Summer 2012 Animal Welfare Approved Newsletter

SUMMER 2012 Volume 5 Issue 2
newsletter
In this Issue:
Farmers Markets:
Top Tips for Success
p6–7

Dear Friends,
2012 is already a year that the
intensive livestock industry would
like us to forget. Media coverage
of ammonia-treated boneless lean
beef trimmings (BLBT)—otherwise
known as “pink slime”—resulted in
an extraordinary public backlash,
particularly when we learned that
70 percent of ground beef sold in
the U.S. contained unlabeled BLBT.
Weeks later, news broke that a dead cow in California tested
positive for “atypical” bovine spongiform encephalopathy
(BSE, or “mad cow disease”). While the USDA claimed that
the public had nothing to fear, the fact that the case was
detected purely by chance did not go unnoticed.
What most commentators failed to note, however, is
that the “pink slime” fiasco and BSE are both the indirect
outcomes of the incessant drive to further industrialize
livestock farming and meat processing. In both cases, a
novel technology was introduced (essentially) out of public
sight with the primary aim of utilizing slaughterhouse
waste to minimize industry costs. Most consumers had no
idea that ruminant remains were being ground up and fed
back to other ruminants; similarly, the meat processing
industry did very little—if anything—to inform the public
that BLBT was being added to most ground beef.
I believe that the recent public outcry is a symptom
of years of latent concern about the over-industrialization
of food production. Indeed, many consumers now have a
profound feeling that, when it comes to food production,
the pendulum has swung too far towards the surreptitious
introduction of questionable practices on the basis of “what
can make us the most money—regardless of the costs.”
And the intensive meat industry is now paying the price.
Andrew Gunther
Program Director
contents
2 Dear Friends
Letter from Andrew Gunther
3 Top News
New Study: Consumers
Reward Transparent Labeling
3 GOOD husbandry grants
A Call for 2012–2013
AWA Good Husbandry
Grant Proposals
4 News in Brief
White House Honors AWA
Farmers; Cochon 555
Success; AWA Farm-to-Farm
Sales
5 Farmer profile
Meet Deborah Stone of
Stone Hollow Farmstead
5
8
newsletter
6 SUPPORT
Making the Most of
Farmers Markets
Summer 2012
Volume 5 · Issue 2
8 DISCUSSIon
Grassfed Beef is
Greener—And That's
a Fact
10 Notes from the field
Addressing Public
Complaints
11 Meet the Farmer
Chris Kerston Of Chaffin
Family Orchards
11 AWA ServICes
Free Marketing
Materials—Order Today!
6
11
Cover Photo: Jean-Paul Courtens and Jody Bolluyt of Roxbury Farm, NY (Brigid Sweeney);
Contents Photos: Goat at Stone Hollow Farmstead, AL (Brian Francis Photography);
Farmers market (Mike Suarez); Cattle at Rain Crow Ranch, MO (Mike Suarez);
Poultry at Chaffin Family Orchards, CA (Chaffin Family Orchards)
AWA Newsletter
staff
Program Director
Andrew Gunther
Lead Auditor
Tim Holmes
Program Coordinator
Julie Suarez
Program Assistant
Amanda Kisner
Auditors
Lance Gegner
Charlie Hester
Ken Smith
Lead Farmer and Market Outreach
Coordinator
Emily Lancaster
Farmer and Market Outreach Coordinators
Eve Cohen
Beth Spitler
Paul Servideo
Communications Associate
Katie Baumer
Educational Outreach Coordinator
Wendy Swann
Writer/Editor
Peter Mundy
Graphic Designer
Alexandra Alberg
consultants
Auditors
Kim Alexander
Dr. Karen Anderson
Dr. Jennifer Burton
Dr. Jan Busboom
Karen Haverinen Lehto
Tim Linquist
Richard Long
Frank Morison
Stan Pace
Rob Stokes
Dr. Mick Weirich
Dr. Wendy Weirich
Technical
Anna Bassett
Corrective Action
Plan Coordinator
Chris Peckham
For subscription inquiries or other information,
contact AWA at 1007 Queen Street,
Alexandria, VA 22314. Tel: (800) 373-8806;
Fax: (202) 446-2151. Visit our website at
www.AnimalWelfareApproved.org or e-mail
us at Info@AnimalWelfareApproved.org.
Join our e-mail list at:
www.AnimalWelfareApproved.org.
Read and comment on our blog at:
www.AnimalWelfareApproved.org/blog.
