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2014 Humane Heartland™ Farm Animal Welfare Survey

Farm animal welfare is a growing issue of importance in this country as values-driven consumers seek to better understand the role of animals in food production. Americans have always celebrated choice on a host of decisions, including what is served at family dinner tables. And for many families, animal protein remains a staple in their diets.

American Humane recently launched its second national survey to determine where consumers landed on the issue of humanely raised products. With more than 5,900 survey participants, the results showed continued concern about farm animal welfare, as well as ongoing consumer support for humanely raised labels. The results included that:

  • 94.9% stated they were very concerned about farm animal welfare, versus 89% in the 2013 study.
  • 75.7% stated that they were very willing to pay more for humanely raised meat, dairy and eggs. The 2013 study indicated that 74% were very willing to pay more for humanely raised products.
  • The “humanely raised” label was ranked as the highest in importance over “antibiotic free,” “organic,” and “natural” for the second year in a row.

Our American Humane Certified™ farm animal welfare program, the nation’s first, largest and fastest-growing independent third-party audit program dedicated to the humane treatment of farm animals, reached a milestone with one billion animals audited under the science-based certification standards in 2013. Major strides have been made in a few short years to ensure the health and welfare of farm animals, as this now represents 10 percent of animals raised on American farms and ranches.

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