Food Claims: Who Can You Trust?
By Andrew Gunther
Despite the recent recession, it’s great to see that demand for high-welfare, sustainable meats, dairy products and eggs continues to grow. As the public wakes up to the negative impacts of intensive farming, they’re looking for food labels that provide real assurances that the food they buy is healthful, and produced with animal welfare and the environment in mind.
Many different businesses have now set up programs to offer consumers certain assurances about the food they buy. It goes without saying that the many different labels offered by food businesses vary enormously in terms of their scope and operation. However, most of the claims are centered on claims that farmers are using humane, sustainable farming practices, or that animals are fed a strictly controlled diet, or that medications or hormones are restricted or even prohibited. Since it’s impossible for each of us to go out and check the farms ourselves, we effectively take it on face value that the food label we choose to support really does deliver the benefits that it promises.
So it might come as a surprise to know that many of the companies using these kinds of claims do not actually go out and assess the farms that supply them. Instead, they simply rely on an “affidavit system,” where farmers who want to use the label or supply the program just sign a declaration form to say that they are (in theory) following the rules of the program—and that’s it. No more questions asked.
Businesses that use this simple affidavit approach will rarely—if ever—go out to visit the farms who supply their meat and dairy products to check if they are actually following the rules. In other words, a farmer could agree to supply the business and start selling meat or eggs using a particular label simply by signing a piece of paper. They might choose to ignore some or even all of the label’s requirements or rules on a day-to-day basis without anyone knowing.
Similarly, a food business might make all manner of positive claims about their food—that their farmers don’t confine their animals on feedlots and have free access to pasture; that they don’t feed any grain or fishmeal; or that the use of genetically modified (GM) feed or antibiotics is strictly prohibited. But if no one is actually going out to the farm to physically check how the animals are being managed, to see what medicines have been given, or to assess what the animals are being fed—or even if they really do have daily access to pasture—how can we have any confidence in the company’s claims?
It is also worth pointing out that many of the programs which rely solely on affidavits are also buying the farmers’ livestock and reselling it. Retailer-owned programs, such as those operated by McDonald's or Kentucky Fried Chicken, are a classic example of where farm programs are unlikely to meet many consumers’ expectations. In such cases, the organization which wants to sell you the product—and which will profit from the transaction—is also in charge of setting the rules and then making sure that its suppliers are actually meeting them. In such cases, the potential conflict of interest is extremely obvious.
You could argue that buying food from a company that relies solely on affidavits is a bit like buying a used car. Would you take the window sticker detailing the car’s flawless history at face value, or accept the car salesman’s assurances that the car had never been wrecked without question? Or would you want to get an independent third party report on the safety and condition of the car before you drive it away?
Of course, I am not saying that every affidavit-based label is untrustworthy, or that every farmer who signs an affidavit is cutting corners. But if you are spending your money on meat, dairy products or eggs that are sold under pasture-raised or antibiotic-free labels, then you want to know that your money really is helping to support high-welfare, sustainable production.
At Animal Welfare Approved (AWA), we believe that trust between the consumer and the food producer is absolutely vital. This is why we are the industry leader in auditing and certifying family farms that raise their animals sustainably, outdoors on pasture or range, according to the highest welfare standards.
The AWA seal is a hard-earned badge of integrity: participation in the AWA program demonstrates the farmer’s unmatched commitment to the care of their animals and land. Farmers in the AWA program agree to a minimum of one on-farm audit a year (with the possibility of additional visits if deemed necessary) by some of the most experienced auditors in the world to confirm compliance with our comprehensive standards, which are available online for everyone to see. Participation in the program must be renewed every year. Since we don’t we charge our farmers any fee to participate in the program, we can remain completely impartial in our auditing. The result? An unrivaled level of both the integrity of our program, and trust in the AWA seal among today’s conscientious food consumers.
In this information age, people are waking up to the fact that commonly used food claims and terms like “all natural” or “free range” have absolutely nothing to do with real animal welfare or environmental sustainability, and are being used to hide the same old intensive farming systems. As a result, food labels have an increasingly important role to play in providing consumers with greater assurances that their food really is being produced to specific welfare and environmental standards. But without more robust standards and regular on-farm auditing by an independent third-party, people will quickly realize that many of the label claims and promises made by food companies that rely solely on affidavits are worth less than the paper they’re written on.
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By Bob Jacobs
Hanako, a female Asian elephant, lived in a tiny concrete enclosure at Japan's Inokashira Park Zoo for more than 60 years, often in chains, with no stimulation. In the wild, elephants live in herds, with close family ties. Hanako was solitary for the last decade of her life.
