A well -known supermarket has brought to court an animal defense organization to try to end a campaign that associates it with chickens cruelty practices. The lawsuit aims at the immediate suspension of the initiative promoted by the animal front, which denounces alleged abuse by producers linked to food distribution.
According to Executive Digest, which cites the agency Lusa, the case began this Monday to be tried at the Palace of Justice in Porto. Pingo Doce, a group targeted in the campaign, presented a precautionary action to prevent the dissemination of content associated with the “#FimDodoce” initiative, launched by the Animal Front Organization in December 2024.
Accusations of abuse and shocking images
The campaign in question has images of chickens in conditions of extreme suffering, associated with the logo and advertising jingles of the supermarket. The Animal Front claims that Pingo Doce worked with suppliers involved in abuse, pointing directly to the company Lusiaves as one of the most serious cases.
According to the same source, the group Jerónimo Martins, holder of Pingo Doce, denies any current connection with suppliers accused of cruelty and states that, since March 2025, Lusiaves has ceased to figure in its supply chain. Since July 2024, this connection was considered residual, limited to stores located in Madeira.
During the hearing, commercial official Filipe Silva assured that the group “has long adopted the best animal welfare practices” and rejected the idea that it continues to work with companies involved in the accusations of the animal front.
Defense of the brand image
The company argues that the campaign launched from the Animal Front has caused damage to its image and reputation, so asking the court to immediately suspend any material that uses the brand’s visual or sound identity. Executive Digest states that the main purpose of precautionary action is to stop the public diffusion of the campaign videos and messages until the main case is decided.
The director for the group’s sustainability area, Ana Catarina Rovisco, explained that Pingo Doce was aware of the images released, but was never clearly informed about the origin of the contents or supplier concerned. Also according to the same source, the official stressed that the company acts preventively in the selection of suppliers and in the supervision of production conditions.
The group argues that it meets the legal and voluntary rules of animal welfare and is committed to ensuring the traceability of animal products available on their shelves.
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NGO promises to maintain pressure
Despite the lawsuit, the Animal Front told Lusa that it will continue with the campaign until the Portuguese supermarket assumes clearer public commitments about its supply policy. According to the organization, the images now released show the urgency of real changes in food production chains.
Executive Digest says that this campaign has had great visibility in social networks, generating public debate on poultry industry practices and the role of large surfaces in ensuring decent conditions for animals.
The use of elements of the supermarket’s official advertising in the “#FimDodoce” campaign is one of the reasons why the group alleges abusive use of their identity and asks the court to prevent this association as the main proceedings decrease.
Provisional decision expected soon
The judgment of the precautionary action, according to, should continue in the coming weeks, being expected a provisional decision regarding the suspension of the campaign. The main proceedings, which may involve claims for compensation from the supermarket, will be analyzed at a later stage.
According to the same source, the case may create precedent in other disputes between companies and organizations that resort to public campaigns to denounce alleged bad practices in the food industry. The issue of animal welfare has been gaining media attention, becoming a theme of scrutiny by consumers and activists.
The court will now decide whether there are grounds to immediately suspend the animal front campaign or whether it may be active while the main action takes place.
Until then, both parties maintain their positions: the Jerónimo Martins group defends their performance, while the animal front insists on the need for transparency and responsibility for business practices.
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