Butterball (representative image)

Photo: iStock

Butterballa major supplier of Thanksgiving turkeys, is under fire as disturbing images from a 2006 investigation surface online. The video, which was first captured during a People for the Ethical Treatment of Animals (PETA) investigation, shows employees allegedly sexually assaulting and abusing turkeys at the company’s facility in Ozark, Arkansas.

The disturbing video showed workers abusing and mutilating the birds, sparking further public outrage. The response on social media was overwhelming, with many people vowing to avoid Butterball goods for Thanksgiving.

Details of the 2006 study

The undercover PETA investigation ran from April to July 2006. Alleged cruelties at the factory, which reportedly processed more than 50,000 turkeys per day, were documented by a whistleblower disguised as an employee.

According to PETA, workers were observed “humping” turkeys, shoving their fingers into their cloacas and throwing them against metal bars. In one case, a worker crushed the head of a live turkey until its skull exploded. The employee reportedly chuckled as he cleaned his leg of blood.

The researcher saw widespread abuse, including breaking the legs and backs of birds. Others had limbs and exposed spines shredded after being struck by metal objects.

Public backlash is gaining momentum

Calls for boycotts have been sparked by the video’s re-emergence, and the outrage has been amplified by TikTok and other sites. Users have expressed their disappointment and sadness in videos that have gone viral criticizing the company.

“I just bought a Butterball turkey today but I’m returning it,” said one user. “Y’all better not eat Butterball turkey this year,” said another.

“This is exactly the response animal activists want to see before Thanksgiving,” said Amber Canavan, PETA campaign director. She highlighted the moral dilemmas associated with turkey slaughterhouses and urged customers to choose vegan alternatives.

Butterball responds to accusations

In his response to the uproar, Butterball acknowledged the images but emphasized their age. The video “does not reflect our current animal welfare policy,” a spokesperson said.

Citing more than 200 science-based wellness criteria and annual third-party audits, the company emphasized its commitment to providing ethical care. Additionally, Butterball highlighted its status as a top supplier of Thanksgiving turkeys and its American Humane accreditation.

History of allegations against Butterball

Butterball is not the first to receive criticism. In 2011, a North Carolina factory was raided after another investigation discovered workers were abusing turkeys. Mercy for Animals, a charity, provided video evidence of staff abusing, kicking and stamping on the birds. A number of employees were fined after the incident.

According to PETA, there is still abuse in the industry. Canavan highlighted a 2021 investigation at Plainville Farms in Pennsylvania, which found employees committed more than 140 crimes after simulating sexual behavior in turkeys.

Impact on consumer behavior

Consumer opinions have changed significantly as a result of the latest revelations. There has been a sharp increase in reports of consumers returning Butterball items and vowing to stay away from the brand.

PETA continues to push for cruelty-free alternatives and encourages customers to consider plant-based solutions. “It is never too late to choose compassion,” Canavan said, emphasizing that moral decisions can save animals from suffering in the future.

Holiday sales are not affected by backlash

Despite the problem, Butterball continues to dominate the turkey industry. According to Fleet Owner, the company sold nearly 15 million turkeys this month. The conflict between tradition and ethical considerations is highlighted by the significance of Butterball at holiday dinners as Thanksgiving approaches.

The long-term effects on Butterball’s reputation are still unknown, despite growing public outrage. As consumers demand more responsibility and transparency, the discussion about animal welfare in the food sector continues to gain momentum.