SUMMER 2014 Volume 7 Issue 2

In This Issue

Grazing Management For People, Livestock,

and Wildlifep6–7

Summer 2014Volume 7 · Issue 2

2 DEAR FRIENDS Letter from Andrew Gunther

3 TOP NEWS Belcampo Set to Break the Meat-Industry Mold Call for 2014–2015 AWA Good Husbandry Grant Proposals

4 NEWS IN BRIEF Barista Champ Chooses AWA Milk, Global Welfare Summit, Congressman Visits AWA Farm, New Co-Op Partnerships, and more

5 PROFILE Meet Topher Sabot of Cricket Creek Farm

6 COVER FEATURE Grazing Management for People, Livestock, and Wildlife

10 GUIDANCE Building a Brand

12 TECHNICAL Use Your Label to Tell Your Story

14 NOTES FROM THE FIELD Don’t Lose Out on Future Markets

15 MEET THE FARMER Lucas and Louisa Farrell of Big Picture Farm

15 AWA SERVICES Help Us Make the AWA Newsletter Even Better

contents

teamProgram Director Andrew Gunther Program Coordinator Julie Suarez Walker Program Assistant Chi-Chi Okpalanma

Corrective Action Plan Coordinators Petrice Holloway Chris Peckham

Lead Auditor Tim Holmes

Auditors Kim Alexander Dr. Karen Anderson Dr. Jennifer Burton Dr. Jan Busboom Lance Gegner Charlie Hester Tim Linquist Richard Long Frank Morison Stan Pace Ken Smith Rob Stokes Dr. Mick Weirich Dr. Wendy Weirich

Writer/Editor Peter Mundy

Graphic Designer Alexandra Alberg

For subscription inquiries or other information, contact AWA at 1007 Queen Street, Alexandria, VA 22314. Tel: (800) 373-8806; Fax: (202) 446-2151. Visit our website at AnimalWelfareApproved.org or e-mail us at Info@AnimalWelfareApproved.org.

Join our e-mail list at: AnimalWelfareApproved.org

Read and comment on our blog at: AnimalWelfareApproved.org/blog

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Cover Photo: Jason Jenkins, courtesy of Rural Missouri magazineContents Photos: Dairy cattle at Cricket Creek Farm, MA (Cricket Creek Farm). AWA-certified pork spare rib (Mike Suarez)

ne w s le t t e rClimate change is with us, here and now. That's the conclusion of two far-reaching reports released this year. It's pretty somber reading.

Published in March, the latest report from the Intergovernmental Panel on Climate Change (IPPC)—Climate Change 2014: Impacts, Adaptation, and Vulnerability—states that “Observed impacts of climate

change have already affected agriculture, human health, ecosystems on land and in the oceans, water supplies, and some people’s livelihoods.” In May, the White House's Third U.S. National Climate Assessment mirrored the IPPC’s findings, concluding that “Many agricultural regions will experience declines in crop and livestock production from increased stress due to weeds, diseases, insect pests, and other climate change induced stresses.”

The accelerating pace and intensity of climate change will present huge challenges to farm businesses, and farms are already exploring adaptive techniques to ensure their businesses are more resilient. But the spotlight will undoubtedly fall again on the deleterious greenhouse gas emissions associated with agriculture—particularly intensive livestock production. It is therefore more important than ever for AWA farmers to educate their customers and communities about the role pasture-based livestock systems can play in mitigating climate change. We need to ensure that pasture-based systems are regarded as part of the solution—and not the problem. If you need to get up to speed, download our 2013 report, A Breath Of Fresh Air: The truth about pasture-based livestock production and environmental sustainability. Visit AnimalWelfareApproved.org/publications.

Andrew Gunther Program Director

Dear Friends,

Technical Anna Bassett

Lead Farmer & Market Outreach Coordinator Emily Lancaster Moose

Farmer & Market Outreach Coordinator Alexandra Frantz Beth Spitler Katie Yanchuk

Communications Coordinator Katie Baumer

The views expressed by contributors to the AWA Newsletter are not necessarily those of AWA. All details relating to the farms featured—including farm status—were accurate according to information available to the AWA program at the time of publication.2

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complete opposite. Belcampo offers a completely new vision for sustainable, large-scale food animal production— not just what large-scale farming could be, but what it should be. And it is a testimony to AWA’s standing in the food industry that an organization as focused and dynamic as Belcampo saw us the natural choice.”

