ne w s le t t e rSUMMER 2012 Volume 5 Issue 2

Farmers Markets:

In this Issue:

p6–7Top Tips for Success

Summer 2012Volume 5 · Issue 2

2 Dear FrIenDs Letter from Andrew Gunther

3 Top news New Study: Consumers Reward Transparent Labeling

3 GooD husbanDry GranTs A Call for 2012–2013 AWA Good Husbandry Grant Proposals

4 news In brIeF White House Honors AWA Farmers; Cochon 555 Success; AWA Farm-to-Farm Sales

5 Farmer proFIle Meet Deborah Stone of Stone Hollow Farmstead

6 supporT Making the Most of Farmers Markets

8 DIsCussIon Grassfed Beef is Greener—And That's a Fact

10 noTes From The FIelD Addressing Public Complaints

11 meeT The Farmer Chris Kerston Of Chaffin Family Orchards

11 awa servICes Free Marketing Materials—Order Today!

contents

staffProgram Director Andrew Gunther Lead Auditor Tim Holmes Program Coordinator Julie Suarez Program Assistant Amanda Kisner Auditors Lance Gegner Charlie Hester Ken Smith

Lead Farmer and Market Outreach Coordinator Emily Lancaster

Farmer and Market Outreach Coordinators Eve Cohen Beth Spitler Paul Servideo

Communications Associate Katie Baumer

Educational Outreach Coordinator Wendy Swann

Writer/Editor Peter Mundy

Graphic Designer Alexandra Alberg

consultantsAuditors Kim AlexanderDr. Karen AndersonDr. Jennifer BurtonDr. Jan Busboom Karen Haverinen Lehto Tim LinquistRichard Long Frank Morison Stan PaceRob StokesDr. Mick WeirichDr. Wendy Weirich

Technical Anna Bassett

Corrective Action Plan Coordinator Chris Peckham

For subscription inquiries or other information, contact AWA at 1007 Queen Street, Alexandria, VA 22314. Tel: (800) 373-8806; Fax: (202) 446-2151. Visit our website at www.AnimalWelfareApproved.org or e-mail us at Info@AnimalWelfareApproved.org.

Join our e-mail list at: www.AnimalWelfareApproved.org.

Read and comment on our blog at: www.AnimalWelfareApproved.org/blog.

@AWAapproved

www.facebook.com/AnimalWelfareApproved

5

8

6

11

Cover photo: Jean-Paul Courtens and Jody Bolluyt of Roxbury Farm, NY (Brigid Sweeney);Contents photos: Goat at Stone Hollow Farmstead, AL (Brian Francis Photography); Farmers market (Mike Suarez); Cattle at Rain Crow Ranch, MO (Mike Suarez); Poultry at Chaffin Family Orchards, CA (Chaffin Family Orchards)

ne w s le t t e r2012 is already a year that the intensive livestock industry would like us to forget. Media coverage of ammonia-treated boneless lean beef trimmings (BLBT)—otherwise known as “pink slime”—resulted in an extraordinary public backlash, particularly when we learned that 70 percent of ground beef sold in the U.S. contained unlabeled BLBT.

Weeks later, news broke that a dead cow in California tested positive for “atypical” bovine spongiform encephalopathy (BSE, or “mad cow disease”). While the USDA claimed that the public had nothing to fear, the fact that the case was detected purely by chance did not go unnoticed.

What most commentators failed to note, however, is that the “pink slime” fiasco and BSE are both the indirect outcomes of the incessant drive to further industrialize livestock farming and meat processing. In both cases, a novel technology was introduced (essentially) out of public sight with the primary aim of utilizing slaughterhouse waste to minimize industry costs. Most consumers had no idea that ruminant remains were being ground up and fed back to other ruminants; similarly, the meat processing industry did very little—if anything—to inform the public that BLBT was being added to most ground beef.

I believe that the recent public outcry is a symptom of years of latent concern about the over-industrialization of food production. Indeed, many consumers now have a profound feeling that, when it comes to food production, the pendulum has swung too far towards the surreptitious introduction of questionable practices on the basis of “what can make us the most money—regardless of the costs.” And the intensive meat industry is now paying the price.

Andrew Gunther Program Director

Dear Friends,

2

AW

A N

ew

sle

tte

r

clear and transparent product labeling to better educate and inform consumers, as well as to attract new customers. Sustainable farmers would do well to digest the findings of this study and ensure that their food labeling and marketing materials clearly reflect the core values that today’s conscientious consumers are looking for when they are shopping for their food.”

