Federal regulators have issued new guidance aimed at clarifying how terms like “grass-fed” and “free-range” are used in the meat and poultry industry, but sustainability activists argue that it doesn’t fully address the growing concerns about greenwashing.
The US Department of Agriculture (USDA) updated its guidance last week, focusing on voluntary marketing claims about how livestock are raised and the sustainability of land use. The guidance encourages companies to provide more robust documentation to support their animal-raising or environmental claims and to use third-party certifications to substantiate these claims.
This update follows increasing scrutiny over greenwashing practices, particularly in the meat industry. Earlier this year, New York’s attorney general filed a lawsuit against JBS, the world’s largest beef processor, accusing the company of greenwashing by making unsubstantiated environmental claims.
Ben Lilliston, director of rural strategies and climate change at the Institute for Agriculture and Trade Policy, praised the USDA for requiring more information but emphasized that more needs to be done to ensure labels are not misleading. He stated that documentation alone isn’t enough to fully address concerns about transparency in meat labeling.
Businesses and activists are also looking to the Federal Trade Commission (FTC), which is expected to update its Green Guides, a set of marketing guidelines designed to ensure that environmental claims made by companies are truthful. The guides haven’t been updated in over a decade, which has caused confusion for businesses trying to navigate environmental marketing.
The USDA’s Food Safety and Inspection Service reviews documentation submitted by companies to support their animal-raising and environment-related marketing claims. Labels can only be used if approved by the agency. Agriculture Secretary Tom Vilsack emphasized that this new guidance will help level the playing field for companies that are truthful in their claims and will allow consumers to trust labels when purchasing meat products.
However, critics argue that third-party certification should be mandatory to ensure consistency. The American Grassfed Association (AGA), a leader in setting high standards for grass-fed meat, has long pushed for stricter enforcement to protect consumers and farmers alike. Carrie Balkcom, AGA’s executive director, stressed that voluntary guidelines aren’t enough, calling for mandatory third-party certification to ensure transparency and trust in labels.
Meanwhile, organizations like People for the Ethical Treatment of Animals (PETA) continue to express skepticism, arguing that no type of certification can make meat, eggs, or dairy truly sustainable. They have also raised concerns about third-party certifiers like the Global Animal Partnership, which has faced criticism in the past.
As the USDA continues its efforts to address transparency in labeling, federal agencies and companies alike are working to find a balance between providing clear, trustworthy information and navigating the complexities of environmental marketing.
This blog post is based on an article originally reported by Clara Hudson for Bloomberg. To review, read the full article here.