Majority of consumers report losing trust in retailers that practice deceptive meat marketing techniques known as humanewashing
Portland, Oregon--(Newsfile Corp. - August 21, 2023) - A new consumer survey from Farm Forward and Data for Progress evaluated consumer's expectations about the labeling and marketing of animal products. The survey results, published in a new report, revealed that affordability and animal welfare are the top two considerations for shoppers when purchasing meat, eggs, and dairy products.
When exposed to information about companies that are utilizing the deceptive practice known as humanewashing, the majority of consumers surveyed say they would be less likely to support a brand if they found out a company was engaged in misleading marketing practices. Additional survey data indicates that conscientious shoppers who pay more for animal products labeled "antibiotic free" and "humane" are the most susceptible to being misled by deceptive marketing and overcharged for products that don't meet their expectations.
"Shoppers expect that grocery stores verify the claims made by the products they sell," said Andrew deCoriolis, Farm Forward's Executive Director. "That is especially true for antibiotic- free meat. Our survey found that most shoppers believe that retailers test products to ensure that antibiotics aren't present. When they find out that isn't the case, most consumers say they would lose trust in the grocery store."
The survey also finds that consumers would support stricter standards for foods labeled as antibiotics-free in their grocery store. Over 80% of respondents surveyed believe there should be stricter transparency regulations for both antibiotics and animal product labeling.
"In our research, we have consistently found that consumers are confused and misled by the labels given to animal products in their grocery store," said Danielle Deiseroth, Executive Director of Data for Progress. "Americans list animal welfare as a top consideration for their purchases, and a clear majority want higher testing standards for food labeling to ensure companies' claims actually align with their practices."
Key Findings
- Over two-thirds (69%) of American adults are very or somewhat concerned about where their food comes from.
- Nearly two-thirds (62%) agree that grocery stores selling animal products with labels like "raised without antibiotics" and "Animal Welfare Certified" should be subject to regular testing and reporting to ensure products meet the standards they claim they do.
- Nearly three-fourths (71%) would lose trust in their grocery store if they discovered that products marketed as raised without antibiotics contained antibiotic residues.
- An overwhelming majority (87%) think there should be stricter transparency regulations for labeled products.
- The results of the survey indicate that consumers believe grocery stores and the government should both do more to ensure labels like "antibiotic free" are accurate.
Government and Courts Urged to Protect Consumers from Deceptive Marketing
There is increasing public scrutiny about meat labeled as "antibiotic free." Equipped with the data from the report, Farm Forward sent a letter to several state attorneys general, urging them to protect consumers in their state from deceptive marketing practices and from being overcharged by retailers who do not verify the accuracy of meat labeled antibiotic-free.
In the spring of 2022, Farm Forward published an investigation that found a beef product sold by Whole Foods Market and marketed as "antibiotic-free" tested positive for an antibiotic. This investigation was corroborated by a peer-review study published in Science that found that as much as 25 percent of cattle marketed "antibiotic free" tested positive for antibiotics, including medically-important antibiotics.
Last summer, a consumer class action lawsuit was filed in federal court in California alleging that Whole Foods misled the public by marketing their meat as "no antibiotics, ever." In July of this year, one of the plaintiffs in the suit was granted standing by a federal judge, allowing the case to continue.
In 2023, four US Senators sent a letter to the Secretary of Agriculture urging the USDA to take action to protect consumers from deceptive marketing, and in June the USDA announced new guidelines for meat companies who wish to market products as "humanely raised," "sustainable," and "pasture raised." The USDA also signaled that they are exploring a requirement for companies to test to ensure meat is antibiotic free.
"The public expects that the government and grocery stores do more to protect them from humanewashing," deCoriolis said. "It's time for companies and regulators to meet public demands for transparency and accountability."
To learn more about the report or to schedule an interview with Farm Forward or Data For Progress, contact [email protected].
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About Farm Forward
Farm Forward is a nonprofit that works to implement innovative strategies to promote conscientious food choices, reduce farmed animal suffering, and advance sustainable agriculture. Farm Forward works to change policy, improve farming practices, and change the stories told about animal agriculture. Their work has improved the lives of more than 400 million farmed animals each year.
About Data for Progress
Data for Progress is a progressive think tank and polling firm, which arms movements with data-driven tools to fight for a more equitable future. DFP provides polling, data-based messaging, and policy generation for the progressive movement, and advises campaigns and candidates with the tools they need to win. DFP polling is regularly cited by the New York Times, the Washington Post, and hundreds of other trusted news organizations.
Learn more at dataforprogress.org or follow DFP on Twitter at @dataprogress.
To view the source version of this press release, please visit https://www.newsfilecorp.com/release/177526