Humanely Raised Makes a Difference

May 2017

Healthy foods are important to consumers. Natural, clean-label products make a difference, but it doesn’t end there. Consumers care about the treatment of animals, and over the years, their concern has continued to increase. 74% of consumers said they’re paying more attention to animal welfare in 2016 than they were in 2011.

Animal welfare affects the way customers experience their food. In a study conducted at Northeastern University in Boston, Massachusetts, participants were offered two samples of jerky. While the samples were exactly the same, one was labeled with “factory farm” and another with “humane farm.” Participants said the factory farm jerky looked and tasted worse than the humane farm sample. They also said they would be willing to pay 21% more for the humane farm jerky.

You can increase patron appeal by ensuring your animal products come from humane sources. 78% of consumers believe that an objective third party should check on the welfare of animals on farms. Trusting a third-party certification to verify humane animal treatment is a great place to start. As a producer, Butterball relies on the rigorous inspections and examinations of the American Humane Association (AHA)—a third-party, independent source that verifies producers’ care and handling of farm animals. To ensure we continue to meet the AHA’s standards, we established an independent Animal Care and Well-Being Advisory Council, which includes leading specialists in animal husbandry and care.

View a list of American Humane Certified™ producers of dairy, eggs and more to make sure your entire menu is made with products that come from humanely raised animals.

Read more about Butterball’s commitment to animal care.


Results from a Recent Survey of American Consumers, Lake Research Partners, 2016.

Schroeder, Joanna. Animal Welfare Perceptions Affect Eating Experience, Food Quality & Safety, October 2016.

Find Your Broker

Find Your Broker