Making Clear Choices about chicken labels
How to find products that meet your preferences
Gordon Food Service has developed the Clear Choice program to help operators find and select products that meet customer needs for cleaner, responsibly sourced and environmentally friendly products. Clear Choice organizes thousands of products across six categories of claims and third-party certifications. One of these categories, Animal Care, includes a number of attributes that relate to the safety and well-being of poultry.
Animal Welfare Approved (AWA). Certified AWA chicken comes from farms raising animals according to the highest welfare standards, which require pasture access for all animals and high-welfare slaughter species.
Certified Humane. These certified chicken products come from farms that implement Humane Farm Animal Care standards. These include a nutritious diet without antibiotics or hormones, the availability of shelter, resting areas or space, and the ability to engage in normal behaviors.
The Animal Care category also encompasses such claims as Free Range, Raised without Added Hormones and Raised without Antibiotics.
Identifying products by these labels/attributes provides a greater level of transparency for operators and their customers when choosing poultry products. Keep in mind, however, that consumers don’t always modify their purchasing decisions based upon label claims or certifications. You will have to decide what works for your target customers.