Natural According to the Agricultural Marketing Service

Follow this link to read the press release for the "United States Standards for Livestock and Meat Marketing Claims, Naturally Raised Claim for Livestock and the Meat and Meat Products Derived From Such Livestock."

In a nutshell, the AMS proposes three core criteria for animals to meet eligibility for the Naturally Raised Marketing Claim. They are based on 44,000 comments from consumers, veterinarians, trade and professional associations, non-profit organizations, national organic associations, as well as consumer, agriculture, and animal advocacy organizations, retail and meat product companies, food service, livestock producers, and allied animal industries.

1) Raised without growth promotants and 2) antibiotics
3) Never been fed mammalian or avian by-products

We have the first point covered.

On point two, the AMS thinks treatment for coccidiosis, as long as it's in the form of ionophores, not sulfonamides, should be allowable. Corid falls within the AMS's parameters. They also think vaccines should be allowable, though it seems there is still debate among the commentaors on both treatements. See "Use of Antibiotics, Growth Promotants, Health Treatments, and Pesticides and Chemicals" on the third page, bottom of third column for more discussion. As we all know, not using pesticides on or around Chuck is one of our guidelines.

We are also conforming to the third point, which has always been standard practice in our book.

Interestingly, our NPOV came to most of these conclusions on our own over a year ago, as outlined in the Guidelines section. We think this goes a long way to show that consumers are capable of deciding for themselves what is natural, and that common sense is our most valuable tool.

This is not to say we don't need the AMS; an official source and definition is necessary for any branded product. The proposed rule, however, is just that: proposed. It has not yet been accepted. We think, however, that the AMS is on the right track with their reliance on moderation.

What do you think?