Uncategorised

Is beef next on the ACCC’s free-range hit list?

Beef could be the next foodstuff forced to substantiate its “free-to-roam” style claims.

The statements come from a former Woolworths executive and current head of a leading Beef industry body.

 Phil Morley, CEO of Certified Australian Angus Beef, told Beef Central that while ever there is an absence of minimum standards on beef brand claims like ‘Natural’, ‘Free-range’ or ‘Grassfed’, the beef industry run the risk of similar regulatory scrutiny.

His comments come in the wake of the ACCC court proceedings last week alleging misleading conduct in “free-to-roam” claims from three suppliers to Steggles, along with the Australian Chicken Meat

The ACCC objected to claims that chickens “roam freely” when they spent their entire lives contained in sheds.

“Promotional activities that convey an impression of farming practices are powerful representations which influence many consumer purchases and food choices,” the ACCC said in a statement. “This is an area where the ACCC will be vigilant in promoting consumer interests and ensuring companies adhere to the law.”

“The upshot from all this is that the beef industry must move quickly to get some robust descriptions and boundaries in place behind marketing terms like ‘natural’, ‘free-range’ or ‘grassfed’,” Mr Morley told Beef Central. 

“That applies both under commercial beef brands, as well as under simple product description in retail outlets.”

Morley nominated the Cattle Council of Australia as the most appropriate body to create the standards.
“AusMeat says the bodies responsible for setting its uniform standards process are CCA, AMIC or processors. In the case of livestock, as opposed to meat descriptions, it has to rest at the feet of CCA,” he said.

“While CCA has spent a lengthy period of time trying to develop ‘pasture-fed’ standards, it only makes one reference to ‘natural’ or ‘free-range’ in export markets, in what constitutes a throw-away line. CCA does not realise that if it does not have a specification behind terms like ‘natural’ or ‘free-range’, the beef industry will get a dose of what the ACCC is currently doing with poultry,” Mr Morley said.

Normal
0

false
false
false

EN-US
JA
X-NONE

/* Style Definitions */
table.MsoNormalTable
{mso-style-name:”Table Normal”;
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-parent:””;
mso-padding-alt:0cm 5.4pt 0cm 5.4pt;
mso-para-margin:0cm;
mso-para-margin-bottom:.0001pt;
mso-pagination:widow-orphan;
font-size:12.0pt;
font-family:Cambria;
mso-ascii-font-family:Cambria;
mso-ascii-theme-font:minor-latin;
mso-hansi-font-family:Cambria;
mso-hansi-theme-font:minor-latin;}

More at Beef Central

Send this to a friend