New Food Certification Label

Beef cattle grazing in Huron County. (Photo by Ray Baynton)

A U-S based organisation has launched a new food certification label.

The group is the Animal Welfare Institute.

The new label is called the Animal Welfare Approved Certified Grassfed.  The Institute says the label guarantees food products come from animals fed a 100 per cent grass and forage diet, raised outdoors on pasture or range for their entire lives.  AWI says the label also guarantees those animals have been managed according to the highest welfare and environmental standards in the U-S and Canada.

While other grassfed labels exist, AWI argues none has fully met consumer expectations in terms of a grassfed and forage diet, environmental management and farm animal welfare .

The Institute says recent research suggests demand for grassfed beef has grown by 25 to 30 per cent every year over the past decade.