A food label isn’t just about complying with regulations: it’s also a vital marketing tool. Your label is an introduction to your farm and an opportunity to provide potential customers with information that will help them to feel good about buying your product. We all know that consumer demand for “ethical” food is on the rise, but what exactly are they looking for? And how can you prove that your product meets their expectations?

Understanding the consumer

A 2010 study by Context Marketing reports that in order to qualify as an “ethical food,” consumers felt the product must avoid harming the environment (93%), meet high safety standards (92%), use environmentally sustainable practices (91%), avoid inhumane treatment of animals (91%), and be produced according to high-quality standards (91%). The study also showed that 69% of consumers are willing to pay more for food produced to these higher ethical standards. So how can you communicate your ethical practices to your customer, and highlight the value of how you farm?

What are your values?

First, you need to identify your own “ethical values” and how they influence your business and farming. Write down a list of your core values and how these are reflected in your day-to-day farming. For example, are you concerned about high animal welfare and minimizing the impact of your farming on the environment? Are your animals 100% grass-fed or pasture-raised? Think about anything you do which makes your system different from other farms, particularly industrial or CAFO systems. Keep things positive and simple –messages which are clear, uncluttered and easily explained are most effective.

What do your customers want?

Next, try to consider what values or issues will be of interest or value to your customers. We already know that ethical consumers are mainly concerned about minimizing their impact on the environment, sustainability, high animal welfare and food quality. Is there any common ground? What key messages can you communicate about your farming practices that will match your customers’ values? What does your product do for your customers and/or the wider community?

A range of common values might include:

•    High animal welfare standards
•    Pasture-/range-based
•    Certified Organic
•    Environmentally responsible
•    Locally produced
•    High quality/artisan
•    Raised without antibiotics
•    Raised without added hormones
•    Breeds such as Angus, Longhorn, etc.
•    Grassfed
•    Family farmed
•    Non-GMO
•    Natural/Naturally Raised (relatively meaningless)

Please see AWA’s labeling guide, Food Labeling for Dummies, for information on additional terms and claims.

We can also suggest a range of approved marketing claims that you can use on your label to expand and maximize its appeal (see the Food Safety and Inspection Service’s list of commonly approved claims here). In selecting which claims to include in your label, it is important to consider the integrity of the claim. Consumer Reports has an excellent guide to labels which evaluates common “green” labels in terms of how meaningful they are. Remember that third party certification, such as Animal Welfare Approved, is a vital tool in proving that your meat, dairy or eggs really are produced to the highest welfare and sustainability standards.

Keep it real – and simple

Once you have identified shared values it is important to make sure that any claims you intend to use on your label accurately reflect your farm and comply with existing regulations. The AWA labeling service team can help ensure that your label is accurate and compliant.

Providing accurate information on your label is not just the law, it’s also part of your integrity. We’ve all read the various media stories about misleading labels, such as when Tyson was exposed for injecting embryos with antibiotics and yet marketed their meat as “Raised without Antibiotics.” Aside from being illegal – and potentially resulting in fines and legal costs – making false claims like this can seriously undermine trust in you and your products.

Focus your communication efforts on highlighting these core messages on your label, brochures and website. Telling your story is important, but remember that the front of your label is valuable “real estate” and that clear, simple marketing messages are most effective. Try to keep detailed or complex explanations of how you farm or your philosophy as supplemental information, easily available to more interested customers (on the reverse of the package, in your brochure or on your website).

Once you have decided what elements to include on your label, AWA can help you bring the concept to reality. For more information contact Labeling Coordinator Emily Lancaster at Emily@AnimalWelfareApproved.org or (202) 618-4497.