US beefs up campaign to ensure accurate animal welfare claims on meat, poultry packaging

The U.S. Department of Agriculture said Wednesday it hopes to weed out false or misleading animal-welfare claims on meat and poultry packaging with new guidance and testing.

The claims __ such as “pasture-raised,” “humanely raised,” and “raised without antibiotics” __ are increasingly popular with consumers and allow producers to charge a premium. Perdue “free range” chicken breasts with no antibiotics sell for $5.78 per pound at Walmart, for example; store brand chicken breasts without those claims sell for $2.79 per pound.

Both meat producers and animal welfare advocates say the USDA isn’t adequately substantiating the claims or ensuring they meet consumer expectations. The USDA lets producers define some terms, including “humane,” which can lead to widely varying conditions for animals. Other claims like “free range” are clearly defined by the USDA, but some producers are skirting requirements.

The USDA must approve all animal welfare claims on meat and poultry labels before products can be sold. But unlike “organic” claims, which are verified in person by government regulators, animal welfare claims are substantiated with paperwork submitted to the USDA.