Organic. Cage-Free. Certified Grassfed. What do these terms and claims really mean for farmers and consumers, and are any of them right for you as a farmer?
People are understandably curious about what’s in their food and how it’s produced. With only less than 2% of the U.S. population living and working on farms, the non-farming community often fills their gap in knowledge with inaccurate or misleading information. While federal laws require food labeling to be “truthful and not misleading,” enforcement is spotty and often hinges on whether a company follows its own definition of a claim. Realistically, though, labels are still the primary way people get information about their food. As a farmer, using label claims effectively helps ensure that your products are appropriately valued. This article surveys some of the most commonly used labels and discusses how to determine whether a label or certification might be a good fit for your farming operation.
Popular Food Labels and Certifications
There are two main types of label claims: those that are independently verified (certified by a third party) and those that are not independently verified (self-made by the farmer or marketing company). Unless an independent third party verifies a claim, the integrity of a food label is only as reliable as the individual or company making it.
Verified Claims
Certified Animal Welfare Approved by AGW* was ranked as the highest-rated label by Consumer Reports when it comes to animal welfare, pasture-based farming, and sustainability. Certification requires high-welfare slaughter practices with pre-slaughter stunning and pasture access for all animals.
Animal Welfare Certified The Global Animal Partnership’s 5-step rating system has varying levels of welfare and outdoor access under the umbrella of “Animal Welfare Certified.” Farmers and consumers must confirm the specific step level to determine if the level reflects their practices or meets their expectations.
Certified Humane does not require pasture-based management as a baseline but defines space requirements for animals. It also has an optional pasture-raised add-on label. Certified Humane does not require pre-slaughter stunning for all species.
Certified Organic In general, organic production limits the use of conventional chemicals, pesticides, hormones, antibiotics, and other synthetic inputs. While modest improvements are underway, this label does not currently ensure high welfare or outdoor access for all species. Standards are written and maintained by the USDA National Organic Program.
Genetic Modification While genetically modified ingredients are not required to be effectively disclosed, consumers may choose to avoid them for a variety of reasons, including health and environmental impacts. The two leading certifications dedicated to avoidance of genetically modified ingredients are Certified Non-GMO by AGW and Non-GMO Project Verified.
Grassfed Certification issuers each have their own standards. Check if the standards include information about routine antibiotics or hormones, animal welfare, or environmental impacts. Some options are American Grassfed Association, Certified Grassfed by AGW, and Organic Grassfed Add-ons (e.g., from Pennsylvania Certified Organic and Organic Plus Trust).
Regenerative This is one of the fastest growing and increasingly confusing claims out there. There is no single agreed-upon definition for regenerative ag, but proponents of it often cite minimizing soil disturbance, integrating livestock, maximizing soil cover, rotational grazing, and lowering external inputs. Others believe regenerative should go further to improve ecosystems or to benefit farmers, animals, and communities. Two of the options are Certified Regenerative by AGW and Regenerative Organic Certified.
Non-Verified Claims
Cage-Free has no legal or regulated definition. While it implies animals are raised outdoors on pasture, this claim is highly misleading. “Cage-free” chickens, for example, are often raised indoors in overcrowded, enclosed barns.
Certified Naturally Grown’s label hinges on a Participatory Guarantee System, employing a peer-review inspection process built on local networks, rather than a formal or independent audit.
Natural/All Natural is one of the most misleading label claims. Consumer surveys show most people think it refers to how animals are raised. Yet a “natural” label, as legally defined by the USDA, applies only to how meat is processed after slaughter — simply that it is minimally processed with no artificial ingredients.
Pastured/Pasture-raised is not legally defined. While it implies animals were raised outdoors on pasture, there is no way to know for sure unless it has been certified by a third party that requires pasture-based management.
So, Should You Get Certified?
Certification can be a great fit for farmers who:
- Want to differentiate products in a consumer-friendly way.
- Source from other producers or sell as a group and want traceability and consistency of practices.
- Are comfortable keeping basic records and agree to regular inspections (usually once every year or two).
- Sell into a commodity market that requires and/or pays a premium for certification.
Certification may not be a good fit for producers who:
- Don’t want to keep basic records or agree to regular inspections.
- Buy and resell products without knowing the source or how they were produced.
- Primarily market on a selling point of direct-to-consumer relationships and have no need to further differentiate their product.
- Sell into a commodity market that doesn’t require or pay a premium for certification.
Certification can be an important and useful part of an overall marketing plan, but it’s not a silver bullet. The value of a certification often depends on how effectively you use it within the context of your market. Do you use the label logo on your certified products and marketing materials? What steps do you take to explain what the certification means to your customers?
If you’re thinking about getting certified, a great first step is to read the standards for the program you’re interested in to learn about the different requirements, fees, and inspection protocols. Then, get in touch; they should be glad to hear from you and answer any questions you have.
This article was shared by A Greener World (AGW), a certifying organization focused on animal welfare and sustainability. RAFI and the Soil Health Institute teamed up with AGW on one of the 141 USDA Climate-Smart Commodity projects, designed to assist farmers in implementing climate-smart practices and obtaining the Certified Regenerative by AGW label. While an active certifier, AGW has tried to offer a balanced and informed view of the options described in this article.