REPUBLIKA.CO.ID, BALI -- The elegant entrance of Plataran Ubud was the unlikely setting for a peaceful protest last week as activists and consumers called on one of Indonesia's best-known hospitality groups to commit to using cage-free eggs. Around 10 protesters gathered outside the hotel, while campaign motorcycles circled the property carrying messages calling for an end to the use of eggs from caged hens. Activists also distributed leaflets to passers-by explaining the animal-welfare concerns associated with intensive egg production.
The demonstration is part of a wider campaign in which motorbikes have been traveling across Bali for a month, bringing the cage-free message directly to hotels, businesses and consumers. The campaign raises an uncomfortable question for a company that presents itself as a leader in sustainable and responsible hospitality: if Plataran's philosophy is “Indonesian hospitality with purpose”, can that purpose extend to the welfare of the animals behind the food it serves?
Plataran operates a growing portfolio of hotels, resorts, restaurants, event venues and other hospitality businesses across Indonesia and Japan, with a brand built heavily around nature, conservation, Indonesian heritage and responsible tourism. Campaigners argue that animal welfare should be part of that sustainability equation — and that a luxury hospitality group with such a strong environmental identity has an opportunity to influence the wider Indonesian food supply chain by committing to cage-free eggs.
For Plataran, the issue presents a potentially significant test of what “sustainable luxury” means in practice: does responsible hospitality stop at the hotel grounds, or does it extend all the way back to the farms supplying its kitchens?
To date, the egg industry in Indonesia remains dominated by the use of battery cages. In this conventional farming method, laying hens are confined for their entire production cycle (approximately 63 weeks) in cramped cages no larger than a single sheet of A4 paper. This extreme confinement causes immense suffering, preventing the hens from engaging in basic natural behaviors like fully spreading their wings, nesting, dust bathing, roosting, and socializing.
A 2019 report by the European Food Safety Authority (EFSA) concluded that confined cage systems exhibit higher Salmonella prevalence rates compared to cage-free systems. Meanwhile, research by Universitas Gadjah Mada in Indonesia identified antibiotic-resistant Salmonella in supermarket eggs sourced from small cage-based systems. The discovery of these multidrug-resistant strains underscores the importance of responsible antibiotic use and the implementation of robust food safety regulations across the industry.
"We have been reaching out to Plataran since 2024. Therefore, we hope that the meeting we held with Plataran stakeholders at their headquarters, along with various push efforts in Jakarta, will bring about a positive decision. However, there has been no progress regarding their cage-free egg policy to date," said Elfha Shavira, Campaign Lead for Act for Farmed Animals, in a statement.
A study by the Centre for Animal Welfare and Ethics, School of Veterinary Science, The
University of Queensland, found that when animal welfare is prioritized, people are motivated to positively compete in improving the health and care of their animals. Additionally, the housing system implemented is the second most influential factor after price when it comes to consumer choice in eggs.
"As a business group operating in Indonesia and Japan that serves the international market, Plataran ought to address this ethical matter. The transition toward cage-free systems in global markets has become unavoidable, with 110 Indonesian companies having already made their commitments. Plataran promotes an eco-friendly and sustainable image, which should also encompass animal welfare and public health. It is high time Plataran aligns its actions by releasing a cage-free commitment," Elfha continued.
Through this peaceful action, activists and consumers hope that Plataran will promptly take concrete steps to prioritize animal welfare while also adopting business practices that are more ethical, responsible, and sustainable.
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