@AWAapproved
www.facebook.com/
AnimalWelfareApproved
2

New Study: Consumers Reward Transparent Labeling
Animal Welfare Approved and East Carolina University have published a landmark study on consumer preferences
for sustainable food products when they are traveling, dining out, and eating at home.
By Peter Mundy, Writer/Editor
Top News
Animal Welfare Approved
2011 Animal Products
Survey Results
Conducted by
Animal Welfare Approved
and East Carolina University's
Center for Sustainable Tourism
Carol Kline, Alison Murray, and Emily Lancaster
April 15, 2012
A new
report by
Animal
Welfare
Approved
and the
Center for
Sustainable
Tourism
at East
Carolina
University
offers good
news for sustainable farmers, as
well as the growing number of
retailers and restaurants that sell
sustainable food.
Researchers from East Carolina
University conducted an online survey
of almost 2,000 consumers across
the U.S., focusing on their food
choices. Almost half of respondents
reported that they included
sustainable meat, dairy, and/or eggs
in 1–5 of their meals each week,
while the vast majority of respondents
believed that sustainable products
are better for the environment (93.8
percent), healthier (89.6 percent),
more nutritious (80.8 percent), better
tasting (80.7 percent), and safer (86.3
percent) than conventionally raised
animal products.
Most respondents also indicated
that they would be willing to pay more
for sustainably raised meat, dairy and
eggs, but that these products were
often difficult to find in their local chain
grocery stores. With over 60 percent
of the respondents stating that they
regularly shop in chain grocery stores,
the survey points to the potentially
significant future market opportunities
for sustainable farms.
The theme of transparency was
a common thread throughout the
study, and was most apparent in the
overwhelming consumer demand
for transparent labeling. Nearly all
respondents said that clear
labeling for animal products
was very important to
increasing the production
and consumption of
sustainably raised meat.
“This study confirms
what we have been
advocating all along—that
informed consumers will
make sustainable food
choices when they are
given the opportunity,” says
Andrew Gunther, AWA
Program Director.
“The report also
emphasizes the need for
Rapid Eye Media
clear and transparent product
labeling to better educate and inform
consumers, as well as to attract new
customers. Sustainable farmers
would do well to digest the findings
of this study and ensure that their
food labeling and marketing materials
clearly reflect the core values that
today’s conscientious consumers are
looking for when they are shopping for
their food.”
Download a full copy of the
report, Animal Welfare Approved 2011
Animal Products Survey Results, at
http://bit.ly/KD71gq or call the AWA
office at (800) 373-8806.
The survey found that while most consumers would pay
more for sustainably raised meat, dairy and eggs, these
products were often difficult to find in the chain grocery
stores where over 60 percent of them shopped.
Call for 2012–2013 AWA Good Husbandry Grant Proposals
Animal Welfare Approved is pleased to announce a
call for proposals for its 2012–2013 Good Husbandry
Grants program.
Now in its fifth year, the Good Husbandry Grants
program has funded over one hundred projects across
the U.S. to improve farm animal welfare. AWA farmers,
and those who have submitted an application for AWA
certification, can apply for up to $5,000 toward projects
such as mobile housing, breeding stock, and on-farm
processing equipment. Slaughter plants working with
or seeking to work with AWA farmers are also eligible
for funding.
The funding priorities for this year's cycle include
improved genetics and increased outdoor access.
AWA's Good Husbandry Grants program will also
continue its focus on welfare improvements in the
slaughter process.
Profiles of previous Good Husbandry
Grant recipients are available online at www.
AnimalWelfareApproved.org/farmers, along with
guidelines for applying, FAQ and an application
form. If you have any questions contact AWA
Grants Coordinator Emily Lancaster at Emily@
AnimalWelfareApproved.org or (202) 618-4497.
Summer 2012
3

AWA Newsletter News in Brief
4
ARSENIC FEED BAN
Maryland has become the first state
to ban the use of arsenic in intensive
chicken production.
The new law, which comes into
effect on January 1, 2013, follows
an FDA study last year which found
traces of inorganic arsenic in the livers
of intensively raised chickens, where
arsenic is used to prevent coccidiosis.
Arsenic is a known carcinogen and is
linked to numerous other human health
concerns. AWA standards have never
permitted its use.
“We welcome this new law,”
says Tim Holmes, AWA Lead Auditor.
“Maryland is the seventh largest broiler
producing state and we hope other
states will now follow suit. However,
we are concerned that a loophole
may allow some poultry farmers to
use arsenic compounds in their birds’
drinking water.”
WHITE HOUSE HONORS FARMERS
Chad and Jodi Ray, of Ray Family
Farms in Louisburg, NC, were honored
by the White House in April as
“Champions of Change.”