Download a full copy of the report, Animal Welfare Approved 2011 Animal Products Survey Results, at http://bit.ly/KD71gq or call the AWA office at (800) 373-8806.

Animal Welfare Approved is pleased to announce a call for proposals for its 2012–2013 Good Husbandry Grants program.

Now in its fifth year, the Good Husbandry Grants program has funded over one hundred projects across the U.S. to improve farm animal welfare. AWA farmers, and those who have submitted an application for AWA certification, can apply for up to $5,000 toward projects such as mobile housing, breeding stock, and on-farm processing equipment. Slaughter plants working with or seeking to work with AWA farmers are also eligible for funding.

The funding priorities for this year's cycle include improved genetics and increased outdoor access. AWA's Good Husbandry Grants program will also continue its focus on welfare improvements in the slaughter process.

Profiles of previous Good Husbandry Grant recipients are available online at www.AnimalWelfareApproved.org/farmers, along with guidelines for applying, FAQ and an application form. If you have any questions contact AWA Grants Coordinator Emily Lancaster at Emily@AnimalWelfareApproved.org or (202) 618-4497.

A new report by Animal Welfare Approved and the Center for Sustainable Tourism at East Carolina University offers good

news for sustainable farmers, as well as the growing number of retailers and restaurants that sell sustainable food.

Researchers from East Carolina University conducted an online survey of almost 2,000 consumers across the U.S., focusing on their food choices. Almost half of respondents reported that they included sustainable meat, dairy, and/or eggs in 1–5 of their meals each week, while the vast majority of respondents believed that sustainable products are better for the environment (93.8 percent), healthier (89.6 percent), more nutritious (80.8 percent), better tasting (80.7 percent), and safer (86.3 percent) than conventionally raised animal products.

Most respondents also indicated that they would be willing to pay more for sustainably raised meat, dairy and eggs, but that these products were often difficult to find in their local chain grocery stores. With over 60 percent of the respondents stating that they regularly shop in chain grocery stores, the survey points to the potentially significant future market opportunities for sustainable farms.

The theme of transparency was a common thread throughout the study, and was most apparent in the overwhelming consumer demand for transparent labeling. Nearly all respondents said that clear labeling for animal products was very important to increasing the production and consumption of sustainably raised meat.

“This study confirms what we have been advocating all along—that informed consumers will make sustainable food choices when they are given the opportunity,” says Andrew Gunther, AWA Program Director.

“The report also emphasizes the need for

new study: Consumers reward Transparent labelingAnimal Welfare Approved and East Carolina University have published a landmark study on consumer preferences for sustainable food products when they are traveling, dining out, and eating at home.

BY PETER MUNDY, WRITER/EDITOR

The survey found that while most consumers would pay more for sustainably raised meat, dairy and eggs, these products were often difficult to find in the chain grocery

stores where over 60 percent of them shopped.

Call for 2012–2013 awa Good husbandry Grant proposals

Animal Welfare Approved 2011 Animal Products

Survey Results

Conducted by

Animal Welfare Approved and East Carolina University's

Center for Sustainable Tourism

Carol Kline, Alison Murray, and Emily Lancaster

April 15, 2012

Rap

id E

ye M

edia

3

Su

mm

er 2

012Top News

Farm, VA, supplied a Red Wattle pig which was used to win the Washington, DC, competition. Cochon 555 culminates in a Grand Finale in Aspen, CO, where the 10 winning chefs will compete to become the "King/Queen of Porc."

AWA FARM-TO-FARM SALESAWA farmers can now sell breeding or feeder stock, farm equipment or supplies to other farmers using AWA’s new online Farm-to-Farm Sales page.

Farmers can view current entries and download the Farm-to-Farm Advertisement Application Form at www.AnimalWelfareApproved.org/farmers/classifieds—or call (800) 373-8806 for more information.

NEW AWA STAFFAWA has recently appointed two new staff members.

“We are delighted to welcome Katie Baumer and Paul Servideo to the team,” says Andrew Gunther, AWA’s Program Director. “Katie joins us as Communications Associate and will guide our traditional and social media communication activities, ensuring that news from the program and our farmers reaches the broadest audience.