Hanako, an Asian elephant kept at Japan's Inokashira Park Zoo; and Kiska, an orca that lives at Marineland Canada. One image depicts Kiska's damaged teeth. Elephants in Japan (left image), Ontario Captive Animal Watch (right image), CC BY-ND
Affecting Health and Altering Behavior<p>It is easy to observe the overall health and psychological consequences of life in captivity for these animals. Many captive elephants suffer from arthritis, obesity or skin problems. Both <a href="https://doi.org/10.11609/JoTT.o2620.1826-36" target="_blank">elephants</a> and orcas often have severe dental problems. Captive orcas are plagued by <a href="https://doi.org/10.1016/j.jveb.2019.05.005" target="_blank">pneumonia, kidney disease, gastrointestinal illnesses and infections</a>.</p><p>Many animals <a href="https://doi.org/10.1016/j.neubiorev.2017.09.010" target="_blank">try to cope</a> with captivity by adopting abnormal behaviors. Some develop "<a href="https://doi.org/10.1016/j.applanim.2017.05.003" target="_blank" rel="noopener noreferrer">stereotypies</a>," which are repetitive, purposeless habits such as constantly bobbing their heads, swaying incessantly or chewing on the bars of their cages. Others, especially big cats, pace their enclosures. Elephants rub or break their tusks.</p>
Changing Brain Structure<p>Neuroscientific research indicates that living in an impoverished, stressful captive environment <a href="https://doi.org/10.1016/j.jveb.2019.05.005" target="_blank" rel="noopener noreferrer">physically damages the brain</a>. These changes have been documented in many <a href="https://doi.org/10.1002/cne.903270108" target="_blank" rel="noopener noreferrer">species</a>, including rodents, rabbits, cats and <a href="https://doi.org/10.1006/nimg.2001.0917" target="_blank" rel="noopener noreferrer">humans</a>.</p><p>Although researchers have directly studied some animal brains, most of what we know comes from observing animal behavior, analyzing stress hormone levels in the blood and applying knowledge gained from a half-century of neuroscience research. Laboratory research also suggests that mammals in a zoo or aquarium have compromised brain function.</p>
This illustration shows differences in the brain's cerebral cortex in animals held in impoverished (captive) and enriched (natural) environments. Impoverishment results in thinning of the cortex, a decreased blood supply, less support for neurons and decreased connectivity among neurons. Arnold B. Scheibel, CC BY-ND<p>Subsisting in confined, barren quarters that lack intellectual stimulation or appropriate social contact seems to <a href="https://doi.org/10.1590/S0001-37652001000200006" target="_blank" rel="noopener noreferrer">thin the cerebral cortex</a> – the part of the brain involved in voluntary movement and higher cognitive function, including memory, planning and decision-making.</p><p>There are other consequences. Capillaries shrink, depriving the brain of the oxygen-rich blood it needs to survive. Neurons become smaller, and their dendrites – the branches that form connections with other neurons – become less complex, impairing communication within the brain. As a result, the cortical neurons in captive animals <a href="https://doi.org/10.1002/cne.901230110" target="_blank">process information less efficiently</a> than those living in <a href="https://doi.org/10.1002/dev.420020208" target="_blank">enriched, more natural environments</a>.</p>
An actual cortical neuron in a wild African elephant living in its natural habitat compared with a hypothesized cortical neuron from a captive elephant. Bob Jacobs, CC BY-ND<p>Brain health is also affected by living in small quarters that <a href="https://doi.org/10.3233/BPL-160040" target="_blank">don't allow for needed exercise</a>. Physical activity increases the flow of blood to the brain, which requires large amounts of oxygen. Exercise increases the production of new connections and <a href="http://dx.doi.org/10.1126/science.aaw2622" target="_blank">enhances cognitive abilities</a>.</p><p>In their native habits these animals must move to survive, covering great distances to forage or find a mate. Elephants typically travel anywhere from <a href="https://www.elephantsforafrica.org/elephant-facts/#:%7E:text=How%20far%20do%20elephants%20walk,km%20on%20a%20daily%20basis." target="_blank">15 to 120 miles per day</a>. In a zoo, they average <a href="https://doi.org/10.1371/journal.pone.0150331" target="_blank" rel="noopener noreferrer">three miles daily</a>, often walking back and forth in small enclosures. One free orca studied in Canada swam <a href="https://doi.org/10.1007/s00300-010-0958-x" target="_blank" rel="noopener noreferrer">up to 156 miles a day</a>; meanwhile, an average orca tank is about 10,000 times smaller than its <a href="https://www.cascadiaresearch.org/projects/killer-whales/using-dtags-study-acoustics-and-behavior-southern" target="_blank" rel="noopener noreferrer">natural home range</a>.</p>
