed is not freedom. Just another industry rebrand.
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Vague ReassuranceResponsibly Sourced
A moral promise with no rules, no receipts, and no consequences.
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Origin ClaimTrusted Farmers
A feel-good phrase that replaces scrutiny with happy vibes.
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WelfareHigher Welfare
Give them a fraction more space than the horrifically overcrowded minimum… and call it higher welfare!
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WelfareOutdoor Bred
Outdoor bred sounds like an idyllic life in the countryside. Far from it.
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Assurance SchemeAquaculture Stewardship Council Certification
ASC promises “responsible aquaculture”. In reality it approves industrial fish farms plagued by sea-lice infestations, chemical treatments, overcrowding, and mass mortality.
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Assurance SchemeRSPCA Assured
The nation's most trusted animal welfare charity, which still certifies factory farming.
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WelfareSlower Grown
“Slower grown” sounds nice but the birds still grow too fast, confined inside intensive systems.
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WelfareFree-Range Eggs
Consumers asked for free-range. The industry slapped doors on their factory farms and carried on. Very little changed.
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Assurance SchemeOrganic
Animals raised in organic systems still face the same cruel end as any others in the farming system.