US clamping down on claims like antibiotic, carbon neutral, grassfed

The US is testing red meat to verify marketing claims, and there could be implications for “carbon neutral” and “grassfed” brands.

Australia’s meat industry is on notice as one of its major customers tests the veracity of protein marketed with claims such as grassfed, carbon neutral and antibiotic free.

The US Department of Agriculture has announced it is going to test meat to protect US consumers from false claims.

While the initial tests are to check the status of US meat promoted as free of antibiotics, producers fear the fallout could see other brand claims put to the test.

The news comes as a warning for Australian meat companies and producers selling grassfed beef into the US, with May figures showing pasture-reared beef exports were up 63 per cent year on year to 17,957 tonnes.

In Australia, there are just 20 cattle producers who have independent third-party certification for grassfed cattle under the Pasture Cattle Assurance System.

A spokesman for the USDA’s Food Safety and Inspection Service told The Weekly Times that no changes to animal raising claims had been made “at this point”.

“FSIS is conducting sampling to determine if any changes to the ‘raised without antibiotics’ claim are warranted,” a FSIS spokesman said.

“However, any changes to the FSIS labelling policy for animal raising claims will be likely applicable to all FSIS-regulated products bearing those claims, including imported products that undergo FSIS import reinspection.

“If policy changes that affect imported product were to be made, those changes would be notified through the World Trade Organisation notification process.”

The news comes as pressure mounts on meat brands to substantiate claims about their production systems.

PCAS beef on sale in Woolworths supermarkets

Last week, JBS, one of the world’s biggest protein suppliers, was asked to change packaging in the US in what is being seen as a test case for the industry.

The New York-based National Advertising Review Board recommended that JBS USA Holdings “discontinue certain claims relating to its goal of achieving ‘net zero’ emissions by 2040”.

The NARB panel found JBS “does not have a formulated and vetted plan at present”.

“Rather, JBS is in the exploratory stage of its effort directed toward the net zero 2040 goal.”

The implications for Australia could be significant, especially if the USDA revises its guidelines to require independent proof for claims made like grassfed or grass-reared.

“FSIS will also be issuing a revised industry guideline to recommend that companies strengthen the documentation they submit to the agency to substantiate animal-raising claims,” the FSIS spokesman said.

“The agency plans to strongly encourage use of third-party certification to verify these claims.”

For Australian meat companies and producers selling grassfed beef into the US, that could prove a sticking point. At present, just 20 cattle producers have independent third-party certification for grassfed cattle under the Pasture Cattle Assurance System.

While there were hundreds with PCAS certification when it was launched by the industry in 2013, most producers let this lapse in favour of company-specific accreditation which is paid for by the meat processor they supply.

But Cattle Australia president David Foote said he was “not worried” the USDA would challenge grassfed beef certification.

Cattle Australia chair David Foote. Pictures: John Elliott

“We are confident that our standards will not be questioned and I do not know a commercial operator who would do anything to threaten either the parent brand or the company by selling something claiming to be what it wasn’t,” Mr Foote said.

Greenham Australia supply chain manager Jessica Loughland said the company established its Never Ever Beef Program in 2012 to supply the US market.

Ms Loughland said the lifetime traceable program offered beef that was “100 per cent grassfed, free from added hormones, frees from antibiotics, free range, GMO free, and Certified Humane”.

“All claims under the program are USDA FSIS approved and meet the requirements of our customers in market,” Ms Loughland said.

The more than 4000 Never Ever accredited producers undergo third-party audits with Livestock Integrity Solutions Australasia (LISA) “to ensure the accurate, consistent application of the program standards on-farm”.

But those audits are paid for by Greenham.

Ms Loughland said Greenham welcomed any initiative that provided consumers with greater confidence when purchasing premium beef that aligns with their values.

“We are confident that Greenham’s Never Ever Beef Program and our robust integrity systems will continue to meet the expectations of the USDA and our customers into the future,” she said.