No one takes health and fitness more seriously than today’s top football players. So isn’t it kind of absurd that as we watch Sunday’s game we will all be bombarded by advertisements for some of the unhealthiest junk food imaginable? And as we admire the speed, strength and agility of our gridiron heroes, chances are that most of the millions of chicken wings and burgers that will be consumed at Super Bowl parties across the U.S. will have come from industrialized livestock farming systems that are damaging to the environment, to animal welfare, and ultimately to our own health.

As two titans of the football world clash this Sunday, there is one Titan football player who is already leading by example. Will Witherspoon is linebacker for the Tennessee Titans – and a sustainable farmer. Will is passionate about producing healthy and nutritious food on his Animal Welfare Approved Shire Gate Farm near Owensville, Missouri. As a professional athlete involved in one of the world’s most physical sports, Will is particularly aware of the health benefits of grassfed, high-welfare farming.

“My cattle are raised as nature intended, on grass, and aren’t fed growth hormones, antibiotics or other unnatural additives,” says Will. “As a pro football player, I can’t take over-the-counter cold medicine without letting my trainer know about it. So why would I want my kids eating beef from cattle fed hormones or routine antibiotics?”

Dear Friends,

As the year comes to an end, it’s a tradition of mine to write a note of gratitude to our friends, farmers and ranchers, consumers, advocates, donors, and everyone else who has helped give the future of sustainable farming room to grow and flourish.

And what a year it has been! Animal Welfare Approved has yet again experienced a fantastic year of growth and innovation, driven by the ever-increasing demand for healthy, environmentally friendly and high-welfare products. Here are some highlights of significant milestones we have achieved over the last year. None of this could have been achieved without your continued support.

As public interest in ethically produced food continues to flourish even in such difficult economic times, it’s perhaps somewhat inevitable that food businesses jump on the “grassfed” bandwagon. We’ve seen it happen with organic, where some of the rules that farmers and food manufacturers must follow in order to use the coveted organic label have been watered down or manipulated. This has happened to such an extent that many well-meaning organic consumers would now struggle to differentiate between some larger ‘organic’ operations and their industrial cousins. The same thing is now happening with the term “grassfed.” While the range of products, labels and brands that make grassfed claims grows day by day, the sad reality is that some of the grassfed meat, milk and cheese you can buy probably shouldn’t be labeled grassfed at all.

Fortunately, Animal Welfare Approved has just published an 18-page booklet called The Grassfed Primer to cut through the confusion surrounding the term “grassfed” and to help the public to understand the wide benefits that real grassfed farming systems can have for the environment, for farm animal welfare, and for our health.

We are pleased to announce that the in-depth guide to the benefits of grassfed beef is now available from Animal Welfare Approved. The Grassfed Primer: Your Guide to the Benefits of Grassfed Beef covers the history of U.S. beef production and the rise of modern intensive farming systems, and provides a detailed description of the wide-ranging benefits that grassfed cattle systems can have for human health, the environment and animal welfare.

As the range of products, labels, and brands making grassfed claims continues to expand, The Grassfed Primer is designed to cut through the confusion and provide an informative, easy-to-digest introduction to the benefits of real grassfed and pasture-raised beef.

The 20-page publication includes chapters titled “Grassfed, health, welfare and the environment,” “The problem with feedlots” and “How do I know it’s grassfed?” Written in an accessible and informal style, the booklet also contains full scientific references for further reading and research.

McDonald’s has just discovered bigger isn’t always better. McDonald’s – one of the nation’s largest egg purchasers – has just dropped Sparboe Farms, one of the biggest egg producers in the U.S. after undercover filming showed abuse of chicks and hens at facilities in Iowa, Minnesota and Colorado.

McDonald’s is finding out that there is a price to be paid for dealing with industrial egg producers like Sparboe. By their very design these industrial systems fail to meet the needs of the hens, fail to protect the consumer from health problems such as Salmonella and fail to provide farm workers with a safe and positive working environment. However, McDonald’s Europe boasts a much more sustainable supply chain – in fact, over 95% of all eggs used by McDonald’s across 21 European countries are either free range or cage free “barn” eggs. Why then can McDonald’s in the U.S. not learn from its European operation?

Animal Welfare Approved has an annual tradition of taking a moment to thank the family farmers who work so hard to produce healthy and environmentally responsible food for our communities. Farming is not an easy job, and we want to encourage AWA friends and followers to take this opportunity to appreciate farmers you know for their contribution to our holiday tables and to our tables every day.

As the only national nonprofit organization that audits, certifies and supports farmers raising animals on pasture, we are fortunate to have become the most highly regarded food label for sustainability and outdoor farming systems.

