PETA staged a protest outside Whole Foods in Jersey City, using fake blood and faux packaging to highlight the treatment of animals linked to products sold in the store. The protest was part of a campaign against Global Animal Partnership, accusing them of deceptive labeling on factory-farmed meat, eggs, and dairy. PETA's investigation found instances of cruelty at certified facilities, leading to charges against workers and convictions for animal cruelty.

Activist Wendy Fernandez stated that Whole Foods is betraying animals by sourcing from factory farms that mutilate animals without pain relief. PETA's Executive Vice President, Tracy Reiman, criticized Whole Foods' standards for allowing practices that harm animals and encouraged people to go vegan and see the truth behind "humane" labels.