USDA Publishes Voluntary Standard for “Naturally Raised” Livestock Marketing Claim

The Agricultural Marketing Service (AMS) has issued a voluntary standard that livestock producers can use to verify “naturally raised” marketing claims with USDA. The standard apparently took into account more than 44,000 public comments from consumers, veterinarians, trade and professional organizations, national organic associations, consumer, agriculture and animal advocates, and retail and meat companies. AMS concurred with the majority of comments requesting “that the three core criteria proposed (animals raised without growth promotants and antibiotics and have never been fed mammalian or avian byproducts) should be a part of a naturally raised marketing claim standard,” but declined to further narrow the scope of the standard because the agency felt additional restriction would limit its usefulness.

“A number of livestock producers make claims associated with production practices in order to distinguish their products in the marketplace,” according to AMS. “This voluntary standard will allow livestock producers to utilize AMS’ voluntary, third party verification services to provide validity to such naturally raised livestock claims and, in certain cases, access to markets which require AMS verification.”