In 2008, SHARK investigators attended the Tucson Rodeo and documented horse after horse being shocked with electricity to make them perform. Watch here as the abusers take great care to try and hide their cruel actions from the crowd:
During the PRCA rodeo, also known as La Fiesta de los Vaqueros, SHARK investigators noted advertising from Trader Joe's. Trader Joe’s is known for leading other food retailers in the treatment of animals; carrying only cage-free egg, etc. So after the rodeo, upset consumers began to contact Trader Joe's to express their dismay.
Trader Joe's then showed why they are beloved by consumers and considered by many experts to be a leader in responsible corporate behavior. The Chairman and CEO, Dan Bane, quickly put an end to any further rodeo sponsorships and sent handwritten notes to people who had contacted the company. Bravo Trader Joe's!