The award is in recognition of the
Rays’ efforts to prove that corporate
environmental leadership makes
sense, both for business and for
local communities. Selling beef, pork,
poultry and vegetables from their
170-acre farm to local customers, the
Rays are also committed to on-farm
education, environmental stewardship,
and green energy.
“The AWA mission and brand
means a lot to people," explained
Chad. "I believe it is part of why we
were selected. It just proves that this
whole movement means something—
that the White House would take notice
of just one farm in North Carolina.”
COCHON 555 SUCCESS
Two AWA farms have supplied winning
hogs for the prestigious Cochon 555
competition—a 10-city culinary tour
where 50 renowned local chefs must
prepare a “snout-to-tail” menu using
only traditional pig breeds.
AWA-certified Palmetto Creek
Farms, FL, supplied a Hereford pig
to the winning chef at the Miami
competition, while Leaping Waters
Maryland's lawmakers have banned
the feeding of arsenic compounds
in intensive poultry systems.
Farm, VA, supplied a Red Wattle pig
which was used to win the Washington,
DC, competition. Cochon 555
culminates in a Grand Finale in Aspen,
CO, where the 10 winning chefs will
compete to become the "King/Queen
of Porc."
AWA FARM-TO-FARM SALES
AWA farmers can now sell breeding
or feeder stock, farm equipment or
supplies to other farmers using AWA’s
new online Farm-to-Farm Sales page.
Farmers can view current entries
and download the Farm-to-Farm
Advertisement Application Form at
www.AnimalWelfareApproved.org/
farmers/classifieds—or call
(800) 373-8806 for more information.
NEW AWA STAFF
AWA has recently appointed two new
staff members.
“We are delighted to welcome
Katie Baumer and Paul Servideo to
the team,” says Andrew Gunther,
AWA’s Program Director. “Katie joins
us as Communications Associate
and will guide our traditional and
social media communication activities,
ensuring that news from the program
and our farmers reaches the broadest
audience.
“Paul joins our Farmer and
Market Outreach team as Coordinator
for the Northeast region, taking over
for Brigid Sweeney, who recently
relocated to California. Paul will be
responsible for supporting new and
existing AWA farmers across the
region, as well as raising consumer
awareness about the wide-ranging
benefits of the AWA program.”
AWA EGGS HIT THE SPOT
AWA eggs are recommended as
the best choice for healthy, ethically
produced eggs, according to a review
by EthicalFood.com.
“In the absence of a local,
pasture-based farmer, you may have
to rely on labels when buying from a
grocery store,” advises EthicalFood.
com. “Animal Welfare Approved
is a comprehensive and rigorous
certification.”
Ensa
USDA LABEL APPROVAL
The USDA’s Food Safety and
Inspection Service has launched a
new online approval system for meat,
poultry, and egg product labels.
“The USDA is hoping this new
online system will streamline the
label approval process and allow
businesses to track their submissions,”
says Emily Lancaster, AWA’s Labeling
Coordinator. “Remember that AWA
can help you to design professional
food labels for your products and guide
you through the mandatory approval
process—all at no charge.”
For details of AWA’s
labeling service, visit www.
AnimalWelfareApproved.org/
farmers/labeling or contact Emily
Lancaster at (202) 618-4497.
HUMANE COYOTE CONTROL
AWA-certified Barinaga Ranch in Marin
Country, CA, was featured in the San
Francisco Chronicle in an article about
the increasing use of guardian dogs.
Marcia Barinaga of Barinaga
Ranch relies on Great Pyrenees
guardian dogs—rather than traps,
poison, or bullets—to protect her flock
of dairy sheep from coyotes. “I see
coyotes on the ranch all the time,” she
says. “But we have lost no sheep at all
to predators.”
PHOTO CORRECTION
The photograph of sheep on the back
cover of the Spring AWA Newsletter
was taken at Weirauch Farm and
Creamery in Petaluma, CA, and not
Border Springs Farm, as indicated.
We apologize for the error.

Deborah Stone: Getting Back to the Land
Deborah Stone sold her pioneering day spa business in 1999 to establish Stone Hollow Farmstead with
her family in Harpersville, AL. She now supplies award-winning goat cheese to several major retail outlets.
I come from a long line of Alabama gardeners and farmers,
so in my heart I always wanted to return to farming. After
leaving home, however, I trained as an aesthetician, opening
a day spa in Birmingham, AL, in 1989. At that time, it was
only the third day spa in the U.S.—and the only one in the
Southeast. It turned out to be a very successful venture and,
in 1999, we sold the business to a larger company.
