‘Humane’ Food Sparks Excitement, Labeling Controversy
Increasing consumer demand for higher animal welfare products has set off a controversy over labeling standards for meat and eggs, resulting in charges that some producers may misrepresent their products and practices. Supermarket chains Whole Foods, Supervalu, and Safeway have pledged to inform shoppers with new labels and in-store signs.
Research consistently shows that consumers are concerned with animal welfare issues. In particular, a recent study from Technomic finds that well over half of consumers believe animal welfare is among the most important social issues in the food business. Another survey by the American Farm Bureau shows that 89% of consumers believe that companies requiring farms to improve animal care “are doing the right thing.”
In response, Whole Foods will launch a new program, the Global Animal Partnership that will rate products on a scale of 1 to 5 based on their animal welfare standards. A “1” indicates that an animal has spent two-thirds of its life on pasture or range land, while a “5” indicates that its entire life was spent on pasture or range land. Likewise, chicken producers earn a “3” or “4” if their birds are provided with two or more “enrichments” and a “5” if they have fewer than 500 birds or provide perches.
Other labels consumers may see on products include “Animal Welfare Approved” or “Certified Humane.” Eggs may also bear labels such as “Food Alliance Certified,” “United Egg Producers Certified,” or “American Humane Certified,” though each label represents different standards. Industry and animal welfare groups continue to urge the adoption of a single set of standards to provide a better system for the animals, the producers, and the consumers.