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.

AWA Grows on the West Coast

Farmers and ranchers in the West Coast region can now benefit from even greater AWA support following the appointment of two new Farmer and Market Outreach Coordinators. Beth Spitler (Southwest) and Eve Cohen (Central and Northwest) will work across the West Coast region to support new and existing AWA farmers and to raise consumer awareness about the program. This represents a considerable increase in our ability to provide sustainable farmers in the West Coast region with access to free marketing and technical support.

AWA Invited to Multiple Major Marketing Events

KeHe Distributors is one of the country’s largest wholesale distributors of natural and specialty food products, serving more than 33,000 food retailers across the North America. In recognition of the growing importance of our label in the marketplace, AWA was invited to attend associated retail shows in September to promote the program and benefits of AWA products to countless vendors and retailers across KeHe’s distribution chain. We hope that this is the start of new market opportunities for AWA farmers and ranchers in 2012 – and the wider availability of AWA-certified food to consumers across the U.S.

AWA Welcomes Young Farmers

Perhaps the most significant development in 2011 was the certification of two new farmers to the program – both aged 12. Shelby Grebenc of Happy Chapped Chicken Butt Farm in Broomfield, CO, and Wyatt Schenker of Schenker Family Farms in McCune, KS, are the youngest farmers in the program and both are approved for laying hens. These two remarkable individuals have a maturity and presence beyond their years, and represent the future foundation of sustainable farming.

First AWA Restaurant Opens

Grazin’, in Hudson, NY, is a modern take on the classic 1950s diner, serving locally sourced and sustainably produced meals. All meat, dairy and eggs are Animal Welfare Approved – a truly outstanding achievement for all involved. We were delighted to support the development of this exciting initiative and look forward to welcoming other restaurateurs who are seeking to serve a truly sustainable menu.

State of the Plate DC

More than 200 farmers, restaurateurs and consumers came together in October at the State of the Plate DC conference to discuss ways to strengthen the supply chain for meat, cheese and eggs from sustainably raised animals in the Washington, DC area. Organized by AWA, in cooperation with the Restaurant Association Metropolitan Washington and hosted by George Washington University’s Urban Food Task Force, the event was designed to bring individuals from every level of the hospitality supply chain together under one roof. We are looking at opportunities to roll out this event in other areas in 2012 and beyond.

AWA Achieves Increasing Media Attention

In addition to wide circulation of AWA’s blogs, we are now receiving a tremendous amount of local and national media attention. Two particular highlights include AWA’s Emily Lancaster’s appearance on a “My Carolina Today” television segment with Edible Piedmont and AWA being the only independent label recognized in Real Simple magazine’s special consumer guide to buying steak. We look forward to highlighting the work of our farmers and ranchers to the media in 2012.

AWA Egg Cartons

Following discussion with some of our certified farmers, we were proud to launch a new low-cost branded egg carton for poultry farmers. Made with 100 percent reclaimed paper, the new dozen-egg carton enables AWA family farmers to market eggs locally using the trusted AWA brand alongside farm-specific information. We are confident the carton will result in higher levels of sales and are exploring other packaging options.

AWA Publishes New Publications

One of our key objectives is to raise public awareness of the benefits of high-welfare, sustainable farming, and to highlight the inherent problems with industrial farming systems. In 2011, we were proud to launch two new informative publications. Food Labeling for Dummies: A definitive guide to common food label terms and claims is designed to help decipher the most common terms and claims found on today’s food packaging, while The Grassfed Primer: Your guide to the benefits of grassfed beef offers a clear description of the benefits of grassfed and pasture-raised beef. We also redesigned the AWA newsletter to ensure it keeps readers up to date with relevant news, to highlight inspirational models, to address technical issues, and to promote our free services.

New Standards

During 2011 AWA developed new standards for rabbit farming, which join our range of standards for all commonly domesticated farmed animals. The individual standards, which are available online, address every aspect of each species’ lifecycle needs – from birth all the way to slaughter. The strength of our standards is reflected by the fact that AWA program was acclaimed as a “highly meaningful label” by Greener Choices, the food label evaluation arm of Consumer Reports.