After the sale my husband, Russell, asked “Well, what
do you want to do now?” I immediately said that I wanted to
go back to farming. I wanted my children to experience the
rural lifestyle that I enjoyed when growing up. We already
owned a small number of Hanoverian horses, so the initial
plan was to import more breed mares and set up a breeding
facility. We found suitable farmland just outside Harpersville
and called it Stone Hollow Farmstead.
One of my lifelong goals was to develop my own line of
medicinal skincare products, so I started growing therapeutic
herbs on the farm. In 2003, I launched the Botaniko skincare
brand, incorporating botanical extracts from herbs grown
and processed at our lab on the farm. Although we were
already growing vegetables to feed our family, I wanted the
farm to be completely self-sufficient, producing our own milk
and meat. We bought a small number of goats, and it wasn’t
long before I was making cheese with the excess milk. We
gave some to friends and family, and they loved it. Inspired
by other artisan producers, we began to build up the herd
and started selling cheese to local restaurants and grocery
stores, and soon we couldn’t keep up with demand. As luck
would have it, we were introduced to a local goat farmer,
Ralph Hayes. With his additional milk supply, we were
able to establish a dairy processing facility on the farm and
significantly increase production. It’s a great arrangement.
We have around 150 goats (Saanen for volume and
Alpine and Nubian for butterfat), with Ralph milking 80–100
Brian Francis Photography
Farm at a Glance
Farm: Stone Hollow Farmstead, Harpersville, AL
AWA certified: 2011
Size: 80 acres (plus grazing on linked AWA farm)
Altitude: 450 feet
Enterprises: 150 Saanen, Alpine and Nubian goats
producing 300 lbs of cheese a week. On-farm lab
producing skincare brand with farm botanical extracts.
Deborah Stone (right)
with her daughter,
Alexandra, who
is responsible for
product development
and public relations at
the farm.
at any one time.
We produce and
pack about 300
lbs of cheese a
week, using many
ingredients from
the farm, such
as chives, honey,
figs, olives, garlic,
tomatoes and basil.
We supply numerous high-end restaurants, as well as
retailers such as Whole Foods Market and Piggly Wiggly
stores, and recently started supplying KeHe Distributors,
one of the country’s largest wholesale distributors of
natural and specialty food products.
Selling to the food service industry
was tremendously helpful in building
our brand and it provided useful cash
flow while we developed our retail sales.
Good chefs are always looking for local
food and variety, but they’re busy people.
So if you are looking to supply them,
take product samples and professionally
designed point-of-sale information, and
then leave them to try it. Getting our
farm name on their menus really was
priceless promotion.
Alexandra Stone
Deborah Stone recently opened The Pantry
in Birmingham, AL, as a retail outlet for her
cheese and other farm products, with a lunch
and takeout farm-to-table menu. Visit www.
StoneHollowFarmstead.com.
Farmer Profile
Summer 2012
5

AWA Newsletter Support
6
Making the Most of Farmers Markets
Farmers markets can provide opportunities for farmers to market their products directly to the consumer.
We offer some key tips for new and veteran vendors alike.
By Stacy Miller, executive director, farmers market coalition
The rapid growth of farmers markets
over the last decade is more than
mere coincidence. I see it as the fruit
of a timely convergence of at least two
key factors: farmer demand for more
viable, human-scaled enterprises
and an awakening among citizenconsumers
that, yes, food can be
fresher, of higher quality, and available
in a system where one’s dollars really
can benefit the local economy.
Given that recent USDA
Economic Research Service data
shows that farmers receive, on
average, less than 16 cents for every
dollar spent on food in traditional
retail outlets, is it any wonder that 1.8
million acres of prime farmland were
lost to development between 2002 and
2007? That’s why it’s so heartening to
see a steady increase in the number
of farms that choose to market directly
to consumers. It’s also why—despite
occasionally being marginalized as
only for “hobby farmers”—farmers
markets can play a critical role in
Mike Suarez
There are now over 6,100 farmers markets
registered in the USDA Farmers Market
Directory—and numbers continue to rise.
revitalizing rural America and inspiring
the next generation to stay on the
farm and develop new enterprises in
response to local community demand.
Capturing a higher percentage of
the shoppers’ retail food dollar through
farmers markets isn’t easy, nor is it
viable for every farm or farmer. But for
those farmers who are willing to try
their hat at some of the tasks typically
performed by those in the market
research, retail, product marketing,
and transportation sectors, it can be
well worth it.
