Not so fair afterall.

Exposing the truth Behind Fairlife’s Promises of Animal Welfare.

📢  Feb 26, 2025: A class action lawsuit is filed that exposes how their animal care promises are built on $40 million in consumer deceit.

📢 UPDATE Feb 27, 2025: Fairlife predictably claims to immediately cut ties with Butterfield and Rainbow Valley Dairies, yet these are just two of over at least 12 De Jong-owned supplying farms. The De Jong's are core historic affiliates of Fairlife.

For years, Fairlife has built its brand on false promises of animal welfare. Explore 8 undercover investigations by Animal Recovery Mission (ARM) that reveal systemic abuse at its supplier farms. Every time they are caught, Fairlife claims to cut ties—yet continues covert sourcing, as seen with Windy Ridge and Fair Oaks FarmsThe evidence is clear—it’s time for REAL accountability.

🚨 Content Warning: This website contains investigative footage of animal cruelty.

🚨 Content Warning: This website contains descriptions of violence, and investigative footage of animal cruelty.

Consumer Education Map:
Exposing Fairlife’s Supplier Network

Fairlife, Coca-Cola's $10+ billion dairy brand, has built its brand identity and reputation on animal care but lengthy investigations in 2019, 2023 and 2024 by ARM tell a different story.

Despite a $21 million consumer class action settlement in 2022 and $40+Million allegedly devoted to "industry leading welfare standards", Fairlife’s major suppliers seem rife with unchecked cruelty and systemic abuse.

This map covers
8 investigations
ranging from 2019 through 2024

ARM’s undercover investigations reveal rampant, egregious abuse at major Fairlife suppliers, including Rainbow Valley Dairy and Butterfield Dairy in Arizona—both owned by the De Jong family, who control at least 12 Fairlife-affiliated farms nationwide.

ARM has captured hundreds of hours of daily abuse, often perpetrated by top managers, alongside environmental recklessness, including improper animal mortality management and reckless pollution.

2023

Windy Ridge Dairies

Windy Ridge and Windy Too Covertly Supplying Fairlife
Fair Oaks, Indiana
2023
Windy Ridge Dairies
Investigation Video

Owned by

Fair Oaks Farms and co-founder of Fairlife and Select Milk, McCloskey shuffled entity ownership to his partner Stephen Bos after ARM exposed them in 2019.

Returning after the 2019 investigation that sparked a consumer protection lawsuit, ARM was hired for 3 months on these farms housing over 10,000 cows, to see if conditions have improved for the cows and calves. ARM captured hundreds of hours of daily egregious abuse to cows and calves, and confirmed daily sourcing of milk for Fairlife's Michigan plant. We encourage review of the Consumer Educational Milk Trace video.

Read more...
Windy Ridge Dairies
2023
Investigation Report
Windy Ridge Dairies
2023
Investigation Report

2019

Prairies Edge Barn

Fair Oaks Farms (Fair Oaks Farms Dairy Adventure)
Fair Oaks, Indiana
2019
Prairies Edge Barn
Investigation Video

Owned by

On June 4, 2019, ARM released disturbing footage of one of its most grueling factory farm investigations. During the investigation, initiated in 2018, an ARM undercover investigator captured surveillance evidence of the systematic and horrific animal abuse occurring at Fair Oaks Farm's Dairy Farm Adventures, Indiana, USA.
Owned and operated by Mike and Sue McCloskey under the fairlife Corporation, Fair Oaks Farms is one of the largest dairy farm corporations in the United States. It has also repeatedly and publicly prided itself on 'acting as a window to the agriculture world' by providing complete transparency into a dairy farm's everyday operations.
Every year, Fair Oak Farms educates millions of people and provides public tours of the entire dairy process from farm to table. The fairlife website states that (the animals are) "Always in Good Hands." Despite these claims, ARM revealed what it considers to be the first realistic and honest audit of the Fair Oaks Farm and fairlife Corporation's operations, including the daily mistreatment of the resident farm animals, information hidden from the public.

Read more...
Prairies Edge Barn
2019
Investigation Report
Prairies Edge Barn
2019
Investigation Report

2019

Windy Ridge Dairies

Windy Ridge and Windy Too
Fair Oaks, Indiana
2019
Windy Ridge Dairies
Investigation Video

Owned by

Fair Oaks Farms and co-founder of Fairlife and Select Milk

Between February and April 2019, an ARM Investigator was hired as a milker by these Fair Oaks Farms dairies, capturing hundreds of hours of systemic cruelty. Founded by Mike MCCloskey and Owned by Select Milk producers, these dairies are core suppliers to Fairlife in spite of Fairlife claiming to have cut ties after being exposed in 2019. The cows are removed from their holding barns three times a day to be milked. Daily, employees hit and punched cows and hit cows in the udders with milking claws. Cows were poked, stabbed, and shoved with metal tubes and broomsticks. When cows in the milking line would not cooperate, frustrated employees bent and broke bones in the cows’ tails as punishment for not entering the confusing rotary system.