“Paul joins our Farmer and Market Outreach team as Coordinator for the Northeast region, taking over for Brigid Sweeney, who recently relocated to California. Paul will be responsible for supporting new and existing AWA farmers across the region, as well as raising consumer awareness about the wide-ranging benefits of the AWA program.”

AWA EGGS HIT THE SPOTAWA eggs are recommended as the best choice for healthy, ethically produced eggs, according to a review by EthicalFood.com.

“In the absence of a local, pasture-based farmer, you may have to rely on labels when buying from a grocery store,” advises EthicalFood.com. “Animal Welfare Approved is a comprehensive and rigorous certification.”

USDA LABEL APPROVALThe USDA’s Food Safety and

Inspection Service has launched a new online approval system for meat, poultry, and egg product labels.

“The USDA is hoping this new online system will streamline the label approval process and allow businesses to track their submissions,” says Emily Lancaster, AWA’s Labeling Coordinator. “Remember that AWA can help you to design professional food labels for your products and guide you through the mandatory approval process—all at no charge.”

For details of AWA’s labeling service, visit www.AnimalWelfareApproved.org/farmers/labeling or contact Emily Lancaster at (202) 618-4497.

HUMANE COYOTE CONTROLAWA-certified Barinaga Ranch in Marin Country, CA, was featured in the San Francisco Chronicle in an article about the increasing use of guardian dogs.

Marcia Barinaga of Barinaga Ranch relies on Great Pyrenees guardian dogs—rather than traps, poison, or bullets—to protect her flock of dairy sheep from coyotes. “I see coyotes on the ranch all the time,” she says. “But we have lost no sheep at all to predators.”

PHOTO CORRECTIONThe photograph of sheep on the back cover of the Spring AWA Newsletter was taken at Weirauch Farm and Creamery in Petaluma, CA, and not Border Springs Farm, as indicated. We apologize for the error.

ARSENIC FEED BANMaryland has become the first state to ban the use of arsenic in intensive chicken production.

The new law, which comes into effect on January 1, 2013, follows an FDA study last year which found traces of inorganic arsenic in the livers of intensively raised chickens, where arsenic is used to prevent coccidiosis. Arsenic is a known carcinogen and is linked to numerous other human health concerns. AWA standards have never permitted its use.

“We welcome this new law,” says Tim Holmes, AWA Lead Auditor. “Maryland is the seventh largest broiler producing state and we hope other states will now follow suit. However, we are concerned that a loophole may allow some poultry farmers to use arsenic compounds in their birds’ drinking water.”

WHITE HOUSE HONORS FARMERSChad and Jodi Ray, of Ray Family Farms in Louisburg, NC, were honored by the White House in April as “Champions of Change.”

The award is in recognition of the Rays’ efforts to prove that corporate environmental leadership makes sense, both for business and for local communities. Selling beef, pork, poultry and vegetables from their 170-acre farm to local customers, the Rays are also committed to on-farm education, environmental stewardship, and green energy.

“The AWA mission and brand means a lot to people," explained Chad. "I believe it is part of why we were selected. It just proves that this whole movement means something—that the White House would take notice of just one farm in North Carolina.”

COCHON 555 SUCCESSTwo AWA farms have supplied winning hogs for the prestigious Cochon 555 competition—a 10-city culinary tour where 50 renowned local chefs must prepare a “snout-to-tail” menu using only traditional pig breeds.

AWA-certified Palmetto Creek Farms, FL, supplied a Hereford pig to the winning chef at the Miami competition, while Leaping Waters

Maryland's lawmakers have banned the feeding of arsenic compounds

in intensive poultry systems.

Ens

a

4

AW

A N

ew

sle

tte

rNe

ws in

Brie

f

at any one time. We produce and pack about 300 lbs of cheese a week, using many ingredients from the farm, such as chives, honey, figs, olives, garlic, tomatoes and basil. We supply numerous high-end restaurants, as well as retailers such as Whole Foods Market and Piggly Wiggly stores, and recently started supplying KeHe Distributors, one of the country’s largest wholesale distributors of

natural and specialty food products.Selling to the food service industry

was tremendously helpful in building our brand and it provided useful cash flow while we developed our retail sales. Good chefs are always looking for local food and variety, but they’re busy people. So if you are looking to supply them, take product samples and professionally designed point-of-sale information, and then leave them to try it. Getting our farm name on their menus really was priceless promotion.

