Poultry company Steggles has defended itself on Facebook after the Federal Court ruled its "free to roam" claims about its meat chickens were deceptive. It has claimed its marketing isn't misleading as its animals are treated with the "highest standards" of animal welfare at "every stage of production". But, consumers aren't buying it, demanding photographic proof and threatening to boycott the brand.
Yesterday, the news broke that the local poultry company had been found guilty of false, misleading and deceptive advertising by the Federal Court following an investigation by the Australian Competition and Consumer Commission (ACCC). Its "free to roam" in large barns claim were proved not to be an accurate representation of the conditions its meat chickens were kept in.
Now, the company has taken to Facebook to defend its advertising. "We strongly believed that the statement was an accurate description that conveyed our farming methods," it said. It was noted in the judgement documentation that "the ACCC did not suggest that these densities gave rise to animal welfare issues. Baiada strictly observed the industry standards and ensured that stocking levels were kept below the maximum prescribed by those standards.
"All of our chickens are raised in custom-built large chicken barns where they have easy access to food and water. We maintain the highest standards of animal welfare in every stage of production and audits are conducted regularly to ensure that day-to-day working procedures are carried in accordance with our Animal Welfare Policy."
But, that has so far failed to douse the fires raging on social media. Here are some of things consumers are saying:
Responses by the firm to the posts on its Facebook page have been thin on the ground. Steggles did not respond to requests for comment.
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