For more information visit belcampomeatco.com.

At a time when the industrial farming complex continues to invest billions of dollars into systems of agriculture that we know are destroying the planet and harming human health, Belcampo Inc.’s pioneering high-welfare, sustainable production model could help break industrial farming’s stranglehold on large-scale meat production and supply.

“Transparency is one of the guiding principles of the Belcampo business model and we wanted to partner with a program that upholds our strict environmental and animal welfare standards,” says CEO and founder, Anya Fernald. “We are honored to meet AWA’s exacting criteria and to have earned their highly regarded label certification.”

Based in northern California, Belcampo Inc. was established with the single goal of making high-welfare, sustainably-farmed meat available to consumers on a larger scale than ever before. The vertically-integrated business—which includes Belcampo Meat Co., Belcampo Farms, and Belcampo Butchery—raises and slaughters livestock in accordance

with AWA’s farm standards. Operating across 20,000 acres, Belcampo Farms raises all its animals outdoors on pasture or range. Located minutes from the farm, the company’s state-of-the art slaughter and processing facility ensures high-welfare and stress-free handling at slaughter, as well as full traceability of the meat at every step in the process.

With the goal of recreating the bond between the customer and the butcher, meat from the ranch is sold at Belcampo butchers and restaurant venues across California, including Marin County, Los Angeles, Santa Barbara, San Francisco, and Palo Alto.

“Belcampo Inc. is leading the food revolution from the front,” says Andrew Gunther, AWA’s Program Director. “Despite the intensive farming industry mantra that we need ever more feedlots and confinement feeding systems to feed the world, here we have a major business doing the

Belcampo Set to Break the Meat-Industry MoldBelcampo Inc.—one of the nation’s most ambitious sustainable meat companies—has chosen AWA to certify its expanding high-welfare, sustainable meat production business.BY PETER MUNDY, WRITER/EDITOR

20,000-acre Belcampo Farm supplies AWA-certified meat to four butchers and restaurant venues across California.

Call for 2014–2015 AWA Good Husbandry Grant Proposals

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Animal Welfare Approved is pleased to announce a call for proposals for its 2014–2015 Good Husbandry Grants program.

Now entering its seventh year, the Good Husbandry Grants program has funded over 200 projects across the U.S. and Canada to improve farm animal welfare.

AWA-certified farmers (and those who have submitted an application for AWA certification) can apply for up to $5,000 toward projects that demonstrate improved well-being of the animals, such as mobile housing,

breeding stock, and on-farm processing equipment. Slaughter plants working with or seeking to work with AWA farmers are also eligible to apply for projects that will improve welfare in the slaughter process.

For application details, guidelines, FAQs, and profiles of previous Good Husbandry Grant recipients, visit AnimalWelfareApproved.org/farmers/grants-for-farmers. Contact Emily Lancaster Moose, AWA Grants Coordinator, at Emily@AnimalWelfareApproved.org or call (202) 618-4497.

Consider Bardwell Farm, VT, was awarded a Good Husbandry Grant to build several new mobile

doeling houses in 2012.

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farm animal certification bodies that seek to incorporate welfare outcome measures into standards and auditing.

“We were invited to share AWA’s experience with some of the newer EU welfare groups, as well as to learn from our European colleagues,” says Gunther. “Greater use of scientifically sound outcome measurements—as opposed to just judging how well a farm complies with standards—will ensure that the animals in the program attain real welfare benefits.”

GROWING GREEN AWARDWill Harris of White Oak Pastures in Bluffton, GA, was named Sustainable Livestock Producer at the Natural Resources Defense Council's 2014 Growing Green Awards.

Harris raises 60,000 pastured chickens under the AWA program, as well as engaging in a variety of other agricultural enterprises. All meat is hand-butchered and packaged at the farm's state-of-the-art USDA-inspected abattoirs. White Oak Pastures’ commitment to sustainability is earning a local and international following: the farm recently partnered with Delta Air Lines gourmet chef Linton Hopkins to supply AWA chicken for in-flight meals to seven European destinations.

