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?”

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?

In response to farmer interest in labeling, Animal Welfare Approved has launched a new labeling section. The site is designed to help farmers and processors navigate the labeling process and serves as the portal for accessing Animal Welfare Approved’s free labeling service for certified farms. Featuring labeling guidance, information on claims approval and a gallery of approved labels, the new site and service can save producers time and effort in creating an attractive, effective label for certified products. And as with AWA certification, there is no charge for this service for farmers in the program. Farms interested in certification should visit AWA’s Certification page for more information.

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.The launch of AWA’s new labeling section coincides with the release of “Food Labeling for Dummies,” AWA’s new comprehensive guide for consumers.

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.

George Washington University’s Urban Food Task Force, Animal Welfare Approved (AWA) and the Restaurant Association Metropolitan Washington (RAMW) have joined forces by providing a platform for DC’s vibrant culinary community to focus on strengthening the supply chain for sustainably raised meat.

A recent press release issued by the Humane Society of the United States (HSUS) and United Egg Producers (UEP) may have caught your eye. The press release heralds an “historic” new agreement on future egg production between HSUS and UEP, an industry body which represents 80% of all U.S. egg producers. A strange union, you might think, for two organizations normally at odds. So what exactly is this agreement about?

In his blog, HSUS president Wayne Pacelle says that the “landmark agreement” will “help millions of hens.” HSUS has been calling for cage-free egg production for years, so an agreement to end all caged egg production would represent an enormous advancement in welfare. Sadly for the hens, that isn’t the basis of this agreement. In defiance of common sense, and all previously expressed opinion, HSUS has achieved nothing more than an agreement to work with UEP towards new legislation which will move hens out of one type of battery cage into a another slightly larger cage. An historic welfare advancement? I think not.

The Pride of New York Retail Promotion Grant program is working to help NY consumers identify food items from New York State. Their aim is to help increase sales for both NY farmers and retailers.

State Acting Agriculture Commissioner Darrel Aubertine says, “Consumer awareness and interest in buying local food has increased dramatically in recent years…This program will provide valuable assistance to retailers to help them source more local New York products as well as necessary resources to develop customized promotional materials that highlight local businesses. We are pleased to offer this financial opportunity that will support the New York State economy and benefit all sides of the equation, including retailers, farmers, food processors and consumers alike.”

When you buy organic meat and dairy products, you probably have certain expectations about how they were produced and how the animals were raised.

You may expect that animals on organic farms would be raised with the highest welfare in mind, with lots of space and free access to pasture. You may expect that all organic farmers would be caring and conscientious enough to allow organic animals to exhibit their natural behaviors. You may expect that organic farms would be far superior to industrial farms and concentrated animal feeding operations (CAFOs).

Sorry to dash your hopes, but all organic farmers do not necessarily raise their animals with even Big Ag’s welfare standards as a base. It might surprise you to know that the United States National Organic Program (NOP) – the federal regulatory framework that governs organic food and farming in the U.S. – has no specific rules on the amount of space that organic farmers are required to give their animals whenever they are housed indoors. This obviously raises questions about animal welfare.