Since I was lucky enough to be
a producer and a manager before
working with the Farmers Market
Coalition (see box on opposite page),
I would like to offer four basic tips for
producers looking to sell at farmers
markets—whether you are a veteran
direct-marketer looking for a new
market or just starting out.
Understand the market
Not all farmers markets are created
equal, and it’s no surprise that wellmanaged
farmers markets tend to
yield higher returns for their producers
than ones eking by with informal, ad
hoc structures. As tempting as it is to
minimize one’s expenses, be wary of
farmers markets that require no fees
from vendors. Effectively promoting
a market requires the ongoing
education, empowerment, and
excitement of a continually expanding
customer base—and not just the
same old customers. That takes time,
skill, and a commitment that’s hard to
replicate year after year, as volunteers
burn out and transfer responsibilities
to someone else.
According to the USDA’s most
recent survey of farmers market
managers, markets with paid
management reported monthly sales
five times greater than those without
Eve Cohen
Ted Berg from Painted Goat Farm, NY, talks
to customers at New Amsterdam Market,
NY. Offering a small selection of samples will
attract potential customers to the stall—and
prove just how good your products taste.
paid managers. So take the time
to learn the mission of the market,
its governance and management
structure, and the kinds of
promotional and educational services
it offers to the community. It’s a good
sign if producers are elected to a
governing board or committee to help
represent the needs of the vendors,
and it ultimately improves the market
for everyone.
Price accordingly
Walmart doesn’t set its prices based
solely on perception of their shoppers’
willingness to pay, or by using your
prices as a reference point. Neither
should you. Know your costs of

Jean-Paul Courtens of Roxbury
Farm, NY, selling grassfed lamb
and pastured pork on the Animal
Welfare Approved aisle at the New
Amsterdam Market, NY.
production and make your price fair
both to yourself, your customers, and
the shoppers you haven’t even met
yet. Quality and freshness should be
your points of pride, so be ready to
very politely explain why your prices
might be higher than those at Food
Lion. For many of us, it is value—not
price—that matters most. Be willing to
offer refunds or credits for any product
that doesn’t completely satisfy.
Always clearly display or mark
your prices for each individual item.
If you wait for people to ask “how
much?” you’ve probably already
lost a good chunk of potential sales
from customers who will never bring
themselves to ask, or who suspect
you might change different prices to
different people.
Create a consistent image
Display signage at or above eye level
with your farm name and location, and
bring photos of your animals, where
appropriate. In the end, consumer
trust that you are treating your
livestock humanely comes from a
combination of certification (like AWA)
and knowing that animals actually
look well cared for in a comfortable
outdoor environment.
Don’t forget that much of your
business’s image has to do with
YOU. Whether you remember your
customers from the week before,
whether you smile, whether you ask
them how they’re doing, and whether
you take the time to patiently answer
their questions—even when, after
many hours on your feet and after little
sleep, you’re exasperated by their
confusion about organic vs. pastured
vs. free-range. With the plethora of
terms and claims on today’s food
labels, can you blame them?
Brigid Sweeney
Food safety
Make a commitment to keeping
your customers safe. Display copies
of any permits, certifications, or
licenses relevant to your businesses.
Every state and locality has different
guidances, and the Farmers Market
Coalition has compiled a stateby-state
chart of regulations and
resources pertaining to food safety at
farmers markets to help you become
familiar with the rules of the road
when it comes to accountability for
safe products.
As sustainable farmers already
know, legal tender is not the only
currency exchanged at farmers
markets. Trust is given and received,
and can often yield bigger dividends
than just cash alone.
Further Resources
Growing for Market, the leading trade
publication for farmers who market
direct, offers a free issue available on
their website devoted exclusively to
tips for selling at farmers markets. This
is a valuable resource and I encourage
a thorough read on a rainy day. Visit
www.GrowingforMarket.com.
Additional resources compiled
from around the country are
available in the Farmers Market
Coalition Resource Library at www.
FarmersMarketCoalition.org (select
“resource library” and “farm business
and marketing”).
Farmers market
coalition
The Farmers Market Coalition
(FMC) is a 501(c)(3) nonprofit
dedicated to strengthening
farmers markets for the benefit
of farmers, consumers, and
communities. With the support of
its members—including farmers
market managers, farmers, and
the nonprofits, individuals, and
businesses that want to see
farmers markets thrive—the
FMC acts as a national voice
for farmers markets through
education, networking, and
advocacy. Learn more or
become a member at www.
FarmersMarketCoalition.org.