I come from a long line of Alabama gardeners and farmers, so in my heart I always wanted to return to farming. After leaving home, however, I trained as an aesthetician, opening a day spa in Birmingham, AL, in 1989. At that time, it was only the third day spa in the U.S.—and the only one in the Southeast. It turned out to be a very successful venture and, in 1999, we sold the business to a larger company.

After the sale my husband, Russell, asked “Well, what do you want to do now?” I immediately said that I wanted to go back to farming. I wanted my children to experience the rural lifestyle that I enjoyed when growing up. We already owned a small number of Hanoverian horses, so the initial plan was to import more breed mares and set up a breeding facility. We found suitable farmland just outside Harpersville and called it Stone Hollow Farmstead.

One of my lifelong goals was to develop my own line of medicinal skincare products, so I started growing therapeutic herbs on the farm. In 2003, I launched the Botaniko skincare brand, incorporating botanical extracts from herbs grown and processed at our lab on the farm. Although we were already growing vegetables to feed our family, I wanted the farm to be completely self-sufficient, producing our own milk and meat. We bought a small number of goats, and it wasn’t long before I was making cheese with the excess milk. We gave some to friends and family, and they loved it. Inspired by other artisan producers, we began to build up the herd and started selling cheese to local restaurants and grocery stores, and soon we couldn’t keep up with demand. As luck would have it, we were introduced to a local goat farmer, Ralph Hayes. With his additional milk supply, we were able to establish a dairy processing facility on the farm and significantly increase production. It’s a great arrangement.

We have around 150 goats (Saanen for volume and Alpine and Nubian for butterfat), with Ralph milking 80–100

FARM AT A GLANCEFarm: Stone Hollow Farmstead, Harpersville, AL

AWA certified: 2011

Size: 80 acres (plus grazing on linked AWA farm)

Altitude: 450 feet

Enterprises: 150 Saanen, Alpine and Nubian goats producing 300 lbs of cheese a week. On-farm lab producing skincare brand with farm botanical extracts.

Deborah Stone (right) with her daughter, Alexandra, who is responsible for product development and public relations at the farm.

Deborah Stone recently opened The Pantry in Birmingham, AL, as a retail outlet for her cheese and other farm products, with a lunch and takeout farm-to-table menu. Visit www.StoneHollowFarmstead.com.B

rian

Fra

ncis

Pho

togr

aphy

Deborah stone: Getting back to the landDeborah Stone sold her pioneering day spa business in 1999 to establish Stone Hollow Farmstead with her family in Harpersville, AL. She now supplies award-winning goat cheese to several major retail outlets.

Ale

xand

ra S

tone

5

Su

mm

er 2

012Farmer Profile

makInG The mosT oF Farmers markeTs Farmers markets can provide opportunities for farmers to market their products directly to the consumer. We offer some key tips for new and veteran vendors alike.

BY STACY MILLER, ExECUTIVE DIRECTOR, FARMERS MARKET COALITION

The rapid growth of farmers markets over the last decade is more than mere coincidence. I see it as the fruit of a timely convergence of at least two key factors: farmer demand for more viable, human-scaled enterprises and an awakening among citizen-consumers that, yes, food can be fresher, of higher quality, and available in a system where one’s dollars really can benefit the local economy.

Given that recent USDA Economic Research Service data shows that farmers receive, on average, less than 16 cents for every dollar spent on food in traditional retail outlets, is it any wonder that 1.8 million acres of prime farmland were lost to development between 2002 and 2007? That’s why it’s so heartening to see a steady increase in the number of farms that choose to market directly to consumers. It’s also why—despite occasionally being marginalized as only for “hobby farmers”—farmers markets can play a critical role in

revitalizing rural America and inspiring the next generation to stay on the farm and develop new enterprises in response to local community demand.

Capturing a higher percentage of the shoppers’ retail food dollar through farmers markets isn’t easy, nor is it viable for every farm or farmer. But for those farmers who are willing to try their hat at some of the tasks typically performed by those in the market research, retail, product marketing, and transportation sectors, it can be well worth it.

Since I was lucky enough to be a producer and a manager before working with the Farmers Market Coalition (see box on opposite page), I would like to offer four basic tips for producers looking to sell at farmers markets—whether you are a veteran direct-marketer looking for a new market or just starting out.