Annual Auditor and Staff Training

Finally, for the first time AWA marketing staff joined the auditors in Raleigh, NC, for annual training. As the program grows it is important to ensure effective communication between staff members and teams, who often work some distance apart. Auditors participated in on-farm and classroom standards and auditing training, while marketing staff discussed future strategy.

Looking to the Future

Despite difficult economic times, growing numbers of people across the U.S. are recognizing the inextricable link between the way we farm, the way we raise our animals, the way we treat our environment, and our health and well being. So while I am the first to accept that we face significant challenges ahead, I am also confident that 2012 will bring us a step closer to the goal of changing how we feed ourselves.

I would like to take this opportunity to wish you all a happy holiday season and a prosperous, healthy, and sustainable New Year.

Andrew Gunther
Program Director
Animal Welfare Approved

Farmers and processors can use the information in AWA’s new online labeling resource to help distinguish their pastured products in the marketplace, and consumers and retailers will be able to use these resources to ensure they are sourcing sustainable products. AWA farmers interested in using AWA’s free labeling service should contact Emily Lancaster at Emily@animalwelfareapproved.org or (202) 618-4497.

The launch of AWA’s new labeling section coincides with the release of “Food Labeling for Dummies,” AWA’s new comprehensive guide for consumers. The guide dispels some of the common misconceptions in food labeling and is available for free download here. Program Director Andrew Gunther explained the guide’s evolution: “We were first approached by a group of chefs who were bewildered by the array of label claims. They wanted a one-stop resource for accurate information that could be used in their everyday purchasing decisions. What we ultimately created has gone far beyond that to serve anyone engaged in cooking or eating – from the home cook to the school cafeteria to the five star restaurant.”

These new labeling resources are part of Animal Welfare Approved’s ongoing commitment to accuracy and transparency in food labeling. Feedback on the new labeling site and guide is appreciated as these resources evolve to serve the needs of farmers and consumers.

The State of the Plate DC (www.StateofthePlateDC.net) daylong conference is set for Monday, October 17, 2011 at George Washington University’s Marvin Center and will feature a series of panels and notable speakers, focused on sharing best practices, information, and strategies. The event is designed for chefs, restaurateurs, distributors, farmers, ranchers, food leaders, students, faculty and those interested in the topic.

Ultimately, producers want to sell meat and restaurants want to buy it. This event will allow both producers and chefs/restaurant owners to discuss the terms of the trade via lively discussions, and then potentially engage in actual deal‐making that satisfies the needs of both groups. Designed to share information in a positive format, focus will be on sustainable farming, animal product preparation, the myths and realities of food labeling, and supply chain management.

This event is organized by Animal Welfare Approved, the industry leader in auditing and certifying family farms that raise their animals sustainably, outdoors on pasture or range according to the highest welfare standards. The co‐organizer is Educated Eats (the education foundation arm of RAMW), dedicated to creating the next generation of culinary professionals. The George Washington University’s Urban Food Task Force is the event’s key collaborator.

“DC chefs are increasingly renowned for their commitment to top‐quality, sustainable, healthy, and delicious foods. I’m delighted to see more of them entering the dialogue about sustainable and high‐welfare farming. State of the Plate DC fits well with the mission of George Washington’s Urban Food Task Force; it offers hands‐on opportunities for chefs and producers to work together in advancing the conversation about food policy and action,” says Diane Robinson Knapp, Chair, The George Washington University Urban Food Task Force.

Animal Welfare Approved program director Andrew Gunther added, “We believe that attendees will gain a better understanding of the challenges and rewards of developing sustainable food supply chains, but even more importantly, participants will have the opportunity to meet with and taste products from farmers already delivering solutions.”

“Educated Eats is thrilled to be working with our partners on this sustainable meat conference, continuing our series of seminars for our members,” says Gregory Casten, Chairman of the Board of RAMW. “We look forward to raising awareness for chefs and restaurateurs about the many benefits of sustainable farming practices‐‐including raising animals outdoors on pasture or range. Using sustainably raised animal proteins can help improve a restaurant’s image, efficiency and performance.”

