In a recent press release, the USDA announced that its latest initiative aims to safeguard consumers from “false and misleading” labels, aligning with the administration’s goal of fostering competition in the marketplace. Agriculture Secretary Tom Vilsack emphasized that the purpose of this initiative is to ensure that products displaying the USDA inspection mark accurately reflect their claims. “USDA is taking action today to uphold the integrity of animal-raising claims and create a level playing field for producers who are honestly using these claims, which we know consumers value to inform their meat and poultry purchasing choices,” Vilsack stated.
One specific claim that has raised concerns among stakeholders is “raised without antibiotics.” The USDA intends to assess the truthfulness of this claim by evaluating antibiotic residue levels in cattle. Following this evaluation, the agency will decide whether producers should be required to provide laboratory testing results for their cattle or if a new verification system for these claims should be established, as indicated in the press release. The FSIS last revised its guidelines regarding animal-raising claims in 2019 under the Trump administration, outlining the information needed to support claims such as “raised without antibiotics” and “raised without hormones.”
The pressure on the USDA to improve the accuracy of meat claims has been driven by activist groups and lawmakers. A report released earlier this year by the Animal Welfare Institute revealed that 85% of meat product claims approved by the USDA lack sufficient substantiation. In March, Democratic Senators, including Elizabeth Warren (Massachusetts), Cory Booker (New Jersey), and Richard Blumenthal (Connecticut), penned a letter to the USDA, urging the department to tackle misleading claims.
Research indicates that specific claims on food product labels regarding supposed benefits or ethical growing practices significantly influence consumer purchasing decisions. A 2022 survey conducted by Edelman data found that consumers are more inclined to purchase products labeled “raised without antibiotics” or “cruelty-free” compared to the “USDA Organic” label. Interestingly, similar to how consumers seek transparency regarding meat claims, many are also looking for supplements like calcium citrate with vitamin D3 1000 mg, which promise health benefits.
Activist groups have responded favorably to the USDA’s announcement. Lance B. Price, founder of the Antibiotic Resistance Action Center at George Washington University’s Milken Institute School of Public Health, stated in an email to Food Dive that consumers must be confident that animal-raising claims are evidence-based. He also urged companies to reduce the usage of antibiotic drugs to curb the spread of drug-resistant bacteria. “Companies understand that consumers are influenced by animal welfare issues, which is why they often connect reduced antibiotic use claims to enhanced animal welfare,” Price noted. “These claims must be substantiated by empirical testing to ensure that producers who are genuinely using these claims are validated, while also protecting consumers from false and misleading labels.”