UNDERSTAND THE MARkET Not all farmers markets are created equal, and it’s no surprise that well-managed farmers markets tend to yield higher returns for their producers than ones eking by with informal, ad hoc structures. As tempting as it is to minimize one’s expenses, be wary of farmers markets that require no fees from vendors. Effectively promoting a market requires the ongoing education, empowerment, and excitement of a continually expanding customer base—and not just the same old customers. That takes time, skill, and a commitment that’s hard to replicate year after year, as volunteers burn out and transfer responsibilities to someone else.

According to the USDA’s most recent survey of farmers market managers, markets with paid management reported monthly sales five times greater than those without

paid managers. So take the time to learn the mission of the market, its governance and management structure, and the kinds of promotional and educational services it offers to the community. It’s a good sign if producers are elected to a governing board or committee to help represent the needs of the vendors, and it ultimately improves the market for everyone.

PRICE ACCORDINGLYWalmart doesn’t set its prices based solely on perception of their shoppers’ willingness to pay, or by using your prices as a reference point. Neither should you. Know your costs of

Ted Berg from Painted Goat Farm, NY, talks to customers at New Amsterdam Market, NY. Offering a small selection of samples will attract potential customers to the stall—and prove just how good your products taste.

There are now over 6,100 farmers markets registered in the USDA Farmers Market Directory—and numbers continue to rise.

Mik

e S

uare

z

Eve

Coh

en

6

AW

A N

ew

sle

tte

rSu

pport

FOOD SAFETYMake a commitment to keeping your customers safe. Display copies of any permits, certifications, or licenses relevant to your businesses. Every state and locality has different guidances, and the Farmers Market Coalition has compiled a state-by-state chart of regulations and resources pertaining to food safety at farmers markets to help you become familiar with the rules of the road when it comes to accountability for safe products.

As sustainable farmers already know, legal tender is not the only currency exchanged at farmers markets. Trust is given and received, and can often yield bigger dividends than just cash alone.

FURTHER RESOURCESGrowing for Market, the leading trade publication for farmers who market direct, offers a free issue available on their website devoted exclusively to tips for selling at farmers markets. This is a valuable resource and I encourage a thorough read on a rainy day. Visit www.GrowingforMarket.com.

Additional resources compiled from around the country are available in the Farmers Market Coalition Resource Library at www.FarmersMarketCoalition.org (select “resource library” and “farm business and marketing”).

production and make your price fair both to yourself, your customers, and the shoppers you haven’t even met yet. Quality and freshness should be your points of pride, so be ready to very politely explain why your prices might be higher than those at Food Lion. For many of us, it is value—not price—that matters most. Be willing to offer refunds or credits for any product that doesn’t completely satisfy.

Always clearly display or mark your prices for each individual item. If you wait for people to ask “how much?” you’ve probably already lost a good chunk of potential sales from customers who will never bring themselves to ask, or who suspect you might change different prices to different people.

CREATE A CONSISTENT IMAGEDisplay signage at or above eye level with your farm name and location, and bring photos of your animals, where appropriate. In the end, consumer trust that you are treating your livestock humanely comes from a combination of certification (like AWA) and knowing that animals actually look well cared for in a comfortable outdoor environment.

Don’t forget that much of your business’s image has to do with YOU. Whether you remember your customers from the week before, whether you smile, whether you ask them how they’re doing, and whether you take the time to patiently answer their questions—even when, after many hours on your feet and after little sleep, you’re exasperated by their confusion about organic vs. pastured vs. free-range. With the plethora of terms and claims on today’s food labels, can you blame them?

Jean-Paul Courtens of Roxbury Farm, NY, selling grassfed lamb

and pastured pork on the Animal Welfare Approved aisle at the New

Amsterdam Market, NY.

FARMERS MARkET COALITIONThe Farmers Market Coalition (FMC) is a 501(c)(3) nonprofit dedicated to strengthening farmers markets for the benefit of farmers, consumers, and communities. With the support of its members—including farmers market managers, farmers, and the nonprofits, individuals, and businesses that want to see farmers markets thrive—the FMC acts as a national voice for farmers markets through education, networking, and advocacy. Learn more or become a member at www.FarmersMarketCoalition.org.

Bri

gid

Sw

eene

y

7

Su

mm

er 2

012

As concerns over global greenhouse gas (GHG) emissions and the potential impact of climate change have intensified, the agricultural industry has come under significant scrutiny—and not without good reason.