Tickets: $55 includes continental breakfast and boxed lunch from 8:30 am to 5:00 pm. Advance registration is required. Seating is limited so be sure to register early. To register online visit www.StateofthePlateDC.net. From 5:00‐6:30 pm a sustainable meat tasting reception will bring together members of the RAMW with farmers, distributors and processors.

Location: The conference will be held at the George Washington University’s Marvin Center, 800 21st Street, Washington, DC 20052.

Questions: Contact Laura Colombi with questions at (202) 446‐2138.

Members of the press are encouraged to contact Beth Hauptle at (202) 446‐2155 to reserve complimentary press passes.

“AWA is helping to open up a whole new market for me,” says AWA Farmer Tim Koegel of Windy Ridge Natural Farms.  “The NYC market is creating exciting opportunities to expand my business and that of other farmers in my area while potentially supplying hundreds more consumers with AWA and Certified Organic eggs.“

Dickson’s Farmstand Meats seemed the perfect pick-up point for the eggs because of its central location at the Chelsea Market and because owner/butcher Jake Dickson has demonstrated a commitment to working with local pasture-based farmers at his artisanal butcher shop.  The recent addition of Chef David Schuttenberg, long time supporter and friend of AWA, to the Dickson’s team was also a huge bonus.  “I’ve been eager to work with AWA ever since I heard about their work on creating a supply chain to connect Western NY farmers to NYC consumers,” says Jake.  “AWA’s reputation for having the highest standards will bring a steady stream of new and loyal customers into Dickson’s.”

AWA program director, Andrew Gunther, is excited about this first step because he sees a tremendous amount of potential in bringing Western NY farm products to the NYC consumer.  “Tim Koegel’s pastured egg production is unparalleled,” Andrew says of choosing Windy Ridge for this first phase of the initiative.  “He’s an excellent businessman and even more importantly he’s an extraordinary AWA poultry farmer who brings fierce integrity to the way he treats his animals and his customers. Windy Ridge Poultry is a perfect fit for leading the charge for the Western New York farmer connection to the NYC consumer.”

To sign up, please visit Windy Ridge’s website.

AWA Rare Earth Farms Supplies Beef to Bella Mia:
“Restaurant of the Year”

The Raleigh News & Observer’s restaurant critic Greg Cox came out with his annual recognition for local restaurants today. Topping the list as “Restaurant of the Year” is the new Bella Mia, the coal-fired pizzeria in Cary, NC. According to Cox, “Its blistery-crusted pies immediately raised the bar far above anything the area has ever seen.” AWA is proud to announce that all of the beef used by Bella Mia is supplied by Rare Earth Farms of Zebulon, NC.

Rare Earth partners Karl Hudson and Mann Mullen raise 125 grassfed Angus crosses on pasture, with no antibiotics, no added hormones and no animal by-products. Mullen has been farming all of his life while Hudson has returned to his farming heritage after a career in retail management. Rare Earth Farms uses rotational grazing to provide quality forage and Karl says he has some of the friendliest cows around. “We take people out to see the cows, and they just come right up to you.”

Karl recounts how he met chefs Louis and Anthony Guerra at the State Farmers’ Market and began to talk with them about Rare Earth and its AWA certification. Louis wanted to see for himself and spent a half day at the farm. The farm obviously impressed Louis as all of the beef served at Bella Mia is AWA certified from Rare Earth Farms.

Animal Welfare Approved farms also supplying Gold, Silver and “Best in Class” award winners include Border Springs Farm (lamb), Cane Creek Farm (pork), Captain John S. Pope Farm (lamb), Cohen Farm (eggs), Fowl Attitude Farm (eggs), and High Ground Farm (eggs).

“We are proud of these farms that are providing high quality products to high quality restaurants in the Triangle region,” said Andrew Gunther, Program Director for AWA. “In addition to AWA farmers’ presence in major retailers, they are making a big splash in the best restaurants in the U.S.”

Animal Welfare Approved audits and certifies family farms that raise their animals with the highest animal welfare standards, outdoors, on pasture or range. The World Society for the Protection of Animals (WSPA) has lauded these standards for two years running as being the most stringent when compared to other third-party certification programs. Visit Animal Welfare Approved’s website for an online directory of approved farms (now in 42 states), as well as restaurants, shops and markets where AWA farmers’ products are sold. Choose the one independent food label that means healthy, safe, environmentally responsible and humanely raised.

