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Southern SAWG - A Greener World Certifications: Right For Your Farm?
- 1. A Greener World Certifications: Right for Your Farm? Emily Moose, A Greener World Jeremiah Jones, North Carolina Natural Hog Growers Association SSAWG Conference January 20, 2018
- 2. A Greener World was founded to: • Identify and promote agricultural systems that have a positive impact on the environment, society and animals (wild and farmed) • To educate consumers about the environmental, social and animal outcomes of their food purchasing decisions • To establish and promote trusted farm certification programs that help reconnect the consumer and food producer by encouraging—and rewarding—positive farm management
- 3. Principles: • Practical, science-based standards • Outcome-based vs. prescriptive • Nonprofit providing free-market solution
- 4. Our certifications: • Certified Animal Welfare Approved by AGW • Certified Grassfed by AGW • Certified Non-GMO by AGW
- 5. A Greener World’s ISO Certification (by IOAS) – and why it matters • ISO = International Organization for Standardization - the “certifiers’ certifier” • AGW is accredited to International Organization for Standardization (ISO) 17065 • ISO 17065 is specifically designed to ensure that a certification body is operating in a consistent and reliable manner in all aspects of its work
- 6. Certified Animal Welfare Approved by AGW • AGW audits, certifies and supports farmers raising their animals according to the highest welfare standards, outdoors on pasture or range • The only food label rated "highly meaningful" by Consumer Reports for outdoor access, animal welfare and sustainability • Certified farms use the label as a way to add value and to assure customers of high- welfare farming practices • Our practical, science-based standards cover meat, dairy, eggs, and fiber animals throughout North America with products available in every state
- 7. What Certified Animal Welfare Approved by AGW Means • Independent farmers practicing pasture- or range-based management • The only truly pasture-based welfare certification: no cages, crates, or feedlots • Independent certifier: non- governmental and non-industry • The ONLY certifier in the U.S. to require audited, high-welfare animal management and slaughter practices for all species • Certified farms use the label to add value and assure customers of high-welfare farming practices • AGW offers technical assistance and marketing support to certified farmers, free of charge
- 8. A Greener World In the Marketplace • Certified Animal Welfare Approved by AGW is ranked one of the Top 5 fastest-growing certifications and label claims according to SPINS, the leading information and service provider for the natural and specialty products industry • A mark of quality: Nearly one in five of the top 100 U.S. restaurants listed in a recent Opinionated About Dining national restaurant survey proudly serve Certified Animal Welfare Approved by AGW products • High marks from multiple prominent news outlets, including CBS This Morning, The Christian Science Monitor, Consumer Reports, The Guardian, The New York Times, NPR, Wall Street Journal MarketWatch, The Washington Post, and USA Today
- 9. • For Certified Animal Welfare Approved by AGW farmers and ranchers raising ruminant animals according to a grassfed feeding protocol • The only certification and logo in the U.S. and Canada that guarantees animals are: • Fed a 100% grass and forage diet • Raised outdoors on pasture or range for their entire lives • Managed according to the highest welfare and environmental standards on an independent farm • Available for beef and dairy cattle, meat and dairy sheep, meat and dairy goats and bison—and includes the same access to AGW’s technical, marketing and other support services
- 10. • Developed in response to farmer, retailer and consumer demand for an affordable, reliable non-GMO certification • Certified Non-GMO by AGW is the only food label in North America that provides assurance about animal welfare • With independent annual audits to ensure compliance, Certified Non-GMO by AGW provides farmers, ranchers and food producers with a robust, trusted and highly competitive Non-GMO label claim. • Packaged Facts–a leading publisher of market research in the food and beverage sector–forecasts a near doubling of the global market for Non-GMO foods and beverages by 2019.
- 11. Species-Specific Standards • Beef Cattle* • Dairy Cattle* • Sheep* • Dairy Sheep* • Goats* • Dairy Goats* • Bison* • Pigs • Meat Chickens • Laying Hens • Pigs • Geese • Ducks • Turkey Farms and ranches may also apply for Certified Non- GMO by AGW certification.*Also eligible for Certified Grassfed by AGW.
- 12. Online Directory Searchable directory of Certified Animal Welfare Approved by AGW, Certified Grassfed by AGW and Certified Non-GMO by AGW farms and products-- including farms, restaurants, retailers, CSA’s and online purchasing options.