With an ever-growing family of certified farms, AWA helps consumers find sustainable, pasture-raised products and connect with the farmers that produce them. We encourage you to seek out AWA farms and purchase their products this holiday season as a way to support pasture-based farms. Please also use this forum and social media to share your thanks.

USE THE COMMENT BOX BELOW TO SHARE YOUR THANKS TO FAMILY FARMERS. OR… to use Twitter to thank family farmers, use the hash tag #ThankAWAFarmers. On Facebook, use @Animal Welfare Approved to tag your message. We will share all of these messages with AWA farmers!

Food is a central focus of any holiday, but it has impacts far beyond the table. While the majority of farm animals are raised in extreme confinement, numerous studies have shown that pasture- and range-based farming is better for the environment and brings a wide range of benefits to both animals and consumers.

Our farmers are providing good, healthy food from animals raised according to the highest standards and are moving us all towards a more sustainable future. Every animal we raise outdoors on pasture brings an environmental benefit to us all – in responsible nutrient management, soil conservation and lower environmental impact.

Join us in celebrating these farmers who work so hard to feed us and who are truly stewards of our planet.

When a government’s independent advisory agency on human health publicly objects to proposals for a new industrial hog operation because of the risks it poses to human health, people tend to take heed.

This is exactly what has happened in a small but very significant planning battle taking place in Great Britain. Midland Pig Producers (MPP) has applied to build a state-of-the-art indoor hog production unit in Derbyshire, which would hold 2,500 sows and produce around 1,000 hogs a week for slaughter – one of the biggest industrial hog farms in the country. But in what might prove to be a fatal blow to MPP’s plans, the Health Protection Agency (HPA) – the U.K. government’s independent advisory body on health – has raised a number of human health concerns about the proposal, including the fact that “recent research has found that those living up to 150m [165 yards] downwind of an intensive swine farming installation could be at risk of adverse human health effects associated with exposure to multi-drug resistant organisms.”

Have we just witnessed Big Ag’s first legislative strike against labeling of genetically modified foods in one of Big Ag’s home states?

North Carolina Rep. Glen Bradley, an advocate for consumer rights introduced a bill earlier this year to require labeling of genetically modified foods. House Bill 446 sought to require “labeling of food and milk products sold in this state that are or that contain genetically modified food and or milk and milk products from animals that have received recombinant bovine growth hormone (rBGH).” First introduced on March 23, 2011 it was passed the very next day to the Agriculture Committee where it promptly withered and died. A representative from the office of House Bill 446 co-sponsor Rep. Bill Faison told us that it was highly unlikely to be revived this year.

If I were a cynical person, I would speculate that we have Big Ag to thank for this bill’s death. Why? Because industrial agricultural companies are the only entities that profit from our ignorance of what is in our food.

One of the things I love most about my job as program director at Animal Welfare Approved is that I get to meet people who are literally changing the world from the ground up. Ron Finley is the perfect example, except that he’s not the typical farmer or rancher whom I usually meet. He grows fruit and vegetables on an urban community garden: a 10ft by 150ft strip of land between the sidewalk and the curb in front of his house in Crenshaw, south central Los Angeles.

I bumped into Finley at the recent Good Food Festival in Santa Monica, CA. We got talking and he told me about his recent successful fight with city bureaucrats over his community garden and the grassroots initiative he’s set up to help urban communities to grow healthy, organic food for themselves. From the outset I liked the man, and we were clearly fighting the same fight, just on very different fronts. His story was as inspirational as anything I had seen or heard before.

When it comes to public relations there is spin and there is downright deceit. A recent press release from the National Pork Producers Council (NPPC) on the potential link between antibiotic resistant bacteria and industrialized farming definitely falls into the latter category. At issue here is a statement released by National Pork Producers Council President Doug Wolf on the new Government Accountability Office report, “Antibiotic Resistance: Agencies Have Made Limited Progress Addressing Antibiotic Use in Animals.” Wolf says, “Not only is there no scientific study linking antibiotic use in food animals to antibiotic resistance in humans, as the U.S. pork industry has continually pointed out, but there isn’t even adequate data to conduct a study.” He continues, “The GAO report on antibiotic resistance issued today confirms this.”

Wolf’s comments are hogwash and he knows it. The truth is that the GAO report does nothing of the sort, nor was that ever its intention. Even from the report title it’s already pretty clear what the overall conclusion is: key government agencies – namely the Departments of Health and Human Services (HHS) and Agriculture (USDA) which are primarily responsible for ensuring food safety in the U.S. – are not doing enough to combat the growing threat of antibiotic resistant bacteria to public health.