Dealing with “Humanewashing” Claims: Vital Farms’ Crucial Next Step

Authors

Bryce Janke, University of Nebraska - LincolnFollow
Cole Johnson, University of Nebraska - Lincoln
Kieran McWilliams, University of Nebraska - LincolnFollow
Justin Morrow, University of Nebraska - Lincoln
Isabelle Schmidt, University of Nebraska - Lincoln

Date of this Version

Spring 2023

Document Type

Article

Citation

Janke, B., Johnson, C., McWilliams, K., Morrow, J., & Schmidt, I. (2023). Dealing with “Humanewashing” Claims: Vital Farms’ Crucial Next Step. University of Nebraska-Lincoln.

Abstract

Vital Farms prides itself in their ethical and environmentally-friendly production of pasture-raised eggs, butter, and ghee. A popular tagline for the company is “keeping it bullsh*t-free.” This is core to their company mission and values. However, they are currently facing a PETA class action lawsuit for potential humanewashing and greenwashing, essentially false advertising. So, what happens when the Certified B-Corporation is under attack for the very thing that sets it apart from its competition? Is it possible to rebuild trust with the public and regain ethical standing after bad PR? What are humanewashing and greenwashing, and is Vital Farms guilty?