Claims about on-farm care practices do not necessarily tell the shopper anything about the safety or nutrient content of the product.
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Food labels that emphasize how animals are treated and cared for on the farm or ranch are becoming more widely recognized in grocery stores across the United States. This can be seen by the results of the 2014 Humane HeartlandTM Farm Animal Welfare Survey completed by the American Humane Association. The majority of respondents (69%) ranked the Humanely Raised label above Antibiotic Free, Natural, and Organic labels in terms of importance. Additionally, 35% of respondents already buy humanely raised products and another 35% said that the lack of product availability was the biggest factor keeping them from buying humanely raised products. Only 19% of respondents said humanely raised products were too expensive, 9% didn’t know the difference, and only 1% were not concerned with labeling.