Disrupting Brain Chemistry and Killing Cells<p>Living in enclosures that restrict or prevent normal behavior creates chronic frustration and boredom. In the wild, an animal's stress-response system helps it escape from danger. But captivity traps animals with <a href="https://doi.org/10.1073/pnas.1215502109" target="_blank">almost no control</a> over their environment.</p><p>These situations foster <a href="https://doi.org/10.1037/rev0000033" target="_blank">learned helplessness</a>, negatively impacting the <a href="https://doi.org/10.1155/2016/6391686" target="_blank" rel="noopener noreferrer">hippocampus</a>, which handles memory functions, and the <a href="https://doi.org/10.1016/j.neuropharm.2011.02.024" target="_blank" rel="noopener noreferrer">amygdala</a>, which processes emotions. Prolonged stress <a href="https://doi.org/10.3109/10253899609001092" target="_blank" rel="noopener noreferrer">elevates stress hormones</a> and <a href="https://doi.org/10.1523/JNEUROSCI.10-09-02897.1990" target="_blank" rel="noopener noreferrer">damages or even kills neurons</a> in both brain regions. It also disrupts the <a href="https://doi.org/10.1016/j.neubiorev.2005.03.021" target="_blank" rel="noopener noreferrer">delicate balance of serotonin</a>, a neurotransmitter that stabilizes mood, among other functions.</p><p>In humans, <a href="https://doi.org/10.1006/nimg.2001.0917" target="_blank" rel="noopener noreferrer">deprivation</a> can trigger <a href="https://doi.org/10.3389/fnins.2018.00367" target="_blank" rel="noopener noreferrer">psychiatric issues</a>, including depression, anxiety, <a href="https://doi.org/10.3389/fnins.2018.00367" target="_blank" rel="noopener noreferrer">mood disorders</a> or <a href="https://doi.org/10.1177/1073858409333072" target="_blank" rel="noopener noreferrer">post-traumatic stress disorder</a>. <a href="https://doi.org/10.1007/s00429-010-0288-3" target="_blank" rel="noopener noreferrer">Elephants</a>, <a href="https://doi.org/10.1371/journal.pbio.0050139" target="_blank" rel="noopener noreferrer">orcas</a> and other animals with large brains are likely to react in similar ways to life in a severely stressful environment.</p>
Damaged Wiring<p>Captivity can damage the brain's complex circuitry, including the basal ganglia. This group of neurons communicates with the cerebral cortex along two networks: a direct pathway that enhances movement and behavior, and an indirect pathway that inhibits them.</p><p>The repetitive, <a href="http://dx.doi.org/10.1016/j.bbr.2014.05.057" target="_blank">stereotypic behaviors</a> that many animals adopt in captivity are caused by an imbalance of two neurotransmitters, dopamine and <a href="https://doi.org/10.1016/j.neubiorev.2010.02.004" target="_blank" rel="noopener noreferrer">serotonin</a>. This impairs the indirect pathway's ability to modulate movement, a condition documented in species from chickens, cows, sheep and horses to primates and big cats.</p>
The cerebral cortex, hippocampus and amygdala are physically altered by captivity, along with brain circuitry that involves the basal ganglia. Bob Jacobs, CC BY-ND<p>Evolution has constructed animal brains to be exquisitely responsive to their environment. Those reactions can affect neural function by <a href="https://www.penguinrandomhouse.com/books/311787/behave-by-robert-m-sapolsky/" target="_blank">turning different genes on or off</a>. Living in inappropriate or abusive circumstance alters biochemical processes: It disrupts the synthesis of proteins that build connections between brain cells and the neurotransmitters that facilitate communication among them.</p><p>There is strong evidence that <a href="https://doi.org/10.1523/JNEUROSCI.0577-11.2011" target="_blank">enrichment</a>, social contact and appropriate space in more natural habitats are <a href="https://doi.org/10.1111/j.1748-1090.2003.tb02071.x" target="_blank" rel="noopener noreferrer">necessary</a> for long-lived animals with large brains such as <a href="https://doi.org/10.1371/journal.pone.0152490" target="_blank" rel="noopener noreferrer">elephants</a> and <a href="https://doi.org/10.1080/13880292.2017.1309858" target="_blank" rel="noopener noreferrer">cetaceans</a>. Better conditions <a href="https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5543669/" target="_blank" rel="noopener noreferrer">reduce disturbing sterotypical behaviors</a>, improve connections in the brain, and <a href="https://doi.org/10.1038/cdd.2009.193" target="_blank" rel="noopener noreferrer">trigger neurochemical changes</a> that enhance learning and memory.</p>