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GOURMET NEWS JANUARY 2015 www.gourmetnews.com Naturally Healthy NATURALLY HEALTHY 1 4 Consumers Grapple with Label Confusion in Seeking Out Humanely Sourced Animal Products BY LUCAS WITMAN In a now-iconic sketch from the first episode of television's hipster comedy "Portlandia," two characters sit down at a restaurant and begin peppering the server with questions about the chicken on the menu. "The chicken is a heritage breed, woodland-raised chicken that has been fed a diet of sheep's milk, soy and hazelnuts," the waitress informs them. The waitress briefly exits the scene, returning to the table with a file that identifies the chicken they are about to enjoy as "Colin." "They do a lot to ensure that their chickens are very happy," she ensures them. The diners ultimately decide that the only way they can feel comfortable eating Colin is to physically visit the farm and see where the bird came from themselves. A humorous jab at the prevailing con- sumer fascination with how and from where the foods they eat are sourced, this sketch illustrates just how valuable it can be to a food company to provide as much information as possible about its products. Especially when it comes to meat and ani- mal products, 21st century shoppers want to be assured that what they are consuming is safe, healthful and was produced sustain- ably and ethically. There are several different third party au- ditors working today to certify companies that produce animal-based foods as operat- ing humanely and ethically. Because each of these organizations has slightly different qualifications, it can be confusing to the consumer. The four most prominent certi- fication organizations include Humane Farm Animal Care ("Certified Humane Raised and Labeled"), American Humane Association ("American Humane Certi- fied"), Global Animal Partnership and An- imal Welfare Approved. Each certification program requires a company to follow a specific, unique set of humane animal hus- bandry standards. For Sebastopol, California-based goat dairy Redwood Hill Farm, raising animals humanely has always been a critical piece of the company's mission since it was founded. The company works closely with HFAC to ensure that it is meeting humane standards, and it proudly sports a "Certified Humane Raised and Labeled" logo on its cheeses. "We really felt that their [stan- dards] were the most accurate and the most humane for goats," said Jennifer Bice, the company's owner and CEO. "They're also the most stringent … They have a whole list of exacting standards, including enough barn space, enough feed space, access to water, access to normal behaviors [and] not locked in cages or tied up." HFAC has been certifying food compa- nies as humane for the past 11 years. The organization currently works to ensure that 87 million farm animals in this country are being raised responsibly. According to Adele Douglass, the organization's CEO and Executive Director, there are a number of reasons why HFAC stands out as supe- rior to other third party auditors. For one thing, Douglass believes that her organiza- tion's standards are simply more strident. On the HFAC website (www.certified humane.org/wp-content/uploads/2014/ 01/Comp.Standards.Comparison.Chart_ .wappendix.11.26.13.pdf), a detailed chart compares HFAC standards to the standards employed by competing organizations. However, more than just employing su- perior regulatory criteria, Douglass also commends HFAC for employing objective and dedicated inspectors that are truly com- mitted to the cause. "Our inspectors are re- ally critical to the program," she said. "We have very specific inspectors. Farmers are not going to pull the wool over our eyes. That's not going to happen. You can't fake a farming system. You can't make it appear with a two-week notice to make it seem that the system is working when it's not." Terry Homan, owner of Wisconsin-based Red Barn Family Farms believes AHA to be the superior certifying body. His company proudly displays the organization's "Amer- ican Humane Certified" label on its cheeses. "I like the organization. It's a great organization," he said. "You maybe hear of some of these animal welfare things as a bit of a fad in recent years. There are several competing organizations. This one has been in existence since the 1800s … It's reputable. I think it's reasonable. Incredible, I think, is the best word." Indeed, the AHA is the oldest third party humane certification organization in the United States, dating back to 1877. The or- ganization's scientific standards are based on published work from the Royal Society for the Prevention of Cruelty to Animals, with input from scientists and veterinari- ans. AHA officials review and update the standards every year. In addition to the HFAC and AHA, a number of food companies are now certi- fied through GAP, an organization that works directly with Whole Foods Market to ensure the retailer's shoppers that the products they are purchasing were ethically sourced. GAP and Whole Foods have cre- ated 5-Step Animal Welfare Rating Stan- dards that classify beef, pork, chicken or turkey producers based on a number of qualifications, including how crowded the facilities are, how much access the animal has to outdoors, whether the animal re- ceives any enrichment and how often the animal is moved from farm to farm. Wisconsin-based Holland's Family Cheese, maker of Marieke Gouda, is one company that has been rated according to the GAP/Whole Foods standards. Kari Skibbie, the company's Sales Director, says that the certification has become an impor- tant marketing tool for the company. "A lot of people are very aware [of our practices]," she said. "They love the raw milk. They love the fact that the cows are there. They're our own cows. We control every as- pect of it. It's our own feed and everything." For food companies considering getting their animal products certified as humane for the first time, Douglass argues that there are certainly benefits inherent in doing so, regardless of the auditing organization with which one chooses to work. Products cer- tified by HFAC, for example, have been able to command higher prices at market, but they also benefit in terms of heightened quality. "Go do your own taste test," she said. "We have done blind taste tests, and there is no doubt. You can tell by the taste. You will absolutely taste the difference." Bice echoes Douglass, pointing to a num- ber of benefits that her company has expe- rienced as a result of its dedication to humane animal husbandry. "I think it's re- ally one of those things that is starting out, but it's the wave of the future," she said. "More and more people are going to be looking for it. I think it's going to be a mar- keting tool, but on the other hand, if they raise their goats Certified Humane, their goats are going to be healthier. That means less money spent on medication. And also, they're going to be happier and give more milk. So it's a three-prong thing." GN Chickpea and Sweet Potato Picadillo Frozen Latin-inspired specialty food brand Buen Sabor recently announced that its Chickpea and Sweet Potato Picadillo has been verified non-GMO by the Non-GMO Project. www.buensabor.com Plum Vida Children's nutrition company Plum Organics is venturing into the world of adult snacks with the launch of Plum Vida, a vibrant blend of organic fruits and veggies in a portable pouch format. MSRP $1.99/pouch www.plumorganics.com Organic Coconut Sugar Bob's Red Mill Natural Foods' new Organic Co- conut Sugar is an alternative sweetener made from the nectar of coconut palm tree blossoms. It is perfect in cookies, cakes and quick breads. MSRP $6.89/16 ounces www.bobsredmill.com Organic Grass Fed Macaroni & Cheese Natural foods scion Annie's is going grassfed with the launch of a new line of Organic Grass Fed Mac- aroni & Cheese made with cheese from humanely raised cows with year-round access to pasture. MSRP $3.29/6 ounces www.annies.com Shoppers this month are Getting Healthy with these four new natural products

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