2006 Beef Business Bulletin Stories Archive
Grass-Fed Beef Needs to be Defined
NCBA filed comments with USDA’s Agricultural Marketing Service (AMS) regarding their “United States Standards for Livestock and Meat Marketing Claim, Grass (Forage) Fed Claim.” A full copy is found online at www.beefusa.org.
In comments, NCBA voiced support for the rights of producers and processors to use marketing claims to market their products to a specific market.
NCBA expressed concern over how consumers interpret the meaning of the term “grass-fed.” Research shows there is recognition of grass-fed beef in the marketplace, but there is a wide variety of interpretation of what exactly this means to consumers. There is a question as to whether it means the cattle consumed only grass over their entire lifetime or if they consumed mostly grass and some additional feed items.
“This research indicates the importance of AMS setting a proper definition, communicating that with the public, and ensuring that this definition is adhered to when the product is marketed as ‘grass-fed,’” notes NCBA comments. NCBA said that food information intended for consumers cannot make false or misleading claims. It must be based on science and established regulations. The claims should not construe product safety or nutritional information.