CONGRESSMAN VISITCongressman Robert Hurt visited The Taylor~Wright Farm Company in Brodnax, VA, in mid-April to learn more about sustainable and high-welfare farming practices, following a letter from one of the farm’s many loyal customers.

“She was so impressed with how we operate our farm and raise our animals that she thought our government should be aware of local farms and keep an eye out for ‘the little guy’ from the legislative standpoint,” Ann Taylor Wright explains. “Congressman Hurt learned of the history and heritage of our farm and the importance of the meats we are providing to our community. We then had a ‘kitchen conference’ with a dozen local farmers, business owners, and local food promoters.”

FED EX FUNDS FOR FAT TOADFat Toad Farm in Brookfield, VT, has won a $25,000 grant in the FedEx Small Business Grant Contest, outclassing over 5,000 companies across the country. The seven-year-old, family-run business sells goat’s milk caramel sauces to over 300 specialty food retail shops.

RANCHER OF THE YEARCynthia and Ira Houseweart of Princess Beef in Hotchkiss, CO, were named "Rancher of the Year" by the Delta Conservation District in recognition of their commitment to conservation and animal welfare.

EGGCELLENT ADVICEAn article in the Washington Post on April 15, entitled “Egg Tips and Trivia,” advises consumers to buy AWA eggs. “For chickens raised according to the highest animal welfare standards, look for the label 'Animal Welfare Approved,' which, among other things, prohibits facilities from cutting chickens’ beaks,” the article states.

FOX IN HEN HOUSEHasslemann Family Farm in Marengo, IL, was featured on Fox Business News in mid-April for a short discussion about rising egg prices.

For more local, regional and national news coverage of AWA farmers and ranchers, visit AnimalWelfareApproved.org.

BARISTA CHAMP CHOOSES AWA MILKLaila Ghambari—named 2014 United States Barista Champion by the Specialty Coffee Association of America in April—sources milk for her award-winning cappuccinos from AWA-certified Pure Éire Dairy in Othello, WA.

“Milk is a big part of my score,” says Ghambari. “It just didn't make sense for me to invest a lot of time in the right espresso, and not the right milk. Pure Éire Dairy just stood out.” The management of cows at Pure Éire Dairy also resonated with her: “Many of the values associated with high-welfare milk production are equally relevant to the specialty coffee industry,” she adds. “I wanted to incorporate this into the competition.”

CO-OP DOUBLETwo cooperatives have partnered with AWA to supply their customers with high-welfare, pastured eggs.

The BriarPatch Co-op—a leading natural food store in Grass Valley, CA—worked with a number of local farmers to develop a regular supply of AWA-certified eggs for its customers. In a separate development, the Los de Mora Local Growers’ Cooperative, a producer group of 35 family farms and ranches in Mora, NM, recently voted to require all livestock producer members to join AWA, following the successful certification of its egg producers earlier this year.

GLOBAL WELFARE SUMMITAWA’s Andrew Gunther and Anna Bassett attended the International AssureWel Workshop in Horsham, UK, at the end of April.

AWA has been involved with the groundbreaking AssureWel welfare assessment project since 2011, working in partnership with Bristol University Veterinary School, the Royal Society for the Prevention of Cruelty to Animals, and the Soil Association of the UK. Bringing together representatives from numerous European animal welfare programs, the meeting connected

Fat Toad Farm won a $25,000 grant in the FedEx Small Business Grant Contest.

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funds to help create a new product and supporters often get something tangible in return. Our aim was to convince people to support a project that values landscape, animal welfare, sustainable agriculture, good food, open space, and community. So we needed to come up with different rewards to attract potential funders. We developed a large number of rewards according to the level of payment made: from a basic mention in our newsletter ($10 ) or a printed t-shirt ($40), to private cheese-making classes ($600) and the opportunity to be a farmer for a day ($3,500), right up to hiring the refurbished barn for a wedding ($10,000).

