10/05/2026
One of the meat industry’s most powerful tools over the past several decades has been humanewashing. Few labels are more successful at this than “humanely raised.” The label appears on meat and poultry products at most grocery stores across the country. The U.S. Department of Agriculture has authority over many claims that appear on meat labels and for years set no meaningful standards for what meat producers needed to do to use the label.
After over a decade of pressure from advocacy groups, including Farm Forward, in 2024 USDA rewrote its guidelines for “humanely raised” labels on animal products. In our new report, we explore what’s changed since then. The short answer: not much.
For decades, the meat industry has worked overtime to persuade consumers that the animals who end up on their plates are not the products of factory farming. Its most effective tool in that endeavor is humanewashing: misleading marketing and language, often built around nice-sounding labels that cre...