Coles has created a social media controversy by running a campaign for the lobby group Animals Australia.

Shopping bags with a flying pig logo, that links to Animals Australia's online campaign against factory farming, will be sold in 500 Coles stores for a limited time.

The National Farmers Federation is meeting Coles this afternoon to raise concerns that Coles has partnered with what it says is an anti-animal farming group whose campaign is to promote veganism.

But Jon Church, from Coles, has defended the move.

"We can be very clear that we're working with Animals Australia on welfare campaigns to improve the welfare of animals in the supply chain," he said.

"We've led the way on a number of our brands, with sow stall free pork, with caged free eggs, coming out of our Coles Brand.

"We know our customers care very deeply about that issue."

Animals Australia says its prime aim is to raise awareness of welfare issues. It has produced 15,000 bags, at a cost of 70 cents each. They will sell for a dollar. So Animals Australia can expect to receive $4,500 from the campaign through Coles, if all are sold.