So what did we learn? Don’t underestimate the significant amount of time, money, and preparation that's involved. We spent hundreds of hours in the 10-month lead-up to launching the campaign, and we invested a lot of money on campaigning materials, such as flyers and stickers, as well as social media and networking to communicate our story. Talk to others who have launched Kickstarter projects—past and present, successful and not so successful—and learn from them. The “rewards” play a key role in attracting potential funders. I’d strongly advise employing someone to manage the entire reward process. You may have hundreds of rewards to mail at the end of the campaign—not exactly a good use of time!

Kickstarter enabled us to raise over $115,000 towards our goals of securing the farm's future and building better links with our local community, and the projects should be complete by fall. We had no idea how it would go, but the support we received was truly amazing.

Cricket Creek Farm is a mixed farm of around 450 acres, with AWA dairy and beef cattle and pigs. We’ve got an on-farm creamery, a small farm store and dairy CSA, and sell at farmers’ markets and wholesale to stores and restaurants. Although we’ve had a lot of successes and won awards for our cheeses, getting the farm on a more secure financial footing and linking with the local community have always been key goals. We’d heard about Kickstarter fundraising and thought it could help take the farm forward. Kickstarter is one of several new online “crowdfunding” platforms where people, groups or businesses can call on hundreds—if not thousands—of individuals to contribute funds for projects by soliciting individual donations from the “crowd.” Of course, whether you are successful depends on convincing enough people that your project is worth supporting. It was the start of a steep learning curve!

The first step was to identify projects that would have a lasting impact on the sustainability of the farm—including the bottom line. A shiny new tractor would be nice, but would it help achieve our long-term goals of true sustainability and ensure our viability as a high-welfare farm? Installing solar systems for hot water and electricity for our on-farm dairy and creamery, however, made real sense. Similarly, renovating one of our old barns for farm education, events and community space could create another revenue stream. Both projects also aligned with our wider vision of minimizing the farm’s environmental footprint and connecting with the local community. Our initial plan was to raise a minimum of $85,000 for the solar hot water project and to renovate our old barn, with additional financial goals to make our project even more of a success.

One immediate challenge was that we weren’t pre-selling a product. A lot of Kickstarter campaigns raise

New Funding Route is Ideal for High-Welfare FarmersLooking for ways to expand your high-welfare animal operation or develop your farm's educational role? Topher Sabot at Cricket Creek Farm raised $115,000 through a crowdfunding campaign to secure the farm's future success.

Suzy Konecky (far left), Topher Sabot (near left) and the team at Cricket Creek Farm set up a Kickstarter campaign to raise sufficient capital for diversification projects to make the farm financially sustainable.

To learn more about Cricket Creek Farm—and their Kickstarter project—visit cricketcreekfarm.com.

FARM AT A GLANCEFarm: Cricket Creek Farm, Williamstown, MA

AWA certified: 2011

Size: 450 acres grazing/ hay land and woodland

Enterprises: 25–30 milking cows (Jersey and Brown Swiss), Hereford/Angus beef cattle, Tamworth pigs. On-farm creamery, farm store, dairy CSA.

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With appropriate management, it is possible to provide wildlife habitats and maintain a healthy bottom line.

BY MAX ALLEGER, MISSOURI DEPARTMENT OF CONSERVATION

We sometimes hear there is no place for wildlife on a modern farm. But with relatively small investments of time and concerned action, it is possible to maintain a viable business and assure a place for the wild creatures who share our farms and ranches. It is primarily a question of personal interest and motivation.

Federal and state agencies (and a number of private organizations) own significant areas of land devoted to providing the best possible wildlife habitat. But while these areas provide wonderful examples of functional ecosystems, they are too few and far between to adequately sustain most wildlife populations. Most land in the U.S. is actually privately owned, so wildlife is utterly dependent upon habitat provided on private working lands. Grassland-dependent species—from pollinators to mammals and migratory birds—face an increasingly dire situation as our grasslands become more fragmented by invasive species and conversion to cropland.

AWA farmers already manage livestock to high-welfare standards while maintaining healthy soil, water, and forage resources. With a few affordable tweaks, AWA pasture-based operations can also provide important wildlife habitats. Better yet, farmers and ranchers can look into the various federal and state-based conservation programs that provide

technical and financial support to improve wildlife habitat on working lands. These programs often provide flexible options that can be tailored to fit your land and farming operation.