The Intergovernmental Panel on Climate Change—the world’s leading body for the assessment of climate change—declared that modern agriculture was responsible for contributing more than 20 percent of all global man-made GHG emissions in the form of carbon dioxide, nitrous oxide, and methane. Similarly, a 2010 report by the U.S. National Research Council on the future of U.S. farming also vilified the livestock industry for its role as the largest contributor of nitrous oxide and methane gas in the U.S., along with the well-known pollution problems associated with nitrogen and phosphorus in fertilizers, manure spills and pesticides which have infiltrated surface water and rivers.

The growing consensus for urgent action to reduce global GHG emissions to avoid catastrophic climate change has led to calls by some for a dramatic reduction in—or even an outright end to—red meat production and consumption. It is only relatively recently, however, that scientists and policymakers have started to publicly recognize the important distinctions between the different types of beef production, and particularly the potential role of a growing number of pasture-based farmers and ranchers who are (quite literally) farming against the grain.

Slowly but surely, feedlot and confinement livestock production systems have been singled out as being largely responsible, both directly and indirectly, for the vast majority of agriculture’s GHG emissions. At the same time, momentum is now building behind the role of grassfed and pasture-based farming systems in providing a truly sustainable source of animal protein, as well as contributing to carbon sequestration and helping to mitigate global GHG emissions.

COMPARING GHG EMISSIONSIn response to mounting criticisms, proponents of industrial farming systems have increasingly made the case that intensive cattle systems—where large numbers of cattle are confined in feedlots and fed a grain-based diet—are actually much more efficient and environmentally friendly than pasture-based farming systems.

Numerous commentators and organizations have attempted to “debunk” the myth that grassfed beef is more environmentally friendly by arguing that feeding animals so they grow as quickly as possible actually increases the efficiency of production by reducing the amount of GHG emitted per pound of meat produced. Indeed, proponents of such intensive farming systems argue that energy use and GHG emissions per pound of beef is increased three-fold in grassfed beef cattle; as a result, they claim the intuitively environmentally friendly grassfed option has a far higher resource and environmental cost.

Unfortunately, this argument continues to find fertile ground among policymakers and the beleaguered livestock farming community. Indeed, the prevailing opinion within the agricultural industry is still that intensive farming systems are somehow more “modern” and more “efficient” than pasture-based systems. To fuel the growing global appetite for meat and dairy products, and to feed the world’s hungry, farmers are told that they must further intensify production. As many readers will already be aware, however, AWA has long made the case that such arguments just don’t stack up—primarily because they consistently fail to take

GrassFeD beeF Is Greener—anD ThaT’s a FaCT Feeding cattle on grass throughout their life-cycle is the most environmentally sustainable way to raise beef, according to a new report from the Uk’s National Trust.

BY PETER MUNDY, WRITER/EDITOR

Grassfed cattle at Rain Crow Ranch, MO. Grassfed farming has a potentially vital role to play in helping to reduce greenhouse gas emissions through carbon sequestration, where carbon dioxide is absorbed by the growing pasture and locked in the soil within the plant’s root system.

Mik

e S

uare

z

Mik

e S

uare

z

8

AW

A N

ew

sle

tte

rTe

chnic

al

However, the Trust states that when allowance is made for carbon sequestration, it found that “UK and US pasture-based systems in the scenario performed better, in net carbon emissions, than the US feedlot.” Indeed, the report shows that while the carbon footprint of grassfed and U.S. feedlot systems were largely comparable, the ability of well-managed grass pasture to absorb carbon from the atmosphere through carbon sequestration on the less intensive systems actually reduced net GHG emissions by up to 94 percent.

GRASSFED BEEF: AN EFFICIENT USE OF LANDThe Trust also highlights the fact that grazing livestock is an efficient way to utilize marginal grasslands and grass-based habitats that are not suitable or capable of growing arable crops for direct human consumption. Effective grassland management also helps to support a range of ecosystem services, including managing our water resources and helping to improve biodiversity and providing wildlife habitats. As What’s Your Beef explains, when the true benefits of pasture-based farming to ecosystem services and human health are included, extensive grazing on grassland represents “the best use of this resource to produce food for people.” At AWA, we couldn’t agree more. Download What’s Your Beef at www.NationalTrust.org.uk.

into account the potential role that carbon sequestration in pasture-based farming systems could play in offsetting associated GHG emissions. This is why AWA welcomes a new report entitled What’s Your Beef from the UK’s respected National Trust as a timely contribution to this ongoing and vital debate.