For details on winning restaurants and farms that supply them read the press release.

The World Society for the Protection of Animals (WSPA) has lauded AWA’s welfare standards for two years running as being the most stringent in the U. S. Ecosalon.com (author Vanessa Barrington) says Animal Welfare Approved is “the best of the best” when it comes to humane farming.

Animal Welfare Approved farms are now in 42 states as well as Canada. That means AWA products are becoming more readily available.  “AWA products can be found at the farm gate, farmers’ markets, national and regional retailers, and restaurants,” says Andrew Gunther, AWA program director. “The good news for consumers is that sustainable, high-welfare farms are growing in numbers. Sustainable farming is losing its quaint, niche persona, as AWA farmers prove on a daily basis. We have individual farms and cooperating farm networks supplying retailers and restaurants all over the country. This directory is yet another connection between the consumer and the farm.”

On this new directory you’ll find listings for AWA farms, farmers’ markets, restaurants, grocery stores and online shopping sources that will help bring better quality foods to your table.  “Each week we receive countless requests from consumers who want to know where they can find AWA products,” says Gunther. “Our online directory will make it easier for people to find products from farms where animal welfare and the environment really do come first.”

The legendary Poag Mahone’s, of the Rosenthal Group, is the very first restaurant in Chicago to be serving this prized beef. Poag Mahone’s  has been named as  one of the best burgers in America by Oprah Winfrey, and GQ magazine declared Poag Mahone’s as serving one of “Top Twenty Burgers You Must Eat Before You Die.” Animal Welfare Approved director Andrew Gunther says  “ the AWA label is going to help make Poag Mahone’s burgers  NUMBER ONE .”

Dan Rosenthal says he’s proud to be serving meat that bears the AWA label.  “There’s no question that the treatment of animals is one of the top priorities that we’re seeking in the continuation of our purchasing program,” says Rosenthal.  He adds, “It’s not only the humane treatment of the animal, but what the animal is fed and what impact the farming system has on the environment and the quality of the meat people are consuming. AWA certification gives us the total package.”

Finding just the right humanely raised beef for Poag Mahone’s was no easy chore. Rosenthal tried meats from as far away as Uruguay until he came across the renowned stock of American Grass Fed from Missouri. AWA’s American Grass Fed worked extensively with Dan to get just the right blend of beef to maintain that classic Poag Mahone’s burger flavor.

Poag Mahone’s is using AWA beef in other dishes, too, and one of those is Rosenthal’s favorite—Guinness Beer Beef Stew. He says diners get two bonuses for the price of one out of the stew.  “You get nutrition and you get a little high from having this Guinness marinated product. It’s such a great combination of flavors.”

Animal Welfare Approved staff will be on-hand to run contest giveaways of limited edition AWA “I  (HEART) Pastured Pork” T-shirts and backpacks, apply temporary tattoos, and answer questions about farm animal welfare and the Animal Welfare Approved program. “We’re proud of our farmers and proud of our program,” says Animal Welfare Approved Program Director Andrew Gunther. “Since we can’t really shout it from the rooftops, we thought t-shirts would be fun.” All visitors who sign up for the Animal Welfare Approved e-mail list will receive a free drawstring backpack.

Ed Mitchell and The Pit Chef Lauren Smaxwell will be dishing up The Pit’s authentic eastern North Carolina barbecue and credit the superior farming practices of the North Carolina Natural Hog Growers Association for making it special. Traditional whole-hog barbecue calls for traditional pork and NCNHGA pasture-raised pork contains no sub-therapeutic antibiotics or other harmful chemicals.  According to Chef Smaxwell, “Ed has a passion for whole-hog barbecue and has an expectation that the products we cook and serve are as authentic as anything you would find at any table in eastern North Carolina.”

NCNHGA President Jeremiah Jones sums it up. “You’ve heard of pigs in a blanket? Well, we’ve got pigs in clover.”