A BRIEF HISTORY OF U.S. GRASSLANDSNorth American grasslands are amazingly diverse, thanks in large part to the complementary processes of fire and grazing. Fires were set by Native Americans who burned the prairie at different times of year for different purposes. The result was a constantly shifting patchwork of burned and unburned areas. Native grazers like bison and elk responded by intensively grazing the lush forage that sprang up after a fire and only lightly grazing unburned areas.

Euro-American settlers initially perpetuated the same pattern. After the great herds of native grazers were decimated the prairie stayed ahead of sparsely stocked livestock. Settlers burned new patches each year to provide quality forage and the remaining grassland wildlife thrived for a time. Livestock numbers gradually increased to the point where abundant forage was a memory, and then came the plow. From the 1900s, grassland habitat quantity and quality began a steady decline, which has never abated.

EAST VS. WESTA clear dichotomy exists between how people in the eastern tallgrass prairie region think about and manage grasslands compared to the attitudes of those farther west. Although there are exceptions on both sides, the 100th meridian provides a fitting demarcation. Limited rainfall west of this line generally precludes the economic use of exotic forages

Grazing Management for People, Livestock, and Wildlife

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and fertilizer, so ranchers depend on native forages and conservative stocking, so as to remain within the land’s productive limits. Good range management also maintains good grassland wildlife habitat.

Move east of the 100th meridian, however, and native range quickly gives way to introduced pasture. More consistent rainfall means that monocultures of heavily fertilized, closely grazed exotic forages, such as tall fescue or Bermuda grass, are the norm. In my opinion, however, these are not functional grasslands where soil, water or wildlife resources are considered.

Adaptive grazing within the limits of the land is a helpful grassland wildlife management tool. The cycles of disturbance and recovery that grazing livestock bring to a farm landscape can mimic the historic impacts of native grazers. Managing pasture to benefit wildlife requires knowledge of the target species’ needs and the same good observation and management skills it takes to meet the needs of grazing livestock. Let’s take a closer look at two important bird species that depend on good grazing management.

GRAZING FOR THE BIRDSGrazing management to help grassland birds is about providing the right cover at the right time of year. For example, a farmer would need to provide at least a 10-acre block of nesting cover that is 6 inches tall by mid-May to benefit bobwhites in Missouri. This area could include, for example, residual warm-season grass from the previous year or new cool-season grass growth.

Well-managed grazing also creates and maintains essential brood habitat, where young chicks can escape predators and move freely to catch insects. Sites that are recovering from intensive grazing provide an abundance of early successional plants and ample travel lanes, which

make for great brood habitat. Regardless of your location, it is possible to modify the intensity and duration of grazing to meet the needs of specific grassland wildlife on your farm or ranch, or surrounding environment. As the diagram below shows, the grazing strategies to provide suitable habitat for the northern bobwhite can also lead to suitable habitat for many other key grassland bird species.

TALL FESCUEEvery region has exotic plants that make wildlife management more difficult. But this is exacerbated when one of them is a widespread forage species such as tall fescue. Livestock producers often capitalize on fescue's ability to bounce back after heavy grazing by increasing stocking rates beyond what would be possible with other grasses, as fescue will rebound when favorable growing

Grazing Intensity and Grassland Birds

Northern BobwhiteThe Northern bobwhite (or quail) is a popular game species and a bellwether of healthy grassland and early successional habitats. Populations have declined dramatically

since the 1960s as the patchwork of small farm fields planted to an array of annual crops and forages was replaced by huge monoculture crop fields and intensively grazed pasture. Proactive investments of time, money, sweat, and concern are now required to create and maintain small islands of habitat capable of supporting stable, local populations.

