Burger King takes the humane food pledge

The second-biggest burger chain on the planet has promised to start buying 10 percent of its pork from suppliers who don't hold sows in gestation crates, as well as 2 percent of its eggs from poultry farmers who don't cage hens. Burger King also will favor chicken producers who slaughter birds through gassing, rather than electric stunning in which live birds are hung upside down on conveyor belts.

BK expects to obtain 20 percent of its pork products and 5 percent of its eggs through more humane methods by the end of the year. The fast-food giant says its costs will go up but the increases won't be passed on to consumers.

The topic is an uncomfortable reminder of what it takes to make a hamburger, something most of us would rather not think about as we bite into a Whopper. It also highlights the growing truth that we care about how products get to market, not just how much they cost or how stylish they are.

Steven Grover, the BK VP in charge of food safety and quality assurance, says there were few calls from patrons to switch to more humane providers. But after the move was announced, Burger King was showered with praise from customers -- which just goes to show that doing the right thing is smart business.