Becoming Certified Humane<sup>®</sup> is good business

Becoming Certified Humane® is good business

Market Research Supports Demand for Humanely Raised Products Chicken

  • A Demeter Communications survey found that, in response to the question “What would you like to know from farmers about food production that you currently do not know?” 68% of respondents said they wanted to know what farmers are doing to ensure animal care. 80% of respondents stated that a food label is a preferred source of food information. (Demeter Communications survey, 2010)
  • In a survey by the Humane Research Council, the welfare and protection of animals raised for food was rated as “very important” or “somewhat important” by 79% of consumers (Humane Research Council, 2008)
  • 95% of consumers agreed that “it is important that farm animals are well cared for.” (Oklahoma State University national survey, 2007)
  • Certified Humane® animal products are gaining popularity among food service purchasers. (Restaurant Business, September 2006)
  • The “Ohio Survey of Food, Agriculture and Environmental Issues” found that animal welfare concerns remain high among Ohioans, with 51% agreeing on the need for increased regulation of the treatment of animals. (Ohio Agricultural Research and Development Center, September 2006)
  • According to the Organic Trade Association, organic food sales have grown 16 to 21 percent each year since 1990, compared to a total food sales’ increase of 2 – 4 percent and the demand is outstripping the supply. (The Indianapolis Star, July 2006)
  • “Humane” was consistently the top-ranked choice among respondents when asked to choose products that were identical except for the standards, according to a survey of 1,000 households and five focus groups by the Center for Agroecology and Sustainable Food Systems at the University of California. Over 30% of survey respondents chose “humane” in every comparison among five standards. (Center Research Brief #5, Winter 2005) Table 1 below shows the rankings of standards criteria (standards that could be represented by third-party eco-label certifications).
Humane 30.5%
Locally Grown 22.0%
Living Wage 16.5%
US Grown 5.9%
Small-scale 5.2%
  • The same University of California survey found that “treatment of animals” received an average score of greater than 7 on a scale of 1-10, with 10 representing the greatest interest/concern to respondents and 1 representing no interest. (Center Research Brief #5, Winter 2005)
  • A United Egg producer Survey showed 50% of consumers rated animal care as important when deciding which food to buy, brand preference and which grocery stores to shop. (Golin Harris 2004) 
  • The same survey also showed that 75% of consumers would choose food products certified as protecting animal care over those that are not. (Golin Harris 2004)
  • 51% said they would be willing to pay a premium for foods produced with humane treatment of animals, per research for Organic Valley. (May 2004)
  • A study for the Animal Agriculture Alliance and National Corn Growers Association of over 1,000 U.S. adults also found willingness to pay more.(AAA/NCGA 4-04). 31% would pay 5% more, 23% would pay 10% more, 11% would pay 20% more.
  • “[T]he majority of consumers… want to know that the animals they eat have been treated well and raised in a safe and healthy environment,” according to a Mintel Consumer Intelligence poll of over 1,000 U.S. adults. (November 2001)
  • A Zogby poll discovered that 80% of consumers “would be willing to pay more for eggs from chickens that “I know are raised in a humane manner.” (Sept. 2000)
  • Two other surveys found that animal protection was important to a majority of pork consumers. (Reported 2000 and 2001) Question: Would you prefer pork with assurances of:
Better Homes & Gardens Lubbock, TX Survey
From a family farm? 72%
Worker protection? 61%
Environmental protection? 80% 59%
Animal protection 68% 54%
  • Animal care considerations ranked highly in a survey of 1400 people in Colorado, Utah and New Mexico that asked consumers to rank the importance of production attributes for both beef and pork products (from 1-5 with 5 being most important). (1999)
No growth hormones 3.72
No antibiotics 3.38
Grazing managed to protect streams 3.37
Grazing managed to protect endangered species 3.20
No small or crowded pens 3.03
Meat aged at least 14 days 3.00
Grass fed 2.94
Animal born and raised within 250 miles 2.41