Food Alliance may start inspections under new grass-fed standard by May
 
by Sustainable Food News
February 20, 2008

The American Grassfed Association (AGA) said Wednesday its board has voted to start certifying grass-fed meat operations under a new industry-backed standard administered by Food Alliance, owner one of the most comprehensive agricultural eco-labels in North America.

“We can now begin the process of developing the audit protocols that will allow our members to certify their farms and ranches as grassfed,” AGA Beef Director Will Harris told Sustainable Food News.

The AGA represents more than 300 grassfed livestock producers. FA certifies farms, ranches, food processors and distributors for sustainable agriculture certification, which addresses labor conditions, humane animal care, and environmental stewardship.

Certified businesses can use the green, FA eco-label on its products to show off social and environmental responsibility.

FA Executive Director Scott Exo told SFN earlier that it could his group could start taking applications and undertaking inspections of producers wishing to be AGA-certified by May.

AGA’s grass-fed marketing claim standard is intended to exceed the requirements for the U.S. Department of Agriculture’s grass-fed standard announced in October, which allows animals confined to feedlots, given antibiotics and growth hormones to still be labeled ‘grass-fed’ as long as they were fed a forage diet.

 Farmers to Launch Separate Grassfed Label
American Grassfed Association will Partner with Food Alliance
to Promote a Separate Standard and Certification Program

Austin, Texas November 4, 2007 – The American Grassfed Association (AGA), representing over 300 grassfed livestock producers, today announced that they will be launching a certification program in reference to a grassfed label.  The United States Department of Agriculture has been working to publish a grassfed claim since 2002. The AGA strongly protested the 2006 revision which addressed the feeding practice alone and did nothing to link the claim to animals raised on pasture.  Hence, it would have allowed for animals to be raised in a feedlot, fed antibiotics and growth hormones and bear the grassfed label.  Over 19,000 comments  were primarily based in opposition to the confinement issue.

Rising consumer interest in the potential health benefits of grassfed meats has created new market opportunities for farmers and ranchers. However, without accepted standards and criteria, grassfed claims are being made for a wide variety of management and feeding practices. This lack of clarity has made it difficult for consumers to evaluate grassfed claims. While the USDA standard was intended to remedy the problem, producers are reluctant to wait further as they fear the lack of a definitive standard has already eroded the market as many companies market themselves as grassfed and yet finish their beef in feedlots.  The AGA believes it is important to protect the true grassfed producer and consumer by defining the term in a manner that allows for transparency of the entire process.

Grazing America 2007
Building a Bridge between the Farm and the Table

The American Grassfed Association is the name that speaks for grassfed production.  Dr. Whisnant has served as President of this organization for two years.  The AGA’s fourth annual conference will be held November 1-3 at the Sheraton Austin Hotel, Austin, Texas.  This event will bring together grassfed producers with the consumer and end users (retailer, customer, and chef) to network, learn and share information in the direct route between the farm and the table.

The list of speakers and presenters include:
John Mackey, CEO and founder of Whole Foods Market
Martin O’Connor, Branch Chief of USDA Agricultural Marketing Service
Jo Robinson, author of Pasture Perfect
 Linda Faillace, author of Mad Sheep- the True Story behind the USDA’s War on a Family Farm
Rick Bayless, noted author and award winning chef-restaurateur
Gary Nabhan, author of Coming Home to Eat
Monica Pope, one of Texas’ treasured chefs and restaurateur

Marian Burros has long been an advocate for sustainable farming as well as a champion of grassfed meats sourced directly from family farms.  She called immediately after the USDA grassfed claim was published in the Federal Register.  In that interview I explained the mixed feelings I had about what the claim stated.  Following is a result of that conversation.

New Rules Set for Meat Sold as Grass Fed

By MARIAN BURROS
Published: October 19, 2007
The Department of Agriculture has announced standards that would for the first time allow meat to be labeled as grass fed only if it came from animals that ate nothing but grass after being weaned.
Grass-fed meat has become more popular and widely raised in the past few years. Many of those who buy it consider it better for the environment than meat from animals raised on grain in huge lots, and healthier, because it is believed to have higher levels of Omega-3 fats. Some people also find it tastier.
Until now, said Martin E. O’Connor, the department official who oversees regulation of livestock feed, use of the grass-fed label was unregulated. Early proposals during five years of discussion would have permitted it for animals that were fattened on grain in their final weeks.
But the trade association representing many raisers of grass-fed livestock, which has long sought regulation of labeling, criticized the standards, which were announced on Monday, because they do not restrict the use of antibiotics and hormones and do not require grass-fed animals to live on pastures year round. The group, the American Grassfed Association, said it would set up its own certification system.
“The public perception is that grass-fed animals are on pasture,” said Dr. Patricia Whisnant, a veterinarian and president of the association, “they are not confined and are not given hormones or antibiotics.”