The National Trust is responsible for the management of more than half a million acres of land across England, Wales and Northern Ireland, much of which is farmed by tenants. In 2010, the Trust commissioned a comprehensive study into beef production to inform its understanding of carbon management on its farmland. The aim was to assess the GHG emissions of 10 tenanted farms that represented a cross-section of the types of beef production systems found on National Trust land, taking into account the potential of carbon sequestration in mitigating associated GHG emissions, and comparing the outcomes with other published studies, including U.S. farming systems.

As the Trust points out, those who claim that grain-fed cattle production systems have lower GHG emissions than pasture-based farming systems usually rely solely on life cycle assessment (LCA) to assess the GHG emissions from these different beef production systems, despite the fact that this narrow LCA-based view of emissions completly ignores the wider aspects of sustainable land use. In the report, the Trust compares grassfed systems with U.S. feedlot beef systems, where cattle are reared on pasture for six months before being weaned and moved to feedlots, confined with thousands of other cattle, and finished on a diet based on corn, silage and gluten feed, alfalfa hay, and soy meal. Feedlot cattle typically gain 1–2 kg per day and are sold at 12–14 months old. Comparing data on GHG emissions alone, the Trust concedes that U.S. feedlot production systems initially appear to be more carbon-efficient when compared to non-intensive farms. This is largely because grain-fed cattle produce less methane and have shorter life spans than grassfed cattle, as supporters of intensive livestock systems are only too keen to seize upon as evidence to support their claims.

An aerial view of a Concentrated Animal Feeding Operation (CAFO), one of many thousands across the country. The U.S. feedlot system is the largest and most concentrated in the world, with less than 5 percent of the nation’s feedlots marketing 80–90 percent of all U.S. beef.

THE GRASSFED PRIMERAWA's The Grassfed Primer outlines the benefits of grassfed farming for the environment, for farm animal welfare, and for our health. The 18-page booklet contains full scientific references. Download a free copy at www.AnimalWelfareApproved.org/grassfed.

Pea

k E

xper

ienc

e Im

ager

y

Grassfed PrimerYour guide to the benefits of grassfed beef

®

The

9

Su

mm

er 2

012

Teeth ClippingAvoiding the Need to Teeth Clip Piglets is the latest addition to AWA's Technical Advice Fact Sheet range.

This new Fact Sheet provides hog farmers who are participating in the AWA program with scientific information and practical advice about teeth clipping of piglets. Key topics include why teeth clipping is traditionally carried out, the problems associated with teeth clipping, and management of the sow and litter to avoid potential problems that induce farmers to resort to teeth clipping.

Download a copy of Avoiding the Need to Teeth Clip Piglets at www.AnimalWelfareApproved.org (select "Farmers" tab, then "Technical Support") or call (800) 373-8806.

Complaints about AWA farms are very rare. However, we take all complaints seriously and follow a strict protocol in every case to determine the validity of the complaint as quickly as possible.

Most complaints arise from simple misunderstandings about a farm’s practices and/or how the standards apply, and are resolved at the farm level. Maintaining good communications with your customers, neighboring farms, and the local community is essential to avoid potential misunderstandings about your farm management practices. If you do receive a complaint you should keep a record of the incident. We also strongly recommend that you contact the program—particularly where allegations relate to animal welfare or environmental management.

Complaints received by the program usually involve concerns that farms are not meeting AWA standards, such as by not providing access to pasture or sourcing market animals from non-approved farms. The procedure for all complaints made to the program begins with an immediate

review of the farm’s latest audit and any recent communication between the farm and the program. If this does not help to resolve the complaint, then we will contact the farmer and, if necessary, conduct a full re-audit to verify that AWA standards are being achieved.

If we establish that there is insufficient evidence to support the complaint, we will contact the complainant to advise them that we are confident that the farm is compliant with AWA standards. If the complainant is still not satisfied they can appeal to the AWA Approval Board. However, if the complaint is found to have merit, we will refer the case on to the AWA Approval Board and advise the complainant that the farm’s status in the program is under review.

This protocol ensures that every complaint is handled openly and fairly for all parties involved, and that the integrity of the AWA seal is maintained. For more information, see the Animal Welfare Approved Policy Manual at www.AnimalWelfareApproved.org/standards/policy-manual.

addressing public ComplaintsBY TIM HOLMES, LEAD AUDITOR

Good communications with neighboring farms and the local community will help to avoid potential misunderstandings about your farm management practices.

