SANTA CLARA — A “bread breaking” to commemorate the opening of a state-of-the-art, 50,000-square-foot Whole Foods store was disrupted Tuesday morning by activists protesting violence against animals.

Officials from both the prominent specialty grocer and the City of Santa Clara were just beginning their kickoff when protesters with the animal-rights organization Direct Action Everywhere appeared, according to people who attended the event.

The approximately 15 protesters unspooled red tape and enacted a simulated “killing” of an activist by two other activists in chef coats, with the apparent purpose of demonstrating a purported falsehood in “humane” treatment of animals that will ultimately be killed for food.

“No matter how many times they tell us those deaths were humane or compassionate, there is no humane way to kill someone who wants to live,” group organizer Priya Sawhney said in a statement. “

The Whole Foods contingent, with dozens of members of the public looking on to celebrate the store opening, scrapped their scheduled speeches and went straight to opening the new store, which introduces new features like iPad ordering and tracking system for burritos and sandwiches, a taproom location and transgender restroom signs.

Police were on hand for the event, but no arrests were made.

Beth Krauss, regional spokesman for Whole Foods, said the company was “disappointed” that they could not publicly thank city leaders, community organizations and employees that helped bring the store to the city, and was diplomatic in addressing the demonstrators.

“Whole Foods Market respects the right to free speech and expression,” Krauss said in a statement to this newspaper. “We are excited to share the store with our community, and are already getting great responses from shoppers.”