A growing number of consumers are looking to labeling to help them make educated decisions about the food they buy. Witness the rise in "organic," "free range" and "antibiotic free" meat and dairy products.
Imaging the shock waves that followed an expose showing horrific conditions inside a California chicken farm recognized as a "certified humane" supplier of eggs to the upscale food chain Whole Foods.
On Sunday the group that filmed conditions in the plant, Direct Action Everywhere, is holding a national day of protest, including a demonstration at the Whole Foods store in Philadelphia.
The rally at 5 p.m. at the Callowhill Whole Foods Market aims to draw attention to conditions of production agriculture - even at those facilities that are recognized as "humane."
The video of the laying facility in Petaluma revealed diseased and dead birds drowning in feces and crammed into 1.5 square feet of space each.
Activists, in their "Truth Matters: It's not Food, It's Violence" campaign against Whole Foods, plan to deliver speeches in front of the meat counter and hold signs with images of animals rescued in the investigation.
Officials with Petaluma Farms say the activists shot "the wrong flock" and that their organic hens are raised according to humane standards. The farm supplies eggs sold by Whole Foods stores in Northern California under its 365 label.
Experts quoted in a New York Times piece said the video can be misleading and point out that the very groups that issue humane certification don't always agree on standards.
Whole Foods is now setting its own standards, the Times reported, and a Whole Foods executive who toured the farm last February said he did not witness the conditions shows in the video.
This is not the first time Whole Foods has been called to task for conditions for animals on farms that produce products that it sells at premium prices - including here in Pennsylvania.
In 2013 the group Compassion over Killing released undercover video showing newly hatched chicks thrown into meat grinders at a Bell and Evans chicken farm in Lebanon County, that labels is products as "humanely raised."
In 2009 Main Line Animal Rescue in Chester Springs, in the course of rescuing unwanted breeder dogs from a Chester County kennel, found that the operator of a Parkesburg dairy that produced Horizon-brand organic milk sold by Whole Foods, was also running a puppy mill cited repeatedly for housing dogs in filthy and hazardous conditions. That kennel, B&R Puppies, was shut down by the state Department of Agriculture later that year.