ACTION ALERT:
‘Naturally Raised’ Label Comment Period
Extended to March 3
2/7/08
In November, the USDA released its proposal for label claims related to “naturally raised” livestock and meat. A strong “naturally raised” label could go a long ways toward helping farmers who are using sustainable methods to produce livestock products, and who want to receive a premium price for their efforts. It could also help consumers who want an assurance that they are supporting sustainable production methods with their shopping dollars. The proposed standard can be viewed at www.landstewardshipproject.org/pdf/natural_label_proposal.pdf.
Why the proposal needs fixed:
Amazingly, these proposed standards focus primarily on the use of drugs and growth hormones and mention nothing about access to pasture or animal housing issues such as use of cages and crates. Where and how animals are raised are critical issues to farmers and consumers and need to be addressed in the final standards. If they are not addressed completely, the “natural” designation will be almost meaningless as a label that ensures a certain level of sustainable production standards.
On the bright side, experience with the grass-fed standard (see http://www.landstewardshipproject.org/pr/07/newsr_071015.htm)shows that public input can have a positive impact on final USDA rules related to food labels.
The public has until March 3, 2008, to comment on the proposed “naturally raised” rule. To comment, log onto www.regulations.gov, or send written comments to:
Naturally Raised Marketing Claim,
Room 2607–S, AMS, USDA,
1400 Independence Avenue SW.,
Washington, DC 20250–0254
You can also comment via fax at: 202-720–1112.
All comments should reference the docket number: AMS–LS–07–0131; LS–07–16.
Please send your comments to the Land Stewardship Project at tlvdp@landstewardshipproject.org as well so we can keep track of what USDA is hearing about this.
Here’s what the USDA needs to hear about the final rule:
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In USDA’s own words, marketing labels should “say what they mean and mean what they say in common language.” USDA should issue a separate “no antibiotics” label as well as a “no growth stimulant” label. These are important label claims, but they should not be the only basis for a “naturally raised” product.
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According to a Consumer Reports food-labeling poll* conducted in 2007, 88 percent of consumers expect that “natural” should mean the animal was raised on a “natural diet.” The USDA needs to get the message that ”natural” must refer to the feed animals are fed. Is the feed eaten by the animals predominantly the type of food they would eat under natural circumstances?
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A “naturally raised” label should ensure that animals have access to pasture during the growing season and access to the outdoors in a species-appropriate fashion year-round. According to the same Consumer Reports poll, 83 percent of consumers say “natural” should mean, “raised in a natural environment.”
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Any “naturally raised” label must include specifications of how the animals were housed and assurances that they were not crated or caged.
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Whether humane animal handling procedures are employed on the farm or ranch should be addressed.
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Make “Natural” mean what consumers think it means or scrap it!
More information:
For more information on what needs to be included in the final rule to create a meaningful “naturally raised” label standard, contact the Land Stewardship Project’s Terry VanDerPol at tlvdp@landstewardshipproject.org, or 320-269-2105.
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* The telephone survey was conducted by the Consumer Reports National Research Center in June 2007, and involved 1,004 adults. The margin of error was +/- 3.2 percent at a 95 percent confidence level. More information on the poll is at www.greenerchoices.org/products.cfm?product=crfood&pcat=food.