- 13. Farm Profiles • Increase visibility • Customer inquiries forwarded regularly • Maximize online presence • Drives traffic to your website and social media
- 14. Public Relations and Marketing Support • Establish and build relationships in order to expand market opportunities for your products • Draft and send press releases about your farm, your products or public events to targeted press outlets • Feature news about your farm on our website, social media sites, blog and print newsletter • Advise on how to create a successful online presence, including an effective social media strategy
- 15. Graphics Assistance • Graphic assistance in creating materials to help promote AGW certification (banners, farm signage, etc.) • Available at no charge to farms and vendors in the program
- 16. Event Support • Host events and attend conferences or workshops with you • Offer supporting materials and signage • Assist with publicity and event promotion
- 17. Promotional Materials •Low cost promotional materials including brochures, signs, pens, banners and metal gate signs • Raise consumer awareness and promote your business • Available to farmers and vendors in the program
- 18. Branded Egg Cartons • Egg cartons are available for purchase to farmers certified for laying hens • Includes Certified Animal Welfare Approved by AGW logo and pasture-raised branding • Informational inserts also available for purchase • Can be personalized for each farm with easy-to- print label
- 19. Technical Support • Technical Advice Fact Sheets cover commonly asked questions about production practices; record-keeping templates available for free online • Access to expert technical advice that isn’t covered in our published materials Examples of support: • Determining costs of production • Branching out into other species • Mentoring and consulting to transition from conventional operations to pasture-based systems “We appreciate AWA’s technical advice—they help us do our job even better.” --Elizabeth O’Sullivan, Auntie Annie’s Fields
- 20. Farm Health Online • Comprehensive information and sustainable approaches to enhance the health and welfare of farmed livestock. • Accessible and practical advice and information for farmers to aid the decision making process and to enable proactive animal health and welfare planning. • Information on disease management and health and welfare issues for a range of species, as well as answering key veterinary questions. • http://www.farmhealthonline.com/US/
- 21. Labeling Assistance • Work with you, your plant, our staff graphic designer, and state or federal agencies to assist with food label design and approval – at no charge • Visit the Certified Animal Welfare Approved by AGW Labeling page for more information
- 22. Labeling Landscape: Where AGW Fits In
- 23. Understanding a Label • Is it a series of talking points (e.g. “humane”) or are there actually standards? • If so, are they publicly available? Are the standards simply suggested practices, or clearly defined, practicable production methods? • Does a farm or operation have to be audited to get this label? • Is it reliable and meaningful? If you’re a producer, does it reflect and protect your production claims? • What do consumer advocates say about the label?
- 25. The Basic Types of Label Claims Verified – someone is checking the producer’s claims Not verified – no one is checking
- 27. Type of Verified Program Details Examples Retailer The standards-setting, auditing and decision making processes are controlled by the individual or company profiting from the transaction. No third party oversight. McDonald’s KFC Grocery Stores Participatory Guarantee System Standards set by certifying entity, audits carried out by program participants. Not an independent third party certification. Certified Naturally Grown Producer Standards are set by producers or industry groups and audited by auditors with a vested interest in the result. Potentially the same group that sets the standards is responsible for verifying and making the claims with no third party oversight at all. American Humane Certified (formerly “Free Farmed”) Producer-Independent Standards are set by parties with a commercial interest in the result of audits, but audits are carried out by a third party. American Grassfed Association Independent-Vested The company or organization auditing the farms depends on the income generated from providing these audits and granting approvals. Certified Humane, National Organic Program Independent No pressure can be exerted by farmers or retailers involved in the selection of farms to audit or the results of audits. Animal Welfare Approved by AGW Certified Grassfed by AGW Certified Non-GMO by AGW
- 28. Status of the Market & Consumer Expectations: Where AGW Fits In
- 29. Status of the Market • Consumer Proximity to Agriculture • Demand for Transparency • Increased interest in claims being audited • Animal Welfare • Growth in consumer interest/demand • Refinement of expectations; recent developments with USDA Organic standards • Confusion leads to producer frustration and consumer disappointment • The “Local Food Movement”
- 30. Consumer Expectations Consumer Reports nationally representative survey on food labels (2016) • Believe a farm should be inspected to verify a “humane” claim (88%) • Want to know if food is from U.S. (93%) and want USDA to ensure standards are consistent for meat labels (94%) • Want products form animals routinely given antibiotics to be labeled “raised with antibiotics” (84%) • Believe a humane label should cover slaughter (80%) • Believe a humane label should mean that the animal went outdoors (78%) The Hartman Group: Claims, Certification and Seals on Product Packaging Familiarity and Influence on Purchasing
- 31. Certification from the Farmer’s Perspective: North Carolina Natural Hog Growers Association
- 32. NC Natural Hog Growers Association: Sustaining Independent Family Farms
- 34. GrassRoots Pork Co. – Beulaville, NC
- 35. GrassRoots Pork Co. – Beulaville, NC
- 36. GrassRoots Pork Co. – Beulaville, NC
- 37. GrassRoots Pork Co. – Beulaville, NC
- 38. GrassRoots Pork Co. – Beulaville, NC
- 39. GrassRoots Pork Co. – Beulaville, NC
- 40. Questions? Learn more and sign up for our mailing list at: agreenerworld.org or AnimalWelfareApproved.us Contact SE Regional Coordinator Callie Casteel at 931-548-0664 or callie@agreenerworld.org Contact NC Natural Hog Growers Association at ncnhga@gmail.com
Editor's Notes
- [VERSION CONTROL: MF46v9 - AGW Food Labels Presentation 070616] Welcome! My name is xyz, and I’m the xyz for A Greener World. I’m excited to speak to you today about (Name of Talk) I’d also like to thank so-and-so for inviting me to speak today.
