Lawsuit alleges Beyond Meat, PETA sent unsolicited text messages

The animal rights group, People for the Ethical Treatment of Animals (PETA), sent thousands of unauthorized, automated text messages to consumers on behalf of meat alternative company Beyond Meat, claims a class action lawsuit filed in California earlier this month.

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Zerbor | BigStock.com
Zerbor | BigStock.com

The animal rights group, People for the Ethical Treatment of Animals (PETA), sent thousands of unauthorized, automated text messages to consumers on behalf of meat alternative company Beyond Meat, claims a class action lawsuit filed in California earlier this month.

The plaintiff said that they received texts from PETA advertising the fact that Beyond Meat is now sold at all On the Border restaurant locations. Earlier this year, On the Border became the first national Mexican casual dining chain to offer options featuring plant-based Beyond Meat in their tacos.

Plant-based beef and sausage products from Beyond Meats are sold in more than 58,000 locations worldwide. The company – recently named Disrupter of the Year by FoodDive –  could reach $1.8 billion in revenue by the year 2025, up from an estimated $275 million in 2019. The company recently announced plans to produce plant-based poultry by the end of 2020.

Violation of consumer privacy rights

Beyond Meat and PETA engaged in unsolicited text messaging adverting “with no regard for consumers’ privacy rights,” according to the lawsuit. While PETA was ultimately responsible for sending the messages, Beyond Meat “retained the right to change or add something” regarding the content of the texts.

“At no point in time did Plaintiff provide Defendants with express written consent to be contacted by Defendants with automated text messages,” the complaint says. 

The Telephone Consumer Protection Act (TCPA) prohibits the use of automated dialing equipment or a prerecorded voice to contact an individual’s phone without consent.

The lawsuit, which was filed on March 18, covers anyone located in the U.S. who received text messages promoting Beyond Meat products sent from the same kind of equipment used to contact the plaintiff.

Beyond Meat is also being sued by former manufacturer, Don Lee Farms for breach of contract and misappropriation of trade secrets. In that lawsuit, Don Lee argues that “Beyond Meat plans to and/or has been using and disclosing such trade secrets to actively solicit Don Lee Farm’s competitors to replace Don Lee Farm as Beyond Meat’s exclusive supplier at prices more favorable to Beyond Meat than those contained in the exclusive supply agreement.”

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