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NAD Finds Where Food Comes From CARE Certified Program Animal Welfare Claim Supported through Use of CARE Certified Seal on Beef and Pork Labels
New York, NY – July 12, 2023 – The National Advertising Division (NAD) of BBB National Programs determined that Where Food Comes From, Inc. (WFCF) provided a reasonable basis for the implied animal welfare claim communicated through its “CARE Certified” Encircled Heart Seal on beef and pork labels and in advertising its certification for these products.
WFCF is an independent, publicly traded, third-party food verification company that offers its own certification programs including the CARE Certified program, which develops animal welfare standards for various industries, including beef (BeefCARE) and pork (PorkCARE), as well as third-party auditing services.
The implied claim at issue was challenged by Animal Welfare Institute, a Washington, DC-based nonprofit with the mission of seeking better treatment of animals everywhere.
NAD determined that WFCF’s CARE Certified logo/seal reasonably communicates, to a substantial percentage of consumers, that the treatment or living conditions of animals used to produce beef/pork products bearing the CARE Certified logo/seal exceed conventional industry standards for the treatment or care of animals.
NAD considered the evidence in the record and determined that the industry standard for beef production is represented by the Beef Quality Assurance (BQA) certification of the national Beef Checkoff program and industry standard for pork production is represented by the Common Swine Industry Audit (CSIA), which is a voluntary audit program that utilizes the swine industry’s training and education program, Pork Quality Assurance Plus (PQA Plus).
NAD concluded that the CARE Certified verification and auditing of standards, coupled with other areas in which CARE Certified standards exceed those of BQA and PQA/CSIA, demonstrate that CARE Certified standards sufficiently exceed baseline industry standards.
Therefore, NAD found WFCF’s use of its CARE Certified seal in its current form and in the context in which it appears on WFCF’s products to be substantiated.
In its advertiser statement, Where Food Comes From stated that it “is pleased with NAD’s decision.” WFCF further stated that it “is proud of the CARE Certified program and appreciates NAD’s acknowledgment of the program’s rigor, including with respect to its animal care standards and compliance verification.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive.
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About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.
About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.