AWA's new Technical Advice Factsheet is designed to provide farmers in the program with advice on avoiding the teeth clipping of piglets.

Dav

id J

ones

Pet

e A

ylw

ard

10

AW

A N

ew

sle

tte

rNo

tes fr

om th

e Fiel

d

Farmers in the AWA program can order a wide range of AWA marketing materials—all free of charge.

Designed to help raise consumer awareness and promote your business, our marketing products include quality metal farm gate signs, vinyl banners (perfect for farmers market stalls), rolls of AWA logo stickers, and vendor window clings for restaurants and stores. These products will help ensure your customers know you are selling food from animals raised with the highest welfare standards.

We can also supply informative consumer leaflets, free pens, post-it

notes, buttons, pens, refrigerator magnets—even fun temporary tattoos for kids of all ages—to give to your customers. Why not order a handful of farmer brochures or extra copies of the AWA Newsletter to share with your neighboring farms?

AWA promotional materials are available at no cost to farmers in the program. Just fill out the online order form with what you need. Please allow 1–2 weeks for delivery. You can order additional products at any time.

Submit your order at www.AnimalWelfareApproved.org/farmers/materials or call (800) 373-8806.

WHO ARE YOUR CUSTOMERS? We sell exclusively through local farmers markets, on-farm sales, and regional buying clubs in places like San Francisco, Sacramento, Tahoe, Reno and Southern California.

HOW DO YOU LIkE BEING PART OF THE AWA PROGRAM? I’m very impressed by the support we receive. The marketing benefits offered by AWA are huge. All the marketing materials are provided for free (see below). We go to events and conferences across the West Coast and AWA helps to ensure that we can best convey the animal welfare story to our customers. Visit www.ChaffinFamilyOrchards.com.

The AWA seal is recognized nationwide and provides visibility and credibility—at no cost to farmers. Learn more about the program at www.AnimalWelfareApproved.org.

WHERE DO YOU FARM? We farm about 2,000 acres in Oroville, CA, which is about an hour north of Sacramento. The farm was founded 100 years ago on olive trees. We have 200 acres of among the oldest olive trees in the country, as well as 50 acres of heirloom stonefruit orchards and 50 acres of 50-year-old citrus, and some figs, pomegranates, pears, and persimmons. We also produce grassfed beef and goat, traditional Shetland sheep for wool, and pasture-raised eggs. We utilize permaculture principles and integrate livestock into our orchards. During the summer months we won’t see rain typically for 6–8 months, so the livestock benefit from the irrigated grasses under the orchard and the shade from the trees.

Chris kerston of Chaffin Family orchards, CaliforniaSince March, over 40 new farms have joined the AWA program. Here, we meet Chris kerston, who manages the 2,000 acre mixed operation at Chaffin Family Orchards with farming partners, Kurt and Carol Albrecht.

Free awa marketing materials—order Today!

Sheep (left) benefit from the irrigated apricot orchard, with good summer grazing and shade from the sun; Katie and Chris Kerston (right), with their four-year-old son, Danny.(Photos by Chaffin Family Orchards)

Am

anda

Kis

ner

11

Su

mm

er 2

012M

eet the Farmer

AWA has been a huge help in getting

us in front of potential retailers, and the

certification proves to our customers that

we really are mindful farmers.

—Deborah Stone, Stone Hollow Farmstead, Harpersville, AL (see page 5).

1007 Queen Street , A lexandr ia , VA 22314

WHY JOIN ANIMAL WELFARE APPROVED? • No cost: Free annual farm audits

• Practical and science-based standards

• Qualified auditors

• Marketing assistance and support

• Technical advice

• Online directory listing

• Labeling design service

• Promotional materials

• Press support with national and local media coverage

• Grants up to $5,000

AWA certification lets consumers know your animals were sustainably raised on pasture or range with the highest welfare standards. All at no charge for farmers!To learn more visit www.AnimalWelfareApproved.org or call (800) 373-8806

www.AnimalWelfareApproved.org • 1007 Queen Street • Alexandria, VA 22314 • Tel: (800) 373-8806 • Fax: (202) 446-2151

Mike S

uarez/Parker Farm

, NC

ne w s le t t e r

www.facebook.com/AnimalWelfareApproved@AWAapproved