Summer 2012
7

AWA Newsletter Technical
Mike Suarez
Grassfed cattle at Rain Crow Ranch, MO. Grassfed farming has a potentially vital role to play in helping to reduce greenhouse gas emissions
through carbon sequestration, where carbon dioxide is absorbed by the growing pasture and locked in the soil within the plant’s root system.
Grassfed Beef
is Greener—And
That’s a Fact
Feeding cattle on grass throughout their life-cycle is
the most environmentally sustainable way to raise beef,
according to a new report from the UK’s National Trust.
By peter mundy, writer/editor
As concerns over global greenhouse gas (GHG) emissions
and the potential impact of climate change have intensified,
the agricultural industry has come under significant
scrutiny—and not without good reason.
The Intergovernmental Panel on Climate Change—
the world’s leading body for the assessment of climate
change—declared that modern agriculture was responsible
for contributing more than 20 percent of all global manmade
GHG emissions in the form of carbon dioxide,
nitrous oxide, and methane. Similarly, a 2010 report by
the U.S. National Research Council on the future of U.S.
farming also vilified the livestock industry for its role as
the largest contributor of nitrous oxide and methane gas
in the U.S., along with the well-known pollution problems
associated with nitrogen and phosphorus in fertilizers,
manure spills and pesticides which have infiltrated surface
water and rivers.
The growing consensus for urgent action to reduce
global GHG emissions to avoid catastrophic climate
change has led to calls by some for a dramatic reduction
in—or even an outright end to—red meat production
and consumption. It is only relatively recently, however,
that scientists and policymakers have started to publicly
recognize the important distinctions between the different
types of beef production, and particularly the potential role
of a growing number of pasture-based farmers and ranchers
who are (quite literally) farming against the grain.
Mike Suarez
Slowly but surely, feedlot and confinement livestock
production systems have been singled out as being largely
responsible, both directly and indirectly, for the vast majority
of agriculture’s GHG emissions. At the same time, momentum
is now building behind the role of grassfed and pasture-based
farming systems in providing a truly sustainable source of
animal protein, as well as contributing to carbon sequestration
and helping to mitigate global GHG emissions.
Comparing GHG EmissionS
In response to mounting criticisms, proponents of industrial
farming systems have increasingly made the case that
intensive cattle systems—where large numbers of cattle are
confined in feedlots and fed a grain-based diet—are actually
much more efficient and environmentally friendly than
pasture-based farming systems.
Numerous commentators and organizations have
attempted to “debunk” the myth that grassfed beef is more
environmentally friendly by arguing that feeding animals
so they grow as quickly as possible actually increases the
efficiency of production by reducing the amount of GHG
emitted per pound of meat produced. Indeed, proponents of
such intensive farming systems argue that energy use and
GHG emissions per pound of beef is increased three-fold
in grassfed beef cattle; as a result, they claim the intuitively
environmentally friendly grassfed option has a far higher
resource and environmental cost.
Unfortunately, this argument continues to find fertile
ground among policymakers and the beleaguered livestock
farming community. Indeed, the prevailing opinion within the
agricultural industry is still that intensive farming systems
are somehow more “modern” and more “efficient” than
pasture-based systems. To fuel the growing global appetite
for meat and dairy products, and to feed the world’s hungry,
farmers are told that they must further intensify production.
As many readers will already be aware, however, AWA
has long made the case that such arguments just don’t
stack up—primarily because they consistently fail to take
8

®
Peak Experience Imagery
An aerial view of a Concentrated Animal Feeding Operation (CAFO), one of many thousands across the country. The U.S. feedlot system is
the largest and most concentrated in the world, with less than 5 percent of the nation’s feedlots marketing 80–90 percent of all U.S. beef.
into account the potential role that carbon sequestration
in pasture-based farming systems could play in offsetting
associated GHG emissions. This is why AWA welcomes
a new report entitled What’s Your Beef from the UK’s
respected National Trust as a timely contribution to this
ongoing and vital debate.
The National Trust is responsible for the management
of more than half a million acres of land across England,
Wales and Northern Ireland, much of which is farmed by
tenants. In 2010, the Trust commissioned a comprehensive
study into beef production to inform its understanding of
carbon management on its farmland. The aim was to assess
the GHG emissions of 10 tenanted farms that represented
a cross-section of the types of beef production systems
found on National Trust land, taking into account the
potential of carbon sequestration in mitigating associated
GHG emissions, and comparing the outcomes with other
published studies, including U.S. farming systems.
