Billboards are a common sight along the NLEX, but as they pass through Apalit, Pampanga, a strange sight will greet them. A hen, with a basket of eggs next to her, is staring straight at them from a roadside billboard. As soon as they see the chicken, they'll read the headline that pulls no punches: “Bugok! Stop Lying.”
This new billboard has been unveiled by the Animal Kingdom Foundation (AKF). They are challenging companies that falsely claim to source cage-free eggs, while refusing to provide transparency on where those eggs actually come from. Many fail to disclose which farms supply them or whether those farms meet any verifiable animal-welfare standards.
Case of these companies being Bugok
In Filipino, bugok means “rotten”, a term deliberately used by AKF to highlight the growing problem of greenwashing in the egg industry. There is a clear dishonesty behind the increasing number of companies claiming to use “cage-free” eggs without showing transparency.
According to AKF, some farmers claim that some large buyers are pushing for cage-free sourcing, but they hold back when it comes to price. They are working on the assumption that cage-free eggs will cost the same as regular table eggs. This is problematic because farmers take risks to improve hen welfare, but their buyers have to lower prices for their egg yield.
Call for transparency and honest labeling
AKF appeals for verifiable sourcing so the billboard has the additional message “Get your eggs from certified cage-free farms.” Once these companies claim to use eggs sourced from genuine cage-free farms, it is their responsibility to authenticate these claims.
When companies use cage-free as a marketing badge while failing to support the people who produce them, it's not just misleading – it's exploitative. For AKF, this is not just a marketing issue. This is a matter of integrity, consumer protection and basic accountability. “Filipino consumers deserve honesty,” the organization said. “If a company claims to be cage-free, they have to show proof – otherwise, that claim is worthless.”
How can cage-freedom actually be verified?
At the local level, cage-free standards for egg farms are filed under the Philippine National Standard for Cage-Free Egg Production (PNS/BAFS 312:202). Although not yet a government-backed cage-free certification scheme, AKF operates an independent cage-free auditing
The program is in line with the norms being used by other countries globally. Farms must meet requirements for space, nesting areas, perches, litter and hen behavior before receiving certification. A clear method of identifying eggs coming from truly cage-free systems has been established and is supported by on-site inspection, documentation and periodic audits.
Why cage free case?
Cage-free systems encourage chickens to move around and exhibit natural behavior, unlike traditional cages where they spend their entire lives in tight spaces. Cage-free egg production is a meaningful step toward more humane egg production.
“Bugok!” The billboard is AKF's latest effort to educate the public and pressure companies to adopt real, verifiable animal-welfare policies. By placing the message on one of the country's busiest expressways, the organization hopes to start a conversation over false advertising on the humane sourcing of eggs.
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