Peet’s Coffee will no longer charge an extra fee for plant-based milks, following pressure from animal rights group PETA and public support from Sir Paul McCartney. The announcement comes after PETA launched a national campaign urging the coffee chain to stop penalizing customers who opt for vegan milks, such as almond, oat, and pea-based varieties, instead of traditional cow’s milk.
Peet’s currently charges at least 80 cents more for plant milks, a practice that PETA has criticized for contributing to environmental damage and animal welfare concerns, including the separation of mother cows from their calves.
PETA’s campaign included a social media blitz, targeted billboards near Peet’s locations, and protests. The group argued that the upcharge on plant-based milks was inconsistent with Peet’s stated commitment to sustainability, given the environmental impact of dairy production.
Sir Paul McCartney voices support for the campaign
In a letter to Peet’s CEO Eric Lauterbach, McCartney voiced his support for the campaign, expressing surprise at the upcharge given the company’s claims of promoting sustainability. McCartney’s letter called for the removal of the surcharge, noting the environmental and ethical issues associated with dairy farming. “I sincerely hope that for the future of the planet and animal welfare, you are able to implement this policy,” he wrote.
Swift response
Peet’s response was swift. In an effort to avoid further escalation of the campaign, which had already seen PETA mobilizing over 40,000 supporters to send letters to the company, Peet’s announced that starting June 4, plant-based milks would be offered at the same price as dairy milk. The change will apply to all Peet’s locations across the US, China, and the Middle East.
The change at Peet’s follows a trend set by other coffee chains. Dunkin’, Tim Hortons, and Scooter’s Coffee all removed their plant milk upcharges last month, while Starbucks made the same move at the end of last year.
PETA President Ingrid Newkirk commented, “Coffee chains are waking up to the fact that kind customers are ditching dairy and won’t tolerate being punished for making humane and climate-friendly choices.”