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conditions return. However, this heavy grazing introduces problems for wildlife. Heavy spring grazing removes potential nesting and brood-rearing cover, while heavy winter grazing removes cover that wildlife need for nesting the following spring. In addition, fescue readily invades pastures, old fields, and prairies. Once-diverse habitats quickly become fescue monocultures that fail to provide the variety of pollens, nectars, leaves, and seeds needed by insects that are a critical food source for songbirds, quail chicks, and other wildlife.While tall fescue will continue to be an important forage for the foreseeable future, there are a number of cost-effective ways to improve livestock performance and improve wildlife habitat on farms where it currently dominates. Similar strategies exist to improve habitat where other invasive species are of concern.

WILDLIFE MANAGEMENT TIPS FOR FESCUE FARMS• Eradicate fescue from summer pastures and plant

native warm-season grasses like big bluestem and Eastern gamagrass.

• Try to keep fescue below 3 inches by intensive grazing till May, then rotate livestock to summer pastures to allow legumes and warm-season grasses to rebound.

• Reduce the toxic effect of fescue by interseeding legumes and adopting a rotational grazing strategy to maintain them.

• Consider limiting late fall and winter grazing in some pastures. Rotate stock out when no more than half the area has been closely grazed to create "patchy" nesting cover for the following spring.

• Manage for wildlife around pastures by killing fescue

CASE STUDY 1: KDL RANCHDebi and Kevin Bredeson of KDL Ranch, near Kiowa, CO, received the "2013 Conservationist of the Year" from the Kiowa Conservation District.

We graze about 1,000 acres of owned and leased land with our Red Angus cross cattle. When we purchased the farm, the old homestead had been abandoned since 1955, and the fences were old, the land had been overgrazed, with lots of weeds, and so on. So we had to start from scratch. The ranch is located on Comanche Creek, which flowed until the late 1980s, and although we have nice sub-irrigation and water pools here and there, it is considered dry land.

A few years ago we purchased a further 180 acres for additional grazing. We had heard that the government offered programs to help farmers and ranchers, so we contacted the USDA Natural Resources Conservation Services (NRCS). This relationship has led to our ranch now having a solar well, over 12,000 feet of cross fencing, and a rotational grazing program, as well as a grant to erect a 2,100-square foot high tunnel and participate in a study on extending the growing season in our area.

We participated in a three-year Environmental Quality Incentives Program (EQIP), which offers financial and technical assistance to implement conservation practices. In the first year we put in a well on the 180-acre parcel and a solar array for the well pump. In the second year we sectioned off the land to create numerous “pie-shaped” paddocks, which radiate out spoke-fashion from the well, allowing us to simply open the gate to the next pasture to move the cattle. A Range Specialist also studied our grasses and devised a grazing plan for how many days we should graze each pasture before moving to the next rotation. In the final year you just have to show that you have implemented the agreed programs.

The benefits are so obvious to us. Our cattle now move effortlessly between pastures on a prescribed plan, meaning healthier land and healthier cattle. Our grasses have improved and weeds have decreased. The high tunnel extends our vegetable and fruit production by a month on each side of summer, and we can now grow cold weather crops throughout the winter. And the program helped us monetarily by offsetting some or all of the costs for all these improvements. Sure, there are a lot of rules, but the benefits to the land are immense.

We’d advise other farmers and ranchers to contact their local NRCS or conservation districts. These organizations employ knowledgeable, helpful people to enable your farm or ranch to improve. We have seen the help first hand!

Participating in a three-year Environmental Quality Incentives Program (EQIP), the Bredesons were able to install a solar-powered pump to supply fresh water for 180 acres of new grazing.

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30–50 feet out from fencerows, brushy draws, woodland edges, and odd areas that don't receive concentrated water flow. Establish native warm-season grasses or native shrubs or simply allow annual weeds to grow in some idle areas protected from grazing.

• If you practice rotational grazing, consider delaying grazing in some paddocks before and during peak nesting seasons.

FARM CONSERVATION: GETTING STARTEDAlthough the general concepts presented in this article will apply anywhere, the specific examples and tips are most relevant to Midwestern producers. Nevertheless, I hope they stimulate some thought about how your operation could become more wildlife-friendly—wherever you are located.

Most state-based fish and wildlife agencies provide technical conservation assistance services to landowners, as do most extension programs and the USDA’s Natural Resources Conservation Service (NRCS). Contact your local offices to find out more about the needs of wildlife in your region. In some cases, financial assistance is available to farmers and ranchers who want to make their land more wildlife friendly. To find your state extension program, visit csrees.usda.gov/extension or call (202) 720-4423. To find your local NRCS office, visit nrcs.usda.gov or call (515) 270-4864.