As the Trust points out, those who claim that grain-fed
cattle production systems have lower GHG emissions than
pasture-based farming systems usually rely solely on life cycle
assessment (LCA) to assess the GHG emissions from these
different beef production systems, despite the fact that this
narrow LCA-based view of emissions completly ignores the
wider aspects of sustainable land use. In the report, the Trust
compares grassfed systems with U.S. feedlot beef systems,
where cattle are reared on pasture for six months before being
weaned and moved to feedlots, confined with thousands of
other cattle, and finished on a diet based on corn, silage and
gluten feed, alfalfa hay, and soy meal. Feedlot cattle typically
gain 1–2 kg per day and are sold at 12–14 months old.
Comparing data on GHG emissions alone, the Trust concedes
that U.S. feedlot production systems initially appear to be
more carbon-efficient when compared to non-intensive farms.
This is largely because grain-fed cattle produce less methane
and have shorter life spans than grassfed cattle, as supporters
of intensive livestock systems are only too keen to seize upon
as evidence to support their claims.
However, the Trust states that when allowance is
made for carbon sequestration, it found that “UK and US
pasture-based systems in the scenario performed better,
in net carbon emissions, than the US feedlot.” Indeed, the
report shows that while the carbon footprint of grassfed and
U.S. feedlot systems were largely comparable, the ability
of well-managed grass pasture to absorb carbon from
the atmosphere through carbon sequestration on the less
intensive systems actually reduced net GHG emissions by
up to 94 percent.
Grassfed Beef: an Efficient USE OF Land
The Trust also highlights the fact that grazing livestock is
an efficient way to utilize marginal grasslands and grassbased
habitats that are not suitable or capable of growing
arable crops for direct human consumption. Effective
grassland management also helps to support a range of
ecosystem services, including managing our water resources
and helping to improve biodiversity and providing wildlife
habitats. As What’s Your Beef explains, when the true
benefits of pasture-based farming to ecosystem services and
human health are included, extensive grazing on grassland
represents “the best use of this resource to produce food for
people.” At AWA, we couldn’t agree more. Download What’s
Your Beef at www.NationalTrust.org.uk.
Grassfed Primer
The
Your guide to the benefits of grassfed beef
The Grassfed Primer
AWA's The Grassfed Primer
outlines the benefits of grassfed
farming for the environment,
for farm animal welfare, and
for our health. The 18-page
booklet contains full scientific
references. Download
a free copy at www.
AnimalWelfareApproved.
org/grassfed.
Summer 2012
9

AWA Newsletter Notes from the Field
10
Addressing Public Complaints
By Tim Holmes, Lead Auditor
Complaints about AWA farms are very
rare. However, we take all complaints
seriously and follow a strict protocol in
every case to determine the validity of
the complaint as quickly as possible.
Most complaints arise from simple
misunderstandings about a farm’s
practices and/or how the standards
apply, and are resolved at the farm
level. Maintaining good communications
with your customers, neighboring farms,
and the local community is essential
to avoid potential misunderstandings
about your farm management practices.
If you do receive a complaint you
should keep a record of the incident.
We also strongly recommend that you
contact the program—particularly where
allegations relate to animal welfare or
environmental management.
Complaints received by the
program usually involve concerns
that farms are not meeting AWA
standards, such as by not providing
access to pasture or sourcing market
animals from non-approved farms. The
procedure for all complaints made to
the program begins with an immediate
David Jones
review of the farm’s latest audit and
any recent communication between the
farm and the program. If this does not
help to resolve the complaint, then we
will contact the farmer and, if necessary,
conduct a full re-audit to verify that AWA
standards are being achieved.
If we establish that there is
insufficient evidence to support
the complaint, we will contact the
complainant to advise them that we are
confident that the farm is compliant with
AWA standards. If the complainant is
still not satisfied they can appeal to the
AWA Approval Board. However, if the
complaint is found to have merit, we will
refer the case on to the AWA Approval
Board and advise the complainant
that the farm’s status in the program is
under review.
This protocol ensures that every
complaint is handled openly and fairly
for all parties involved, and that the
integrity of the AWA seal is maintained.
For more information, see the Animal
Welfare Approved Policy Manual at
www.AnimalWelfareApproved.org/
standards/policy-manual.
Good communications with neighboring farms and the local community will help
to avoid potential misunderstandings about your farm management practices.
Pete Aylward
AWA's new Technical Advice Factsheet
is designed to provide farmers in the
program with advice on avoiding the
teeth clipping of piglets.
Teeth Clipping
Avoiding the Need to Teeth Clip
Piglets is the latest addition to
AWA's Technical Advice Fact
Sheet range.
