So Much Change

A strong product label is more important than ever. A recent report by the Food Industry Association and NielsenIQ found two-thirds (64%) of U.S. shoppers would switch from their usual food brand to one that provides transparent product information beyond nutritional facts.

 

Labels drive purchasing decisions

Food labels are one of the primary ways consumers learn about food products and brands. As an AGW-certified producer, you already meet the highest standards for animal welfare, grassfed production, non-GMO, and/or regenerative markets. Showcasing these certifications on a well-designed label helps you stand out in an increasingly competitive market.

Designing or updating a label can feel overwhelming. But we are here to help!

A quick phone or video consultation is usually the best place to create a plan to support your efforts—and make sure your label is working as hard as you are.

 

AGW’s labeling service

As an added a service to AGW-certified producers, we can guide you through any aspect of the labeling process—whether you are designing a new label, updating an existing one, ordering AGW-branded stickers, or pursuing regulatory compliance for label claims in the U.S. and Canada. We will work with you to create a branded, attractive label that reflects your farm values and sets your products apart. Ever better, this service is completely free for certified farms and brands!

 

The process

Initial consultation

Get in touch with AGW and we’ll arrange an initial meeting at your convenience. During this phone or video consultation, we will gather key information to ensure your label meets regulatory requirements. We’ll also discuss your main goals, the claims you want to make (and any required documentation), and whether you need design assistance.

Integrating the AGW into your label

Once we understand our needs, we will work with you and a graphic designer (either AGW’s designer or your own) to incorporate AGW logo(s) in line with our logo use policy. We can also offer guidance on appropriate marketing claims and design to enhance your label. We can also work with your processor or meat plant to ensure the label meets their printing requirements.

Submitting for approval

When everyone—your team, your processor or meat plant (if applicable) and AGW’s label review team—is happy with the final design, we can submit the necessary paperwork to USDA Food Safety and Inspection Service (FSIS) for their approval or help support compliance with relevant agencies.

 

Labeling regulations

Most countries regulate food labeling to ensure packaging includes key information—such as ingredients, weight, and safe handling statements —and that all details are accurate, easy to read, and not misleading.

Labeling requirements will vary by country, product type, ingredients, and regulatory agency. It is essential to understand your legal obligations and ensure you can comply with all appropriate regulations to avoid the potentially significant consequences for your business.

 

Meat producers in the United States

Meat labeling is regulated by the agency inspecting the plant where the product is processed. If you want to use AGW’s logos, you must first register that claim with the appropriate agency.

For state-inspected plants, contact the State Department of Agriculture. Federally inspected plants, contact the USDA’s FSIS. If you are an AGW-certified producer, we can do this for you.

Dairy and egg producers in the United States

Dairy and egg labeling regulations are enforced by individual states and/or the Food and Drug Administration. Your state’s Department of Agriculture is the best contact to determine the compliance of your label and advise on the proper use of AGW logos.

If you need any help to connect with the right contact, please get in touch.

Producers in Canada

The Canadian Food Inspection Agency (CFIA) does not “approve” labels or logos, so you are responsible for ensuring your labels are compliant with current legislation. For more information on third-party endorsements on Canadian food labels, visit inspection.gc.ca. If you need help to understand regulatory requirements, contact your local CFIA office, or let us know and we can assist. You’ll find a list of CFIA offices at inspection.gc.ca.

 

Why labels matter

A food label is more than simply a regulatory requirement. It’s also a key marketing tool. Your label tells your story, communicates your values, and helps customers understand why your product is worth choosing.

Regardless of where you sell—whether it’s direct from your farm, at farmers’ markets, grocery stores or other retail chains—your products are part of a much bigger and ever-changing labeling landscape.

Remember: Shoppers who visit farmers’ markets are still likely to visit the mainstream grocery stores. People who shop at grocery stores also order online. As demand for transparency, sustainability, and high-welfare farming grows, food businesses both large and small are seeking to capitalize on these markets.

So, how do you maximize your label’s impact?

 

Making the most of your label

A good label helps educate customers about your farm, products, and why they’re worth buying. Thinking about your values and farm management practices, and understanding what your customers care about, will help you shape your messaging.

Define your values

What are the most important values that influence your farming business?

For example, are you committed to high animal welfare and minimizing the impact of your farming on the environment? Are your animals 100% grassfed or pasture-raised? Do you avoid GMOS? What makes your system different from others and why is that important?

Keep things positive and simple. The best messages are clear and easy to understand.

Understand your customers

What do your customers most care about? Understanding the values of your audience will help shape your messaging and ensure your labels addresses their key concerns: What key values or concerns matter to your customers? What farming practices match your customers’ values? How can you best communicate this on your label?

Keep it real—and simple

Your label is valuable real estate. A clear, simple marketing message on the front of pack is far more effective than cluttering up your label with too much information.

Use your front of pack label to highlight core values and key selling points. You can share more detailed or complex information about how you farm, your philosophy, and your story elsewhere, such as on the reverse of the package, in a brochure, or on your website.

Remember: we are here to help! Get in touch if you need any assistance at any stage.

 

COMMON VALUES AND LABEL CLAIMS

• High animal welfare standards
• Pasture-/range-based
• Certified Organic
• Regenerative
• Grassfed
• Locally produced
• High quality/artisan
• Raised without routine use of antibiotics
• Raised without added hormones
• Angus, Longhorn, Hereford, and other week-known breeds
• Family farmed
• Non-GMO

 

LABELING ASSISTANCE GRANTS

AGW-certified producers in North America may be eligible for a labeling assistance grant of up to $500 to help cover costs of incorporating relevant AGW logos on their packaging.

To apply, get in touch!

 

 Author: Callie Casteel is the Marketing Services Coordinator at A Greener World

 

Originally published in the Spring 2025 issue of AGW’s Sustainable Farming magazine.