In light of the recent publishing of the USDA grassfed claim I wanted to review the management protocol we use at American GrassFed Beef to clearly indicate how we produce our beef.

PROGRAM REQUIREMENTS:
This standard is intended to embrace the following fundamental
principles:
• Grass-based animal production where animals are born and raised on open grass pastures.
• Holistic approach to farm/ranch management
• Responsible animal care that supports humane animal welfare, handling, transport and harvest of grassfed ruminant animals.

FORAGE PROTOCOL:
A grassfed ruminant is an animal that is born, raised and finished on open, grass pastures where perennial and annual grasses, forbs, legumes, brassicas, browse and post-harvest crop residue without grain, shall be the sole energy source, with the exception of mother’s milk, from birth to harvest. Hay, baleage, haylage, silage, ensiiage from any of the above sources may be fed to animals while on pasture during periods of inclement weather or low forage quality. For purposes of this claim, forage, with the exception of grass, is any plant material harvested prior to the expression of seeds for reproduction. Any incidental grain (derived from seeds naturally attached to herbage,
forage, browse, et cetera) consumed in insignificant amounts and not intentionally fed in an attempt to circumvent this standard shall not disqualify animals from this program.

American Grassfed Association Position Statement on the Newly Released USDA Grass Fed Claim
 
 The Board of Directors of the American Grassfed Association appreciates the effort made by the Agricultural Marketing Service of the USDA to establish a Grass Fed Claim for Ruminant Livestock. That said, we are disappointed with the content of the Standard that AMS-USDA finalized today.  We believe that this Standard, as published, fails to adequately address the following basic facets, tenets and integrity of Grass Fed animal husbandry:

•       The grass fed label claim can continue to be used by anyone in the marketplace since participation in this AMS verification process is voluntary.
•       The unrestricted supplementation of energy is allowed, as long as the feedings are recorded.  This standard does not set any restriction on amount, frequency or type of non-forage feedstuffs.
•       Long-term confinement practices are allowed under this standard since "access" to pasture and frost dates are easily manipulated.
•       The use of artificial hormones is allowed under this standard.
•       The use of therapeutic and sub-therapeutic antibiotics is allowed under this standard.
•       Artificial milk replacers are allowed under this standard including milk replacers made from bovine blood meal.

The Board of Directors of the American Grassfed Association feels that the spirit of the claim is negated by these allowances.  Further, we are certain that the confusion on the part of the consumer will increase as the consumer's expectations of grass fed products do not appear to be served by this labeling standard.
 
For additional information contact Dr. Patricia Whisnant, President, American Grassfed Association at 573-225-7078, pwhisnant@americangrassfedbeef.com  or Carrie Balkcom, Executive Director, American Grassfed Association 877-774-7277 or 303 243 4300  aga@americangrassfed.org
 

The United States Department of Agriculture has been working to publish a grassfed claim since 2002. The American Grassfed Association (AGA) of which Dr. Whisnant is President strongly protested the 2006 revision which addressed the feeding practice alone and did nothing to link the claim to animals raised on pasture.  Hence, it would have allowed for animals to be raised in a feedlot, fed antibiotics and growth hormones and bear the grassfed label.  Over 19,000 comments were primarily based in opposition to the confinement issue.

Rising consumer interest in the potential health benefits of grassfed meats has created new market opportunities for farmers and ranchers. However, without accepted standards and criteria, grassfed claims are being made for a wide variety of management and feeding practices. This lack of clarity has made it difficult for consumers to evaluate grassfed claims.

While the USDA standard was intended to remedy the problem, producers are reluctant to wait further as they fear the lack of a definitive standard has already eroded the market as many companies market themselves as grassfed and yet finish their beef in feedlots.  The AGA believes it is important to protect the true grassfed producer and consumer by defining the term in a manner that allows for transparency of the entire process.

