The "Freedom Farm" from Moshav Olesh sent a letter from a lawyer to the Terra company requesting to stop the publications on the new packaging of the company's dairy products, in which illustrated cows with smiles are seen, claiming that these constitute a deception to the public, since according to the farm people these are disconnected from the reality of the lives of the cows that produce the milk
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Tara recently launched new packaging for its products, which combine images and phrases that they say "have no connection whatsoever with what is done in the dairy industry".
On the front of the packages in question are illustrations of a smiling cow holding a flower stem in her mouth, addressing consumers with various messages.
On the packaging of lactose-free milk, for example, the cow "says" that it is "carefree", the cow appearing on the fortified milk says "I'm moo esharat!", and on the mocha-flavored milk drink the phrase "I caught a color" appears.
Publication of the "Freedom Farm" calling for the removal of the branding of Terra milk // Photo: transparent walls
The people of freedom wrote in their letter that "the clean and pastoral design language is not just a gimmick, but is an advertising message addressed to the general public, according to which these are products produced from 'happy' or 'carefree' cows. These marketing presentations are disconnected from the reality of the lives of the cows from whose bodies the product was produced, including The routine of forced conception and intensive milking; separating the offspring after birth and taking the milk their bodies produced for them; the genetic deformity and frequent morbidity; and slaughtering them when they collapse or when their lives become 'economically unprofitable'."
They also wrote: "Under the circumstances, the presentations on the new packaging series of your products may with near certainty mislead the consumer in an essential matter for the transaction, contrary to section 2 (a) of the Consumer Protection Law, 5771-1981, a prohibition that applies both to misleading packaging (s 6 of the law) and on advertisements (section 2(c) of the law)".
They added: "In addition to the fact that the reasonable consumer is not familiar with the agricultural methods common in the dairy industry, this deception takes on a different effect with regard to these marketing methods, which are directed at children and teenagers, while taking increased advantage of their age, innocence and lack of experience, and cynically also of their love and curiosity towards their husbands Haim. All of these further intensify the disparity of power and knowledge between the parties, and constitute prohibited marketing methods for minors contrary to Section 7A of the law, and contrary to the consumer protection regulations (advertising and marketing methods aimed at minors)."
"It has nothing to do with what is happening in the dairy industry."
Tara's milk bottles,
The submitters are asking for an immediate cessation of the use of the new packaging series on the grounds that it is a "deception involving packaging and advertising".
Idit Romano, co-founder of the Freedom Farm, said: "This is a fraudulent presentation, lack of transparency, consumer deception and negligence. At whose expense is this sad joke?".
The Tesra company stated: "The branding complies with the rules of the regulation."
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