“Organic” can only be used in meat that has been raised under the regulations from the USDA’s National Organic Program Standards and by farms that have been inspected to assure compliance.  Though the USDA certifies the various 3rd party entities that do the certification inspections they (USDA) have ownership of the term “USDA Organic”.  These standards for meat exclude the use of antibiotics, hormones, animal by-products and require that the animal be fed from sources of feed that are at least 70% organic and include no GMO.  Further, organic cannot use artificial fertilizers or pesticides on the grass.  However, a skirting of the standard as it refers to access to pasture has allowed meat and dairy products to be labeled organic which are raised in CAFO’s and simply fed organic feed and grain.  This has caused many consumers to lose faith in the strict meaning of organic.  The program relies on the credibility of the certifiers who do the inspections of the farms.  Much criticism has been logged concerning the effectiveness of certifiers in foreign countries responsible for qualifying producers to the USDA for approval and being able to label products as “Organic”.

According to the USDA, "Natural" may be used on the label when products contain "no artificial ingredients and are no more than minimally processed."  In effect, all fresh meat in the USA qualifies as “Natural” under the current USDA definition.  As a result producers and marketers who use this label try to further define what they in particular mean by “Natural”.  Most in the general public link in their mind the idea that natural meats are raised without the use of antibiotics and synthetic hormones.  Since these product attributes help to define what that particular producer means by “Natural” the sharp consumer needs to look for their inclusion on the label.  Unless a label specifies that it is produced without using antibiotics or synthetic hormones, which are additional claims under AMS/FSIS rules, then I think the consumer should assume that the product was raised including both.

In a an interview last year with Cattle Network I was asked about my background and my ranching business.  I thought to share the answer here.

I am a graduate of the University of Tennessee College of Veterinary Medicine (1981) where I had earlier received a BS in Animal Science.  I was in private practice for 10 years in Florida (my husband’s home state) before our move to Missouri. 

We own and family-operate a 4,000 acre farm in southern Missouri.  We proudly practice a sustainable agricultural management model that we believe benefits the animals, the environment, the product produced and the farmer who lives and works on the land.  A big part of this management involves rotational grazing in the production of grassfed beef.  As such we consider ourselves as grassfarmers who use cattle to harvest our crop.

In the past we sold all our calves through traditional marketing channels at weaning, or at weight ready to enter feedlots and sometimes we retained ownership to sell them as fats.  We occasionally finished a few animals on grass for friends or family but because of location did not have access to a local market that would have appreciation of the benefits of grass finished beef. 

As the use of Internet marketing become more common we launched in 2000 American Grass Fed Beef, www.americangrassfedbeef.com .  This venue allowed us to connect with our target market all across the country.  The company had very small beginnings (4 home freezers and shipping out of the garage) and is still a small, family operated farm that sells directly to the consumer.  However, the venture has grown steadily since 2000 as the benefits of grass fed beef have become more known.  

Each year we are finishing more and more animals on grass as we have seen the demand for grass finished cattle increase.  We select calves at 500-700 lbs. to finish on grass and sell the remainder. This number is limited by the amount of finishing pasture we have on the farm and the anticipated market demand.    

In 2005 we purchased a small processing plant, Fruitland American Meat, which is allowing us to grow our market and include the beef of other local producers that we market under our American Grass Fed Beef label...  Our primary business is still shipping directly to our customers who find us by the Internet but we are in the process of expanding into wholesale.

REPORTER: There are many suppliers who claim grass fed status.  Who are the real McCoys in your opinion?

DR. WHISNANT:  Without a legal definition in place for grass fed many operations, especially those larger entities that purchase cattle from various producers and market under a “corporate” business model have grass-raised the ruminant and yet grain finish to speed the finishing process, this is often done in confinement.

In this unique time, when we are still in an atmosphere without a legally binding standard for grass fed, there is opportunity to borrow traits of factory farmed livestock production and speed the rate of finish.  Over the last 5-6 years the demand for grass fed beef has continued to increase.  Since grass fed beef is marketed at a premium this offers opportunity to large corporate farms.  Many are currently spending multi-millions in developing a brand name before the rules go into place.  Specifically, I mean that several of the new brand names are finishing on corn and yet can still label as grassfed.