ANIMAL WELFARE
TRANSPARENCY & TRACEABILITY

Farm animal well-being is important to
meat & seafood consumers¹

65%

of consumers consider information about farm animal well-being and care practices extremely/valuable including veterinary oversight and health monitoring – almost as valuable as nutrition information

Rising Interest

40% of consumers report their interest in knowing more about how meat or seafood was raised, handled and transported has increased in the last year

Animal welfare practices are a high priority when putting meat & seafood in the grocery cart

What matters most:

Percent of consumers who rate these animal care practices as extremely or very important when deciding what meat or seafood to purchase:

Farm animals’ access to veterinary care, vaccinations & treatment

Overall farm animal nutrition, comfort, care & handling

Animal housing, adequate space to express natural behaviors

Verification of farm practices by food processors & brands

Raising animals in ways that sustain our environment

Transportation & care to minimize animal stress

Women place a higher priority than men on animal welfare practices.

Women also find traceability benefits significantly more valuable than men in every category

% Extremely or Very Valuable

Ensuring Product Quality

Tracking how farm animals are fed, housed and raised to improve product quality

74% Women | 61% Men

Verification of label information and claims

74% Women | 61% Men

Validating Animal Welfare Claims

Tracking detailed information about animal care and farm practices from individual animals and farms

74% Women | 61% Men

Farm-to-table traceability & smart technology to monitor animal health positively impact consumer confidence

Percent of consumers reporting increased confidence

Farm-to-table traceability that verifies farm origin, product  quality, animal care, environmental  and other claims

Farmers use of smart technology to monitor each animal’s health 24/7, resulting in early intervention and better overall animal and herd health

Technology is used to increase transparency about how meat and seafood are grown and raised, tracking information to individual animal/farm

Farm animals are vaccinated to prevent illness, resulting in healthier animals to help sustain our environment and reduce the need for antibiotics

Detailed farm practice information resonates the most with younger audiences, ages 18-34.

Certain transparency & traceability information is more likely to INCREASE CONFIDENCE in women than men

71%

of women find farm animal well-being and care practices, including veterinary oversight, extremely or very valuable vs. 59% of men

64%

of women find technology used to increase transparency about how meat and seafood are grown and raised extremely or very valuable vs. 54% of men