The Big Apple BBQ runs June 12-13 in Madison Square Park, New York City from 11:00 am to 6:00 pm. Admission is free and all barbecue is $8.00 a plate. For more information, visit www.bigapplebbq.org.

The Child Nutrition Act is only reauthorized every five years, so now is the time to act. Please join with the chefs and contact your senator to ask for an additional $4 billion per year to improve school nutrition programs. Senators need to hear from you now. To find out how to contact your senator, please visit the U.S. Senate’s directory.

All the heat wasn’t in the kitchen on March 17, when a group of chefs, led by AWA supporter Chef Bill Telepan, wore their traditional white jackets to Capitol Hill to push for increased funding for school lunches. Chef’s Day of Action, coordinated by the NYC Alliance for CNR (Child Nutrition Reauthorization), brought together celebrity chefs and school lunch reform advocates to urge Congress to provide an additional $4 billion in funding per year for school food programs.

The Child Nutrition Reauthorization Act comes up every five years and this year President Obama has asked for an additional $1 billion per year. The Senate, however, is considering only authorizing $500 million per year—half of what the President has requested. Even $1 billion wouldn’t make much of a difference to the 30 million school children who depend on the National School Lunch Program for meals. And when you consider the size of the budget—$3.7 trillion—it’s pocket change. $1 billion only equals 17 ½ cents per day per child. The government reimburses schools $2.68 for fully subsidized lunches.

The chefs say much more is needed to really make a difference. An increase in funding to $4 billion will provide an additional $0.70 per child. “We need school lunches to be about the best food, not the cheapest food,” says Chef Bill Telepan, who is also a board member of NYC’s Wellness in the Schools.  “This is what we practice as chefs and we have a responsibility to bring the best food there is into schools.”

All the chefs work regularly to improve nutrition for children.  Chef Ken Oringer, who owns six restaurants in the Boston area, has worked with Share Our Strength’s Operation Frontline Massachusetts to teach kids about cooking and nutrition. The birth of his daughter, Verveine, strengthened his commitment to ensuring every child’s meal is made with safe, fresh and nutritious food. “When I started cooking for my daughter it really hit home what an awesome responsibility feeding a child is. And that’s when I realized some kids will never get to eat a fresh organic vegetable or pasture-raised egg. It’s our responsibility to help all children learn about food and nutrition and eat the best possible food.”

Former Top Chef contestant Chef Spike Mendelsohn of D.C.’s Good Stuff Eatery came along to support his fellow chefs. As a D.C. resident he has no voting members of Congress, but he also owns a home in Florida and will be contacting Florida’s senators and his local Florida congressperson to urge them to support increased funding.  Chef Spike works with a D.C. KIPP Academy and with Horton’s Kids, an afterschool program that works one-on-one with children from D.C.’s Ward 8 neighborhood. Chef Spike teaches the kids about cooking and nutrition and a trip to Good Stuff Eatery is a popular reward for doing well in school. “School is about learning,” Chef Spike says. “We need to provide the money to schools not just to serve the best food, but to teach kids about great food—what it is, where it comes from, how you prepare it.”

Chef M. Mitchell of Brain Food, an innovative school lunch program providing meals for schools, moved his operation from wealthy northwest D.C. to the more challenging environment of nearby Prince George’s County, MD.  “I wanted to work where good food wasn’t really accessible. People feel that it doesn’t matter what the kids are eating as long as they are eating, so kids eat junk. Adults make decisions for kids and right now they’ve decided that what kids eat at school doesn’t matter. If we aren’t making the right food decisions for our kids, how can we expect them to do it for themselves?”

D.C. Chef Jose Andres’ restaurant Oyamel served as the D.C. headquarters for the chefs and advocates. While Chef Jose was unable to be present, he wanted to provide his support to his colleagues. Between Senate visits, Chef Spike hosted the group at Good Stuff Eatery, just blocks from the Capitol building.

By the end of the day, chefs in their signature white jackets had visited senators and congresspersons from around the nation, including the offices of Senators Kerry, Schumer and Gillibrand. There is still a long fight ahead, but the chefs all agreed—the Hill hasn’t seen the last of them.