Farm Sanctuary Releases Report on "Humane" Meat Labels

Organization launches "Truth Behind Labels" campaign to advocate for
transparency in animal welfare standards
WATKINS GLEN, N.Y.--(Business Wire)--
Farm Sanctuary, the nation`s leading farm animal protection organization, today
released a new report that thoroughly evaluates the animal welfare claims made
by agribusiness industry groups, food retailers and third-party certification
organizations. As the most comprehensive report of its kind, "The Truth Behind
the Labels: Farm Animal Welfare Standards and Labeling Practices" analyzes the
criteria used to define such commonly-used marketing phrases as "humane," "free
range" and "naturally raised."

As more consumers have learned about the animal welfare concerns related to
factory farms, they have increasingly demanded that farm animals receive better
treatment. They have also shown that they are willing to pay a premium for meat,
milk and eggs from so-called "humane" farms. This growing demand has led to the
creation of more than a dozen animal welfare assurance schemes sponsored by
industry groups, food retailers and third-party organic and humane certification
organizations. Government-regulated animal welfare labels and marketing claims
have also emerged and expanded.

According to Farm Sanctuary Co-founder and President Gene Baur, "Most people
will be surprised to learn that even the most stringent standards often fail to
meet their expectations about how animals should be treated. For example, in
many of these labeling schemes, 'free range' birds still spend their entire
lives tightly packed together in sheds, physical mutilations like debeaking and
tail docking are still allowed, and there are no requirements for outdoor access
for some species. We developed this report to provide the facts and increase the
transparency of the labeling process so the public knows what they are
purchasing."

"The Truth Behind the Labels" is an updated and expanded version of a 2005 Farm
Sanctuary report entitled "Farm Animal Welfare: An Assessment of Product
Labeling Claims, Industry Quality Assurance Guidelines and Third-Party
Certification Programs." Farm Sanctuary`s labeling reports remain the only
comprehensive analyses of animal product labeling schemes ever published to help
today's consumers understand the process. The creation of this report has led to
the launch of Farm Sanctuary`s Truth Behind Labels campaign which serves to
educate consumers about the reality of these labeling schemes and to advocate
for transparency in animal welfare standards.

Farm Sanctuary has produced two versions of "The Truth Behind the Labels" to
meet the needs of different audiences. One is a 16-page summary booklet designed
for consumers, and the other is a 68-page report for academics in university
agriculture departments and other specialists (such as government officials
working for the USDA and the Food and Drug Administration) who are studying
these issues for the purpose of policy formation.

Farm Sanctuary's summary booklet and report entitled "The Truth Behind the
Labels: Farm Animal Welfare Standards and Labeling Practices," is available at
www.farmsanctuary.org.

About Farm Sanctuary

Farm Sanctuary is the nation's leading farm animal protection organization.
Since incorporating in 1986, Farm Sanctuary has worked to expose and stop cruel
practices of the "food animal" industry through research and investigations,
legal and institutional reforms, public awareness projects, youth education, and
direct rescue and refuge efforts. Farm Sanctuary shelters in Watkins Glen, N.Y.,
and Orland, Calif., provide lifelong care for hundreds of rescued animals, who
have become ambassadors for farm animals everywhere by educating visitors about
the realities of factory farming. Additional information can be found at
farmsanctuary.org or by calling 607-583-2225.

Farm Sanctuary
Tricia Barry, 607-583-2225 ext. 233
tricia@farmsanctuary.org

Copyright Business Wire 2009