According to a comprehensive new study conducted by Context Marketing, animal welfare concerns are a major driver behind consumer decisions when considering meat and dairy options. This study reports the findings of an online survey conducted in January, 2010 that included 600 respondents between the ages of 20 and 64, equally representing women and men, living in major metropolitan areas across the U.S. 90% responded that of the top three criteria of an “ethical” food product, humane animal treatment is one of them.

Meanwhile, Farm Sanctuary, a leading farm animal education and advocacy organization, recently published a 70-page report called The Truth Behind the Labels: Farm Animal Welfare Standards and Labeling Practices.

The report points out that in the past twelve years, several farm animal quality assurance schemes have been developed. These include animal industry quality assurance programs, retail food animal care auditing programs, and third-party organic and humane food certification programs.

Even with the advent of all of these certification programs, the report concludes that “their impact at improving animal welfare has been minimal.” Specifically, it states that

“Food labeling and marketing claims, like ‘free range’ and ‘pasture raised,’ are generally subjective and not verified. The regulations of the National Organic Program are improving but remain too vague, non-specific as to species, and inconsistently applied. Organic egg and dairy producers have been allowed to use loopholes to deprive animals of the opportunity to graze and forage in a natural setting. Animal industry quality assurance guidelines are inadequate; they codify inhumane farming systems, fail to prevent suffering and distress, and do not allow for the expression of normal animal behavior. By comparison, humane certification standards disallow some cruel practices, but significant deficiencies exist in these as well. Specialty markets, like organic and ‘humane’ foods, may help lessen animal suffering, but they affect only a very small percent, less than 2 percent, of the billions of animals exploited for food each year in the U.S, and even animal-derived foods produced according to a ‘humane’ program are not likely to meet consumer expectations.”

Look for the AWA label in stores such as Whole Foods

Of all the certifications out there, Animal Welfare Approved has the highest standards of animal husbandry but it is also the smallest. Whole Foods currently carries AWA approved meat products.

The Global Animal Partnership is developing a 5-step program that has great future potential to operate on a wider scale and would essentially consist of:

Step One: No crates, no cages and no crowding
Step Two: Indoor environments must include minimal enhancements to encourage natural behaviors
Step Three: Outdoor access required along with environmental enhancements to encourage natural behaviors
Step Four: Pasture centered – improved standards for outdoor areas
Step Five: Animal centered – all physical alterations prohibited
Step Five Plus: Animal centered – animals spend their entire life on the same farm

To become more actively involved in the changes in farm animal welfare, stay informed through organization like Farm Sanctuary, The Global Animal Partnership and Compassion in World Farming as well as the many links to animal protection web sites you’ll find in the links section on this site.