Since the late 1990s, KFC faced severe protests by People for Ethical Treatment of Animals (PETA), an
animal rights protection organization. The improper breeding of birds combined with improper working
conditions of workers and lack of ethically efficient operation processes led to improper practices in
KFC’s supplier’s poultry farms. According to Donald G. McNeil Jr. who published his article in New York
Times in 2004, “an animal rights group involved in a long legal dispute with KFC released a videotape
showing slaughterhouse workers for one supplier jumping up and down on live chickens, drop-kicking
them like footballs and slamming them into walls, apparently for fun”.