Got Misery?

The Dairy Industry Calls It “Wholesome”

Our Investigators Caught the Truth on Camera

Mother cows bellowing as their newborn calves are dragged away in wheelbarrows. Cows hooked to milking machines, their udders swollen and raw.

This is the dairy industry—by design.

The dairy industry is built on cruelty. It’s time to end it.

You can help expose the cruelty Dairy Management Inc. is hiding.

Stand with us to demand transparency and promote a compassionate, cruelty-free future. Let’s end this industry for good.

Read the Petition
Take Action

The Industry Won’t Show You This. We Will.

What we caught on camera will break your heart.

What We Found Behind Dairy’s Closed Doors

A Mercy For Animals investigator went undercover at a New York dairy farm. What was uncovered is devastating: newborn calves taken from their mothers, violent abuse, and suffering treated as routine.

Calves Ripped Away at Birth

Just moments after birth, mother cows had their calves torn away—in some cases with placentas still hanging from the mothers’ bodies. The mothers’ desperate cries echoed through the farm. This separation is standard across the industry and happens every single day.

Violent Handling and No Veterinary Care

Cows were kicked and beaten with poles and had their tails twisted to force them to move. Many suffered from painful infections and open wounds. Despite obvious injuries, they received no veterinary care and were left to suffer.

Exhaustion, Slaughter, and Disposal

Cows are exploited for dairy until their bodies give out. After years of forced pregnancies and relentless milking, some collapse from exhaustion and are sent to slaughter—typically at just four to five years old, a fraction of their natural lifespan.

Learn More

The Problem

To produce milk, cows must be pregnant or have just given birth. Like all mammals, cows produce milk for their babies.


At dairy farms, cows are trapped in a cycle of pregnancy, birth, and loss. Their calves are taken shortly after birth, causing stress to both mother and baby. When cows can no longer produce enough milk, they’re sent to slaughter.

This isn’t incidental—it’s the design of an industry built on profit, not compassion.

The Solution

We’re working to dismantle a cruel industry and build a kinder food system.

Our approach is simple but powerful: Reduce large-scale suffering, shift public narratives to build mass support, and decrease demand for animal products.

Join us in rejecting the dairy industry’s deception, exposing the truth, and helping create a food system rooted in justice and compassion.

What Is the Dairy Myth?

For generations, the dairy industry has sold us a story—one of happy cows, family farms, and wholesome goodness.

But behind every glass of milk is a hidden truth: routine cruelty, relentless exploitation, and million-dollar marketing campaigns designed to make it all look pure.
From smiling cow cartoons to labels like “natural” and “humane,” the industry has spent decades whitewashing reality—covering up grief and suffering with nostalgia and charm.

This isn’t an accident. It’s strategy. Because if people saw what really happens behind closed doors, they’d turn away.

It’s time to end the myth.
No more deception. No more cruelty masked as kindness.
Let’s expose the truth—and leave dairy behind.

Dairy Management Inc. Leprino. Saputo.

Many of the ads painting dairy as wholesome are paid for by the Dairy Checkoff program, which funnels mandatory fees collected from farmers into marketing campaigns designed to boost dairy sales—no matter the cost to animals.

Dairy Management Inc. runs this million-dollar machine, selling consumers myths while companies like Leprino and Saputo cash in—pushing cheese into fast food, frozen meals, and grocery dairy cases across the country.

Behind every slice of pizza and every cup of yogurt are babies ripped from their mothers, animals mutilated without pain relief, and lives thrown away when no longer profitable.

Dairy Management Inc. doesn’t just cover up this cruelty—they sell it as “good for you.”

This is not just misleading. It’s deception.

It’s time we called it what it is. And it’s time to end it.

Dairy Management Inc logo, splattered with blood leprino logo, splattered with blood Saputo logo, splattered with blood

Three Reasons to Ditch Dairy

It Damages the Planet

Dairy farms are major methane emitters and produce millions of pounds of manure daily. Waste runoff pollutes rivers and drinking water, and many farms operate without basic pollution controls​.

It Hurts Animals

Cows are forcibly impregnated, calves are taken at birth, and many cows suffer from painful udder infections. Most cows used for dairy are slaughtered at just four or five years of age when their milk production declines—far short of their natural 15- to 20-year lifespan​.

It Puts Us at Risk

Over 1,000 dairy herds and dozens of dairy workers have been infected​ with bird flu. In April 2025, virologists writing in the Lancet observed that in mammals, bird flu viruses may develop greater ability to transmit and replicate efficiently in other mammals, potentially including humans, though this has yet to be demonstrated.

From Awareness to Action

You’ve seen the truth—here’s how to change it.

Volunteer with Us

Help end dairy cruelty.

Join a growing movement. Sign up to support the campaign online or in your community.

Sign Up

Make a Donation

Fuel the fight for change.

Every dollar helps expose the truth and enable work toward a dairy-free future.

Give a Gift

Shop the Campaign

Wear your values. Share the truth.

Explore limited-edition merch that spreads the message and supports the mission.

Shop Now

Through Their Eyes

Unfiltered testimony from the brave investigators who have witnessed the dairy industry’s cruelty firsthand.

Calling Out the Cruelty

Acclaimed chefs, authors, and influencers are casting a spotlight on an unavoidable truth: The dairy industry’s time is up.

“It took just one five-minute YouTube video called Dairy Is Scary to open my eyes to the truth of the dairy industry, and when I discovered there were tasty plant-based alternatives, it was a no-brainer for me to ditch dairy for good.”

—Giuseppe Federici

@sepps

Calling Out the Cruelty

Acclaimed chefs, authors, and influencers are casting a spotlight on an unavoidable truth: The dairy industry’s time is up.

“The hardest things for me to let go when I decided to go vegan were cheese and bacon. I was so addicted to cheese, but after watching the documentary Food Choices and realizing that we are the only species to drink milk from another species, I was done with dairy. It became clear to me that it’s neither natural nor aligned with the laws of nature.”

—Todd Anderson

@turnipvegan

Calling Out the Cruelty

Acclaimed chefs, authors, and influencers are casting a spotlight on an unavoidable truth: The dairy industry’s time is up.

“I am beyond grateful that I made the switch to only dairy-free products in 2011. Back when I was still eating dairy, my body was screaming for help. Cramps that kept me bedridden and acne-covered skin that just wouldn’t quit breaking out. But once I kissed animal products goodbye, my gut started thriving and my skin started glowing from within. Living dairy-free has been a huge game-changer for my body, my mind, and my beauty!”

—Gabrielle Reyes 

@onegreatvegan

Calling Out the Cruelty

Acclaimed chefs, authors, and influencers are casting a spotlight on an unavoidable truth: The dairy industry’s time is up.

“I’m a private chef, and vegan milk hasn’t just replaced dairy milk; it’s an improvement on it. With all of the different flavors and textures, vegan milk gives me so much versatility. I use cashew milk in sauces, coconut milk in curry, oat milk or macadamia milk for chocolaty desserts, hemp milk for protein recipes, or if I just want to simplify things, then soy milk is a great overall choice. I cook for a lot of non-vegans, and frankly they don’t care about the vegan message; they just care about food that tastes good, and they keep coming back for my food, so it must be good.”

—Mario Fabbri


@mariofabbrichef

With few federal protections for farmed animals, cruelty runs rampant in our food system. But thanks to advocates like you, we’re exposing the truth and pushing for lasting change. As the fight continues, so does the need for support.

Will you make a gift today to power this critical work?

Every donation—big or small—moves us closer to a more compassionate world.

Donate Now