“People, planet, profit” is today’s measure of how well a company is doing. While corporate social responsibility might have once meant a nice contribution to charity at Christmas, those days are gone. A new study by the Natural Marketing Institute (NMI) shows consumers are taking “people, planet, profit,” also known as triple bottom line accounting, very seriously, and companies hoping to compete will have to take a good hard look at how they produce what they hope to sell. According to the NMI study, 50% of consumers avoid brands whose practices they don’t agree with—twice as many as in 2005. Consumers have been educating themselves about the things they buy and the food they eat for years and that knowledge is impacting buying decisions.
We are pleased to announce that Animal Welfare Approved now has approval from the Canadian government to begin certifying farms in Canada. American consumers know buying products with the Animal Welfare Approved label ensures their meat, dairy and eggs came from high welfare farms. Soon Canadians will be able to benefit in the same way.
Labels on Animal Welfare Approved products in Canada will read “This product originates from animals who are raised under the standards of the Animal Welfare Approved Program.” The label will also provide the Animal Welfare Approved website address. The Canadian Food Inspection Agency considers certifying standards to be part of a label claim and independent third-party certifiers must provide the public access to its standards. The standards for Animal Welfare Approved have been available on its website since the site was launched in early 2008 and the website address will be on Animal Welfare Approved product labels.
We expect to launch the Canadian program by the end of the year. Farms interested in obtaining more information about applying for the Animal Welfare Approved seal can go to www.animalwelfareapproved.us, email email@example.com, or call 202-546-5292.