This new Fact Sheet provides
hog farmers who are participating
in the AWA program with scientific
information and practical advice
about teeth clipping of piglets. Key
topics include why teeth clipping
is traditionally carried out, the
problems associated with teeth
clipping, and management of the
sow and litter to avoid potential
problems that induce farmers to
resort to teeth clipping.
Download a copy of Avoiding
the Need to Teeth Clip Piglets at
www.AnimalWelfareApproved.
org (select "Farmers" tab, then
"Technical Support") or call
(800) 373-8806.

Chris Kerston of Chaffin Family Orchards, California
Since March, over 40 new farms have joined the AWA program. Here, we meet Chris Kerston, who manages the 2,000
acre mixed operation at Chaffin Family Orchards with farming partners, Kurt and Carol Albrecht.
Where do you farm?
We farm about 2,000 acres in Oroville, CA, which is about an
hour north of Sacramento. The farm was founded 100 years
ago on olive trees. We have 200 acres of among the oldest
olive trees in the country, as well as 50 acres of heirloom
stonefruit orchards and 50 acres of 50-year-old citrus, and
some figs, pomegranates, pears, and persimmons. We also
produce grassfed beef and goat, traditional Shetland sheep
for wool, and pasture-raised eggs. We utilize permaculture
principles and integrate livestock into our orchards. During
the summer months we won’t see rain typically for 6–8
months, so the livestock benefit from the irrigated grasses
under the orchard and the shade from the trees.
Who are your CUSTOMERS?
We sell exclusively through local farmers markets, onfarm
sales, and regional buying clubs in places like San
Francisco, Sacramento, Tahoe, Reno and Southern
California.
How do you like being part of the AWA program?
I’m very impressed by the support we receive. The marketing
benefits offered by AWA are huge. All the marketing
materials are provided for free (see below). We go to events
and conferences across the West Coast and AWA helps to
ensure that we can best convey the animal welfare story to
our customers. Visit www.ChaffinFamilyOrchards.com.
Meet the Farmer
The AWA seal is recognized
nationwide and provides
visibility and credibility—at no
cost to farmers. Learn more
about the program at www.
AnimalWelfareApproved.org.
Sheep (left) benefit from the irrigated
apricot orchard, with good summer
grazing and shade from the sun;
Katie and Chris Kerston (right), with
their four-year-old son, Danny.
(Photos by Chaffin Family Orchards)
Free AWA Marketing Materials—Order Today!
Farmers in the AWA program can
order a wide range of AWA marketing
materials—all free of charge.
Designed to help raise consumer
awareness and promote your
business, our marketing products
include quality metal farm gate
signs, vinyl banners (perfect for
farmers market stalls), rolls of AWA
logo stickers, and vendor window
clings for restaurants and stores.
These products will help ensure your
customers know you are selling food
from animals raised with the highest
welfare standards.
We can also supply informative
consumer leaflets, free pens, post-it
notes, buttons, pens, refrigerator
magnets—even fun temporary
tattoos for kids of all ages—to give
to your customers. Why not order a
handful of farmer brochures or extra
copies of the AWA Newsletter to
share with your neighboring farms?
AWA promotional materials are
available at no cost to farmers in the
program. Just fill out the online order
form with what you need. Please
allow 1–2 weeks for delivery. You can
order additional products at any time.
Submit your order at www.
AnimalWelfareApproved.org/
farmers/materials or call
(800) 373-8806.
Amanda Kisner
Summer 2012
11

newsletter
1007 Queen Street, Alexandria, VA 22314
AWA has been a huge help in getting
us in front of potential retailers, and the
certification proves to our customers that
we really are mindful farmers.
—Deborah Stone, Stone Hollow Farmstead,
Harpersville, AL (see page 5).
@AWAapproved
www.facebook.com/AnimalWelfareApproved
WHY JOIN
ANIMAL WELFARE
APPROVED?
Mike Suarez/Parker Farm, NC
• No cost: Free annual farm audits
• Practical and science-based standards
• Qualified auditors
• Marketing assistance and support
• Technical advice
• Online directory listing
• Labeling design service
• Promotional materials
• Press support with national and local media coverage
• Grants up to $5,000
AWA certification lets consumers know your animals were sustainably raised on
pasture or range with the highest welfare standards. All at no charge for farmers!
To learn more visit www.AnimalWelfareApproved.org or call (800) 373-8806
www.AnimalWelfareApproved.org • 1007 Queen Street • Alexandria, VA 22314 • Tel: (800) 373-8806 • Fax: (202) 446-2151