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Oppertunities for niche marketing?

I had a rather "stimulating" conversation with a gentleman from our Canada Food Inspection Agency a while back. He gave me the scoop on our Canadian Standard for Natural Meats and Produce. They are defining "Natural" as an animal that has had little to no human contact. In short, they mean no vaccinations, no shots, no hormones - ever - in the life of the animal. I told him that if you're not doing any type of annual vaccine/health program, that's basically Organic without the paperwork. He said, "I know." Silence. I asked what they consider meat that's simply Hormone & Antibiotic Free, and he said, "You can't call it Natural".

Grassfarmer, Rkaiser and I went through this 2 years ago with CFIA and their clamp down on the rules of Webster's Dictionary, in our attempt to secure an EU export market for Natural Beef. I have yet to hear of anyone being punished or reprimanded for falsely labelling their products as "Natural". But according to the CFIA officials, and I quote, "You can't use "Natural" for Hormone-free beef. "Natural" is much more than that, and that is what we enforce." I said, "There must be legislation for it then, if you can enforce it." He replied, "Well, not yet, but we can enforce it."

OKEY-DOKEY. Who's rules do we play by? :roll:
 
There are so many lables over here now, those that are regulated such as 'organic', 'free-range' and 'natural'. We have sold under unregulated lables; traditional, farm raised and the use of farm names etc; "Sarum Farm" label was one we used selling from a lisenced shop on the farm, customers could see the outdoor pigs and grass fed North Devons from the car park, the turnover exceeded projections by 300% within months just on word of mouth advertising due to the quality of all the products, the dry cured bacon, and variety of sausages were big attractions.
 
Andybob is right...use your farm name as your "brand/claim" on your label. Then describe how you raise your cattle on your website and in a brochure without making specific, regulatable claims. Instead of claiming "Antibiotic Free"...state that any animal that becomes sick and needs antibiotics is removed from the program. Depends on how big an a$$ your CFIA man wants to be!!
You can be sure that any niche label CFIA or USDA comes up with will have loop holes to let the big packers in.
 

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