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?Animal Compassionate? Label to be Introduced

November 29, 2006 — 

Whole Foods Market will introduce a line of meat products displaying an "animal compassionate" label targeting a niche market aimed at satisfying animal activist concerns regarding animal welfare practices.

According to its website, the company will "be the first major grocery chain to create farm animal treatment standards" for meat products sold in its 186 stores. The enhanced standards will be developed jointly with Whole Foods Market, producers, animal welfare groups and experts, and an independent third-party food safety auditor. Products meeting the utmost standard will be labeled as 'animal compassionate.' The primary focus will be providing environments and conditions for each species that support the animal's natural physical needs, behavior, and well-being, according the information posted on the website.

Whole Foods, which recently banned the sale of live lobster amid welfare concerns, has been working on its animal compassionate standards for three years and plans to unveil its logo in a few months, as soon as auditing guidelines are established to make sure farmers are following the rules. The initiative was started by Whole Foods' chief executive, John P. Mackey, a vegan who has been increasingly outspoken on animal-rights issues.

Sources:
Whole Foods Market
The New York Times, October 24, 2006