This USDA standard can be read as a part of the Federal Register at http://a257.g.akamaitech.net/7/257/2422/01jan20071800/edocket.access.gpo.gov/2007/E7-20328.htm.

As more and more consumers become increasingly informed of where their food is sourced they also want to know more about how it is raised.  Grassfed has represented a niche market that has grown immensely over the last few years. 

What began as an inclination of consumers toward healthier and safer foods now represents a larger group who not only wants the perceived health benefits but comes to grassfed because of the management model.  Some consumers come because they care intensely about the humane treatment of animals we harvest for food.  Some come because they support sustainable agricultural practices that benefits the environment rather than depleting resources.  Many choose to support small family-scale farming over the factory farm model of agriculture.  For whatever reason most consumers who choose to buy grassfed products have in mind animals humanely raised on pasture with the most natural process possible.

Last week the USDA published into the Federal Register a grassfed (forage) claim for use as a voluntary marketing distinction.  This should make the producer and consumer happy, right?  Well, n

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.

A reporter recently asked that I clarify a position I had taken concerning the USDA 2006 grass fed proposal.

REPORTER:  The Associated Press quoted your concerns about the USDA's recent proposal to broaden the term "grass fed."  They're suggesting that only 99 percent, rather than 100 percent, of a cow's diet come from grass forage and by defining forage more broadly to include things like leftover corn stalks from harvest and silage, which are fermented grasses and legumes.  You seem to be a strict 'grass-is-grass' constructionist on the issue.  Will that 1% really make a difference?  And what is the detrimental effect of silage?

DR. WHISNANT:  No, I do not feel that the 1% will make a difference!  In fact, in the letter I drafted to the USDA, as President of the American Grassfed Association, I applauded them for addressing the previously published claim of 80% and making the change to 99%.  From a pure marketing standpoint I think the 100% would have sounded more genuine, but I appreciate their desire to make the 99% the ” truth in practice” that would allow for inadvertent exposure to grains or any prohibited feed material.

My problem with the use of corn silage as a forage is not so much a problem with it’s inclusion in the standard but with the lack of clarification and precise definition of  the use of the term “immature” grain.  After having observed some of the loopholes in the organic standard I think you open the way for abuse if a sliding scale for maturity is applied to the use of corn silage.  I believe that a better definition can be found to clarify the proper use of silage.  Silage would be great; sliding the scale all the way to grain maturity, which would potentially decrease the perceived health and safety benefits of the product, would not be great.  I just think the standard can be worded more precisely to clearly define permitted forage sources.  The use of vague terminology invites skirting of the intent.

REPORTER:  Speaking for the American Grassfed Association, you said, "We feel very strongly that any grassfed standard must address the issue of confinement as an integral part of that standard: otherwise the label will lose its integrity."  We have two issues at play - the feeding regimen and confinement.  Why do you see them as integral to your definition of grassfed?

DR. WHISNANT:  The USDA has chosen to address only the feeding regimen in its proposed standard.  Yet, I do believe that the consumer would define the term “grassfed” to mean an animal raised on pasture.  If passed into regulation as it now reads you could  have animals raised in feedlots, fed harvested forage and corn silage, fed antibiotics, implanted with synthetic growth hormones and be legally labeled “Grass fed”. It would be taking the family farmed sustainable model and applying the same label to a factory farmed feedlot model.  The feed yard need only change what is technically put in the trough.   That is disingenuous to the consumer who would choose the product not just for the perceived healthiness but because they would support sustainable systems that they believe are more humane to the animal, more environmentally friendly and in support of local family farms.

MESSAGE FROM THE PRESIDENT OF AMERICAN GRASS FED ASSOCIATION

Grazing America 2006 in Colorado Springs was a great success.  It truly was an “Education and Celebration of Real Farm Food” as it facilitated the building of a bridge from the farm to the consumer.  While relaying important information to the producer, the event opened dialogue and forged relationships between producers and end users.  The tours, the Grassfed Tasting, the seminars, the banquet with Eric Schlosser, the face-to-face meeting with Marty O’Connor (USDA) and the General Session meeting was simply the best grassfed event put forth to date.  I want to express my appreciation to all those who worked so hard to make it happen; the speakers, the sponsors, the attendees, the conference committee and our Executive Director, Carrie Balkcom.

