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A Natural Beef: USDA Issues Voluntary Standard

After more than a year of debate, the U.S. Department of Agriculture has issued a new, voluntary standard for producers that wish to market meats as naturally raised. During the federally mandated comment period prior to this ruling, more than 44,000 ranchers, retailers, processors and consumers wrote in to have their say about what naturally raised should mean. In general, consumer advocates argued

After more than a year of debate, the U.S. Department of Agriculture has issued a new, voluntary standard for producers that wish to market meats as “naturally raised.”

During the federally mandated comment period prior to this ruling, more than 44,000 ranchers, retailers, processors and consumers wrote in to have their say about what “naturally raised” should mean. In general, consumer advocates argued that the claim should imply higher standards of humane animal care — that a naturally raised animal would have access to the outdoors, for example — and that the claim should respond to a few forward-looking concerns. No cloned or genetically enhanced animals need apply.

Partly in response to the concerns of conventional processors and feedlot operators, the USDA went with a much more modest definition. Naturally raised animals, it ruled, must never be administered artificial hormones or antibiotics (except to control parasites) and must never be fed animal by-products.

Considering that it's already illegal to administer artificial hormones to pigs and poultry, and that it's already illegal to feed many animal by-products to cows, food activists view this ruling as a missed opportunity for the USDA to establish a second-tier category, between conventional and organic meats.

“Instead of moving the natural foods concept a step closer to a standard like organics — which is what should be happening — this is just going to confuse people further,” said Ronnie Cummins, national director of the Organic Consumers Association.