AWI Calls on USDA to Crack Down on Deceptive Labels

AWI recently met with US Department of Agriculture officials regarding the negative effects misleading labels have on competitive markets for meat and poultry products. We believe that the deceptive use of animal welfare and environmental claims represents a major threat to the future of higher welfare, sustainable farming in the United States. According to our research, consumers are extremely interested in the welfare of animals raised for food, and producers are eager to capitalize upon this interest. Unfortunately, the USDA’s current label approval system does not guarantee that high-value, high impact claims such as “humanely raised” and “sustainably farmed” are adequately substantiated. Some producers use these claims without ever receiving the USDA’s approval for their use. Moreover, because producers are allowed to create their own definitions for these terms, many use them without making meaningful improvements to baseline industry standards in their production practices. Producers that use these claims without basis compete unfairly with producers that make similar claims while actually raising their animals under higher standards. Further, consumers who wish to support higher-welfare farming are being deceived. AWI is urging the USDA to make a greater effort to ensure that misleading claims are not allowed to enter the marketplace.

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