No one shops – or markets – in a vacuum

Many of us make the mistake of believing that that we don’t need a label, either because we assume high-quality products should “sell themselves” or because we feel that other marketing strategies are more important. But while a comprehensive marketing plan is essential to any business, the reality is that having a good product label is actually more important than ever. Label claims are the building blocks of food marketing and your label will dictate which claims you are legally approved to make.

Even farmers with limited sales are part of a much bigger and ever-changing labeling landscape. Shoppers who visit farmers’ markets are still likely to visit the mainstream grocery stores. And as public interest in ethical products grows, other food businesses both large and small are seeking to capitalize on this new and growing market.

Unfortunately, this is also leading to the increasing use of confusing and sometimes misleading ‘natural’ labeling claims in the marketplace, some which actually mean very little. For example, claims such as “Cage Free,” “Free Range,” “Natural” or “Naturally Raised” mean nothing in terms of environmental stewardship, animal welfare, or the nutritional benefits of the product  – yet to the uninformed consumer they all sound ”green.”

So, if you’re a pasture-based farm, raising animals in a high-welfare system, how do you set yourself apart and ensure you are fully describing what you do? A good label, supported by the AWA logo, will help to educate potential customers about the wide-ranging benefits of your farming system and why your products are worth paying for. A well designed, attractive label will also differentiate your products and allow you to stand out from the growing crowd.

Legal requirements

As with processing, meat labeling is strictly regulated. Many food producers aren’t aware that accurate labeling is a legal requirement as defined in the Code of Federal Regulations, Title 9, 317.8 (a), which states that, “No product or any of its wrappers, packaging, or other containers shall bear any false or misleading marking, label, or other labeling.” This includes any statement, word, picture or design associated with the product. Understanding your legal obligations for labeling can help you avoid the consequences that may result from failing to comply with these regulations.

If a product is deemed misbranded, its manufacturer faces a wide range of penalties that can be imposed by the Food Safety and Inspection Service (FSIS). These include withholding (rescinding) the use of labeling; product retention (prohibiting shipment); product detention (prohibiting sale from anywhere in the chain of commerce); request for product recall, press releases, and/or fines; and criminal prosecution. In addition, the facility producing misbranded product faces the possibility of inspection suspension or withdrawal (source: FSIS Guide to Federal Food Labeling Requirements for Meat and Poultry Products).

Truthful labeling is just one of many requirements that an inspected product must comply with to meet its legal obligations. Other required information may include: ingredients, safe handling instructions (if appropriate), weight, company name and address and the processing plant’s establishment number. There are also strict controls on the additional claims you can and cannot make about your food. See the FSIS list of commonly approved claims for more details.

AWA can help you to design professional food labels for your products and guide you through the mandatory federal approval process, at no charge. For more information contact Labeling Coordinator Emily Lancaster at Emily@AnimalWelfareApproved.org or (202) 618-4497.