- A Greener World was founded to…[just read the bold text] identify and promote farming systems that have a positive impact on the environment, society, and animals (wild and farmed) (Click to show next point) To educate consumers about the environmental, social, and animal outcomes of their food purchasing decisions (Click to show next point) and to establish and promote trusted certification programs that help reconnect the consumer and food producer by encouraging—and rewarding—positive management changes. A Greener World currently has three certifications in its growing portfolio—Certified Animal Welfare Approved by AGW, Certified Grassfed by AGW and Certified Non-GMO by AGW.
- The principles for A Greener World include: Practical, science-based standards, which are developed in collaboration with scientists, veterinarians, researchers, and farmers across the globe to maximize practicable, high-welfare farm management. Our standards strive to be outcome-based vs. prescriptive, meaning they reflect practices promoting animal health instead of relying on routine use of antibiotics for instance. And lastly, we’re a non-profit providing a free-market solution to foster transparency in a broken food system.
- A Greener World Certifications include: Certified Animal Welfare Approved by AGW, Certified Grassfed by AGW, Certified Non-GMO by AGW
- Just as A Greener World audits and certifies farms, we are also audited and certified. AGW is proud to be the only farm animal program in the US accredited to international standard ISO 17065. ISO is the certifier’s certifier, and ISO 17065 is specifically designed to ensure that a certification body is operating in a consistent and reliable manner in all aspects of its work. Our ISO certification is an important component of our commitment to transparency and integrity for our label.
- The Animal Welfare Approved program was founded in 2006 as a market-based solution to the growing consumer demand for meat, eggs and dairy products from animals treated with high welfare and managed with the environment in mind. (Click for first point). Today, the program is run by AGW, which audits, certifies and supports farmers raising their animals according to the highest welfare standards, outdoors on pasture or range and (click for next point) Certified Animal Welfare Approved by AGW is the only food label rated highly meaningful by Consumer Reports for outdoor access, animal welfare, and sustainability. (click for next point) Certified farms use the Certified Animal Welfare Approved by AGW label as a way to add value and to assure customers of high-welfare farming practices. (click for next point) Our practical, science-based standards cover meat, dairy, eggs, and fiber animals throughout North America with products available in every state. (Click for final point).
- Click to introduce each bullet point (6 total)
- Click to introduce each bullet point (6 total)
- Click to introduce each bullet point (6 total)
- Click to introduce each bullet point (4 total).
- AGW currently certifies the following species. The species on the left with an asterisk are also eligible for Certified Grassfed by AGW accreditation.
- We are so excited about our new directory, updated in 2015. The directory features Certified Animal Welfare Approved by AGW, Certified Grassfed by AGW and Certified Non-GMO by AGW products. Customers can search by their address or zip code for products nearby—and they can search by the type of product or the farm name as well as whether they’d like to shop at a grocery store, restaurant, farmers market or order something online. My role is to keep this as updated as possible with where you’re selling your products—a great way for consumers to connect. [FMOCs may include regional product availability information with approval from DCO]
- Our online Farm Profile section is a great way to tell each farm’s story and reach potential customers. You are not responsible for writing the profile--the FMOC from your region (me!) will either conduct a brief interview by phone or send an online form in order to draft the profile for your approval. It’s a great way to increase visibility, maximize online presence, and drive traffic to your website and social media, which we list at the bottom of each profile. We also forward any customer inquires that we receive about your farm. I like to say that if your farm has a website, this usually ends up being the second or third hit if someone googles your farm, and if you don’t have a website, it’s a great way to establish an online presence for your customers. [FMOCs may use approved content to make this slide regionally appropriate]
- Read through points, Include examples of press we have received from press releases from your region, promoting certification and any major news on our social media (include an example from your region).