August 8, 2006

Martin E. O’Conner
Chief, Standardization Branch,
Livestock and Seed Program,
AMS, USDA
Room 2607-S
1400 Independence Avenue, SW
Washington, DC 20250-0254

RE: Docket No. LS-05-09 

The American Grassfed Association ( AGA) would like to commend the USDA’s Agricultural Marketing Service for publishing a proposed voluntary claim and standards for grassfed (forage) marketing.  The proposed voluntary regulation should provide a good measure of assurance for protecting the integrity of any label claim using the term grassfed. 

We strongly support this standard as it refers to feeding practices.  Specifically, we support the provision for any meat labeled under this program to be sourced from animals that receive 99 percent of their lifetime energy supply from grass and forage.  However, we also feel very strongly that this forage feeding practice must be linked in the standard to open-range or pasture feeding models in order to protect the integrity of the grassfed term as it is defined by the majority of consumers. AGA would like to offer several suggestions on ways to further strengthen the standard.

Patricia Whisnant, DVM                                             FOR IMMEDIATE RELEASE
President
American Grassfed Association                               
Phone:  573-996-5333
Email:  pwhisnant@americangrassfedbeef.com
PRESS RELEASE

USDA Regulation Can Potentially Destroy Grass Farming

To most consumers the term Grass Fed means cattle humanely raised in grass pastures until time of harvest, the way nature intended.  If the proposed USDA Grass Fed claim currently published for comment passes into regulation you could see feedlot beef labeled as Grass Fed Beef.

The American Grassfed Association (AGA) represents grassfed producers, food industry professionals, researchers and consumer groups who are very concerned about the proposed grass fed claim.  Dr. Patricia Whisnant, President of AGA states, “We strongly feel that any grass fed standard must address the issue of confinement as an integral part of that standard, otherwise the label will lose its integrity.”

By MARIAN BURROS
Published: July 26, 2006
THE Agriculture Department has proposed allowing animals to be labeled grass-fed even if they never saw a pasture and were fed antibiotics and hormones.

When Martin E. O’Connor, chief of the standardization branch of the department’s livestock and feed program, explained the proposed rule at a conference of the American Grassfed Association in Colorado Springs, Colo., on Friday, members were angry.

Producers of grass-fed animals have waited for years for the department to develop certification standards and procedures, like the organic certification and seal, to distinguish grass-fed animals from conventionally raised animals. When department officials asked for input four years ago, association members replied that the rule should require that an animal be fed on pastures except in emergency circumstances where its life would be threatened, and also that the animal should be free from antibiotics and hormones.

There is a new food consciousness in America that can be witnessed at the grass roots level of sustainable food producers (grass fed beef included here), a more savvy, enlightened consumer, food industry professionals (chefs) and yes, even corporations.  As sustainability issues and products have become more mainstream we see family farms swimming upstream to connect directly with their customers and Wal-Mart launching a multi-million dollar campaign to capture their share of this target (sustainable) market.

At our recent American GrassFed Association conference our goal was to build a bridge between the farm and the consumer.  Grazing America 2006 was tagged “The Education and Celebration of Real Farm Food”.  It was wonderful to see groups such as Slow Food, Chefs Collaborative, RAFT, professional chefs, restaurant owners and representatives of several major corporate retailers talking and forming relationships with farmers, researchers and animal husbandry professionals. 

Jesse Cool represents part of this movement in her commitment to sustainable products and she attended our conference in Colorado Springs to learn first hand what grass fed beef was all about.  In this recent article from Sustainable Food News you can gain insight as to where these folks see the food industry moving.

GRASS FED ACTION ALERT

USDA Regulation Can Potentially Destroy Grass Farming

     The USDA has published for comment grassfed standards to define what the term Grass Fed means.  This claim defines grassfed to mean animals who receive 99% of their lifetime energy supply from grass and forage.  However, it falls short of defining where this forage diet can be fed.  To most consumers the term Grassfed means cattle humanely raised in grass pastures from birth to harvest, the way nature intended.   The USDA proposal would allow animals to be kept in confinement, fed harvested forage, corn silage and other grains that have not been separated from their stalks.  If this proposed claim passes into regulation you could see feedlot beef fed antibiotics, hormones and legally be labeled Grassfed Beef.

     We feel so strongly about this we are asking for your help in responding to the USDA.  We are quite sure you don't want Grass Fed cattle standing in confinement for 160 to 220 days, without shade, eating corn silage and being fed antibiotics and growth hormones.  We ask you to please take the time to insure the term Grass Fed Beef means range or pasture raised not Factory Farmed, confinement raised. 