Read more...
Windy Ridge Dairies
2019
Investigation Report
Windy Ridge Dairies
2019
Investigation Report

2019

Midwest Veal Nursery

North Manchester, Indiana
2019
Midwest Veal Nursery
Investigation Video

Owned by

ARM’s investigation into Strauss Veal Feeds, a Fairlife affiliate, uncovered extreme cruelty towards calves in the veal industry. While working undercover for three months, investigators exposed criminal abuse, including brutal handling during transport, prolonged confinement in filthy 2.5 by 5-foot crates, and being forced to live in their own excrement. Calves were kept in total darkness for up to 20 hours a day, with ventilation and lights deliberately shut off to cut costs, causing deadly temperatures over 100°F. These findings revealed Fairlife’s deceptive animal welfare claims and its deep ties to the veal industry.

Read more...
Midwest Veal Nursery
2019
Investigation Report
Midwest Veal Nursery
2019
Investigation Report

2019

Natural Prairie Dairy

Channing, Texas
2019
Natural Prairie Dairy
Investigation Video

Owned by

One of 4 investigations in 2019 that led to a $21Mil consumer protection lawsuit, this was the first ever cruelty investigation into an organic dairy, exposing egregious systemic abuse. Natural Prairie Dairy houses over 30,000 cows between its four locations. Donald DeJong is the owner and CEO, and the family owns over 15 Fairlife supplying farms. DeJong is the vice-chairman of Select Milk Producers and a Board of Directors member of Fairlife. He has strong personal and business associations with Mike McCloskey of Fair Oaks Farms and Fairlife. During its grueling investigation, ARM found the same disgusting conditions, abuse, and cruelty towards the dairy cows documented during its conventional dairy farm investigations. Investigators captured dairy cows being tormented daily. Cows were stabbed with screwdrivers, kicked, and dragged when unable to stand due to illness and fatigue. Employees repeatedly violently inseminated the cows. The ARM investigator witnessed Mother cows chased while giving birth, and the babies immediately ripped away from their mothers. A crucial component of this investigation also lies within the countless gross violations made by Natural Prairie Dairy regarding to the USDA’s organic dairy certification guidelines, including pasture grazing stipulations of no less than 120 days per year during the grazing season.

Read more...
Natural Prairie Dairy
2019
Investigation Report
Natural Prairie Dairy
2019
Investigation Report

2019

Natural Prairie Dairy

Channing, Texas

One of 4 investigations in 2019 that led to a $21Mil consumer protection lawsuit, this was the first ever cruelty investigation into an organic dairy.  Natural Prairie Dairy houses over 30,000 cows between its four locations. Donald DeJong is the owner and CEO, and the family owns over 12 Fairlife supplying farms. DeJong is the vice-chairman of Select Milk Producers and a Board of Directors member of Fairlife. He has strong personal and business associations with Mike McCloskey of Fair Oaks Farms and Fairlife.

Read more...

2019

Midwest Veal Nursery

North Manchester, Indiana

ARM’s investigation into Strauss Veal Feeds, a major Fairlife supplier, uncovered extreme cruelty towards calves in the veal industry. While working undercover for three months, investigators exposed criminal abuse, including brutal handling during transport, prolonged confinement in filthy 2.5 by 5-foot crates, and being forced to live in their own excrement. Calves were kept in total darkness for up to 20 hours a day, with ventilation and lights deliberately shut off to cut costs, causing deadly temperatures over 100°F. These findings revealed Fairlife’s deceptive animal welfare claims and its deep ties to the veal industry.

Read more...

2019

Windy Ridge and Windy Too Dairies

Fair Oaks, Indiana

Owned by Fair Oaks Farms and co-founder of Fairlife and Select Milk Mike McCloskey. Note that entity ownership changed to Stephen Bos (longtime partner and friend of McCloskey) after ARM's 2019 investigations.

Between February and April 2019, an ARM investigator worked as a milker at Fair Oaks Farms, documenting systemic cruelty at dairies supplying Fairlife, despite claims of severed ties. Cows were milked three times daily, enduring beatings, punches, and blows to their udders with milking claws. Workers stabbed, shoved, and prodded cows with metal tubes and broomsticks, and those resisting the rotary system suffered broken tails as punishment.

Read more...

2019

Prairies Edge Barn

Fair Oaks, Indiana

Summary needed...

Read more...

2023

Windy Ridge Daries

Fair Oaks, Indiana
Windy Ridge and Windy Too

Owned by Fair Oaks Farms and co-founder of Fairlife and Select Milk Mike McCloskey, titled to Stephen Bos (a longtime partner) after ARM's investigations in 2019.

Returning here after the 2019 investigation, ARM was hired for 3 months on these farms to see if conditions have improved for the cows and calves. ARM captured hours of egregious abuse.

Read more...

2024

Rainbow Valley Dairy

Buckeye, arizona

1 of 2 investigations into major Fairlife suppliers, where ARM captured the ”worst ever abuse" they have encountered in their history of investigating cruelty driven operations.

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2024

Butterfield Dairy

Buckeye, arizona

Summary Needed...

Read more...

Consumer Education Videos

The De Jong Family’s Fairlife Supplier Network

The same De Jong family that owns and operates Rainbow Valley and Butterfield in Arizona also own a network of dairy farms that supply Fairlife processing plants nationwide, spanning Michigan, Indiana, Texas, and Arizona.

Download the full research doc to see the extensive reach of De Jong-owned dairies.
De Jong Fairlife supplying dairies research.pdf