- We also offer graphics assistance in creating custom farm marketing materials highlighting your certification—this can include banners, farm signage and more. This is available to both farmers and vendors working with farmers in the program at no charge. The picture is an example of what we call a farm poster—which is great to have at a farmers market or for a vendor who sells your product to put on display. [FMOC may use regionally appropriate examples with approval from DCO]
- We also offer event support! Your regional FMOC is available to host events and attend conferences or workshops with you, offer supporting materials and signage, or assist with publicity and event promotion to highlight your certification. [Include regional example of an event you’ve attended - For example, last fall I attended Green Dirt Farm’s tour day, where I shared information about their certification with a number of groups that visited the farm to see the animals and participate in cheese tastings.] Pictured is our NE FMOC Katie at a booth to show an example of a Facebook post we shared about an event we attended. [FMOC may use regionally appropriate examples with approval from DCO]
- We love promotional materials! You can order brochures, signs, pens, etc. online or through your regional FMOC. It’s a great way to raise consumer awareness and promote your business. [FMOC may use regionally appropriate examples with approval from DCO]
- AGW also offers egg cartons to our farmers certified for laying hens. We buy these cartons in bulk and then sell them at cost, and the cartons include the Certified Animal Welfare Approved by AGW logo, pasture-raised branding (its ok because its verified via the certification!). An informational insert including some research on nutritional value is also available. The egg cartons can be personalized for each farm with an easy-to-print label.
- AGW farmers also have access to our free technical support. We have some great resources available including (click through bullets and read slides). Our tech team is glad to answer questions and we have gotten a lot of positive feedback about this service. Elizabeth from Minnesota says (click to show box)
- Click to introduce each bullet point (3 total).
- As a part of the AGW program, we can work with you and your plant on label design and approval, helping you through the process to get your label claims approved by the proper agencies. Check out the Labeling Support page on the Certified Animal Welfare Approved by AGW website to see a few examples of the labels we’ve helped design.
- I'm going to begin this talk about food labels in front of the egg fridge of your local grocery store. Has anyone ever found themselves standing in front of a food item--like these egg cartons here--wondering what different labels mean? What are some of the common claims you see? (results from audience including vegetarian fed, cage free, free range, organic, pasture-raised) There are so many claims and we know that most of them don't mean what the consumer thinks they mean, and the sea of label claims can be overwhelming for those of us trying to effectively communicate our farm practices in an increasingly competitive market. The goal of this talk is to help you gain a better understanding of what common food labels mean,-- and don’t mean – and to offer resources on where to find out more.
- When we are trying to understand a label, what are we looking for? First, is it a series of talking points or are there standards? If so, are they publically available? Are they suggested practices or clearly defined, practicable production methods? Does a farm or operation have to be audited to get this label? Is it reliable and meaningful? If you’re a producer, does it reflect and protect your production claims? What to do consumer advocates say about the label? Let’s look at a few more examples
- To help make sense of the overwhelming range of food claims and terms, A Greener World created Food Labels Exposed, a comprehensive guide that provides clear and factual definitions for the most commonly used claims and terms for the production, marketing and labeling of meat, dairy, eggs and other farmed products. This resource is available for purchase at our booth today, as a pdf on our website, and soon to be in the form of an app. We’ll be looking at some information from this resource, if you have any questions at the end about where to get a copy just let me know.
- While some food label terms and claims are legally defined–and can only be used if specific rules are met–most of the food label claims you’ll see are completely unregulated, and open to abuse—damaging consumer trust and the integrity of the claim to effectively communicate your farming practices. There are two basic types of label claims: verified, which means someone is checking the producer’s claims, and not verified, which means no one is checking. This isn’t to say that if you are using an unverified claim on your product you aren’t doing what the claim says, but it does mean that the claim won’t necessarily stand up to consumer research, and that other producers using the claim may not be farming to the same standard you are across the board, or intentionally using that claim in a misleading way, because they can.
- Here we have the same verified vs not verified model but related to specific claims. So for example, the little leaf in a green circle is an environmental assurance—meaning that the label makes claims that address farming impact on the environment that are independently verified by audit. The little leaf in a red circle means that the label makes claims that address farming’s impact on the environment but the claims are NOT independently verified by audit. Other examples include antibiotic use, slaughter review, etc.
- So where do we stand? What is the current status of the market? (read through points)
- And what are consumer expectations? Here we have some major takeaways from a 2016 Consumer Reports survey on food labels. (read through points) And The Hartman Group, an authority on consumers, culture and trends release this infographic in their recent report, Sustainability 2017. (click link to show infographic)
- You can learn more and sign up for our mailing list at agreenerworld.org and animalwelfareapproved.us. If you’ve added your name to the signup sheet I passed around, you are already signed up and I will be sending some more information about the program, including a link to apply. Food Labels Exposed is available as a free PDF via our website or you can purchase one at the booth. You can learn more about A Greener World at agreenerworld.org. Thanks so much! Questions?