American Grassfed Association                                FOR IMMEDIATE RELEASE
www.americangrassfed.org
1648 Gaylord Street
Denver, Colorado 80206
Phone: 877-774-7277
Email:  aga@americangrassfed.org
PRESS RELEASE

USDA TO MEET FACE TO FACE WITH PRODUCERS AND CONSUMERS
AT
GRAZING AMERICA 2006

Martin E. O’Connor Chief, Standardization Branch, Livestock and Seed Program, Agricultural Marketing Service of the USDA will make a presentation Friday, July 21 at Grazing America.  This three-day event sponsored by the American Grassfed Association will be held at the Antlers Hotel in Colorado Springs, CO.

The U.S. Department of Agriculture is seeking comments on a proposed minimum standard for grass fed marketing claims.  This standard once adopted will become the U.S. Standard for Grass Fed claims.  In an effort to promote comparative differences in their products livestock and meat producers are using production and/or processing claims to distinguish their products in the marketplace.  USDA’s Agricultural Marketing Service, through its voluntary certification and audit programs, verifies the accuracy of theses claims.  The proposed standard will establish the minimum requirement for producers who want to use a grass fed label.  Voluntary meat marketing claims are developed, modified, and interpreted through the Standardization Branch of the USDA of which Mr. O’Connor is the head.

American Grassfed Association                                FOR IMMEDIATE RELEASE
www.americangrassfed.org
1648 Gaylord Street
Denver, Colorado 80206
Phone: 877-774-7277
Email:  aga@americangrassfed.org
PRESS RELEASE

ERIC SCHLOSSER KEYNOTE SPEAKER GRAZING AMERICA 2006
The Education and Celebration of Real Farm Food

Eric Schlosser, award-winning journalist, and author of national bestsellers Fast Food Nation, Chew on This and Reefer Madness will be the keynote speaker at Grazing America 2006 – The Education and Celebration of Real Farm Food, sponsored by the American Grassfed Association.  The three-day event will be July 20-22 at the Antlers Hotel in Colorado Springs, Colorado.  It will forge a direct bridge between grass-fed producers, researchers, scientists and consumers.

In a study published last week by the Union of Concerned Scientists an independent scientific group has reported what we grass farmers have been saying all along, that beef from grass-fed is healthier. 

This study has put together findings comparing both pasture finished and conventionally finished beef and dairy   Grass-fed beef and dairy contain higher levels of omega-3 fatty acid that reduces risk of heart disease and higher CLA which has been shown in research to decrease the risk of cancer. 

If you would like to see the entire study you may do so at http://www.ucsusa.org.

CHICAGO - March 7 - The Union of Concerned Scientists today released the first comprehensive study that confirms that beef and milk from animals raised entirely on pasture have higher levels than conventionally raised beef and dairy cattle of beneficial fats that may prevent heart disease and strengthen the immune system. The study also shows that grass-fed meat is often leaner than most supermarket beef, and raising cattle on grass can reduce water pollution and the risk of antibiotic-resistant diseases.

"When you eat grass-fed meat, you're getting beef with benefits," said report author Dr. Kate Clancy, a nutritionist and senior scientist in the Food and Environment Program at UCS. "There are no losers in producing cattle entirely on pasture. Farmers win, consumers win, the environment wins, and even the cattle win."

Missouri Grass Farmers Now Offer Organic Certified Processing To Family Farms

This month Fruitland American Meat in Jackson, Missouri owned by veterinarian Dr. Patricia Whisnant and cattleman Mark Whisnant received USDA approval for organic certified processing.  The Whisnants are grass fed beef ranchers who market their beef directly through their website AmericanGrassFedBeef.com.

Dr. Whisnant shares, “We initially sold large cuts of butcher wrapped grass fed beef.  Our family soon learned that our customers demanded a dry aged, individually vacuum packaged gourmet product clearly labeled AmericanGrassFedBeef.com.

”Most Americans don’t realize the difficulties small farmers face.  Our costs to raise and process beef are at least double because we don’t have the economies of scale of factory operations.  Plus grass fed beef requires more time and personal attention to bring our cattle naturally to market weight.

 ”Factory processors won’t adapt their operations to meet the needs of family farms. Our products require too much care to be worthwhile to a factory operation which employs predominantly unskilled workers.”