Fairlife, a premium milk brand owned by Coca-Cola, faces a class-action lawsuit alleging its suppliers abuse cows, contradicting the brand’s claims of animal welfare and sustainability. Fairlife asserts on its website that it partners with farms committed to well-cared-for cows and reducing environmental impact.

Two Arizona farms that supplied milk to the $1 billion brand are also named in the lawsuit. In a statement, Fairlife said it has “zero tolerance for animal abuse” and noted that its Arizona supplier has suspended milk deliveries from these facilities to all customers.

Watch the video above as Straight Arrow News contributor Adrienne Lawrence argues that, if these allegations are true, Fairlife is betraying consumers’ trust. Lawrence argues that customers may be paying a premium for a product under allegedly false pretenses and offers suggestions on how they can take action.

The following is an excerpt from the above video:

So how do we respond effectively? Well, we vote with our dollars. Look for third-party certifications, like Animal Welfare Approved or Certified Humane. These labels are not perfect, no, but they offer more accountability than corporate self-policing.

Second, consider some alternatives to conventional dairy. I’m sure it’s cheaper. According to the National Institutes of Health, people who consume plant-based diets tend to live longer and healthier lives. Studies have shown that a well-planned plant-based diet can reduce the risk of heart disease, high blood pressure and also type two diabetes.

And finally, demand stronger consumer protection laws. Contact your representatives and also insist that companies that are making ethical claims face rigorous verification requirements and substantial consequences for violations. If a company claims to be ethical, it should be legally required to prove it through independent audits and public transparency in its reports.

Fairlife sells its milk with a premium because it promises something better, but if these allegations prove true, then what we’re really paying for is a carefully crafted illusion, and that should concern every consumer who believes that their choices matter.