Summer 2012 Animal Welfare Approved Newsletter

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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
Page 1: SUMMER 2012 Volume 5 Issue 2 newsle
Page 5 and 6: Deborah Stone: Getting Back to the
Page 7 and 8: Jean-Paul Courtens of Roxbury Farm,
Page 9 and 10: ® Peak Experience Imagery An aeria
Page 11 and 12: Chris Kerston of Chaffin Family Orc

Summer 2012 Animal Welfare Approved Newsletter

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