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Pilgrim’s Pride Lands in Front of SEC Over Its Chicken Claims
The Humane Society urged states and the FTC to investigate the company’s promises. Now it’s looking to securities regulators.
Photographer: Dhiraj Singh/Bloomberg
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The Humane Society of the United States has tried for months to stop poultry giant Pilgrim’s Pride Corp. from calling its chicken “100% natural” and “humanely” raised, claiming it’s neither.
Following complaints to the U.S. Federal Trade Commission and state attorneys general, the animal welfare group has now filed a 100-page administrative complaint with the Securities and Exchange Commission. Once again, the group is arguing that Pilgrim’s Pride and its parent Brazilian meat processing giant JBS SA are using misleading advertising and marketing to sell its chicken.