Max Alleger is the Grassland Coordinator for the Missouri Department of Conservation and coordinates a number of programs aimed at meeting the needs of the people and species that share Missouri’s grasslands.

CASE STUDY 2: BRUSH CREEK FARMFrances Huber of Brush Creek Farm, near Ennice, NC, earned Runner-Up in the 2013 North Carolina Outstanding Conservation Farm Family award.

We currently manage 125 grass-finished Black Angus cattle on 200 acres, along with 50–100 pasture raised hogs, and 30 Katahdin sheep. My interest in conservation began when I was six: Visiting my grandfather’s farm in Georgia, he instilled in me such a love of nature and animals that my dream was to someday live on a farm.

In 1994, my dream came true: upon retiring from business—and with a degree in agriculture from Cornell—my husband, Andy, and I bought a farm. After Andy’s death in 2000, I became a self-taught farmer. My goal is to raise healthy animals, while doing no harm to the environment, improving the land, and protecting the water. I still spend hours researching how to further develop a sustainable farm business while protecting the environment, and participate in many conservation organizations, working to raise awareness.

We have implemented so many different conservation practices over the years. The entire farm is under a permanent conservation easement with the Blue Ridge Conservancy, with 54 acres under a Forest Management Plan to promote healthy growth and provide wildlife habitat. I am a member of the Voluntary Farmland Preservation Program and have worked with the NRCS and NC Wetlands Restoration Preservation, now known as the Ecosystem Enhancement Program (EEP). We don’t use any pesticides, herbicides or fertilizers and use very little fuel due to the elimination of haying and bush-hogging. Planned grazing improves the life of the soil, controls weeds, and promotes healthy forage. Streams are not only protected but have been restored to a natural state, with livestock fenced out,

keeping bank erosion under control and preventing runoff, and all heavy use areas are protected with filter cloth and gravel.

Our efforts prove that it is possible to produce high-quality forage and raise superior livestock while caring for the land and water, maintaining a sustainable balance between farming and conservation. All areas of the business have benefitted, with regular meat quality reports from our processors and brokers, as well as big savings on labor, fuel, fertilizer, and associated equipment.

My advice? Work closely with your local NRCS and extension offices. Tap into your state ag school and join organizations that can help guide you. Find out about all the different government grants available. Be committed to the conservation message because it not only makes business sense, it’s the right thing to do.

Frances Huber (above) has transformed Brush Creek Farm into an award-winning, environmentally-conscious, sustainable mixed livestock farm that pays keen attention to animal welfare.

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The roots of branding are weaved into our culture. In fact, their origins date back to early American ranchers who used branding irons to distinguish their cattle. Individual brands were widely recognized among ranchers and buyers as a mark of cattle quality and farming excellence.

While the act of branding cattle will one day be relegated to the history books, the concept of a brand still carries a similar meaning as a way to distinguish and identify a product or service. However, brands have also evolved and morphed over time by weaving themselves into our culture. What would a roadside diner be without classic Heinz ketchup bottles on every table? From established and iconic to local farmers’ markets, brands serve as holding devices for our thoughts and feelings about a product, service or activity in our lives. Their memorable images trigger cumulative memories, stories and experiences. We look to brands to give us inspiration and guidance, as each one carries a promise.

WHAT DO YOU STAND FOR?How can a small farmer or food manufacturer use branding to build their business, especially when some companies spend millions of dollars promoting their brands to drive awareness? As an added challenge, it’s difficult for brands—large and small—to stay relevant in a consumer’s mind when

Many farms don’t take advantage of the very real story they have to tell. With animal welfare at the center of your farm operation—and the AWA logo to confer credibility—Steven DuPuis explains why developing your brand is so important.

BY STEVEN DUPUIS, DUPUIS GROUP—A DESIGN INNOVATION AGENCY

the average person sees over 5,000 brands per day. All companies have simple beginnings, but the

successful ones have one thing in common: they clearly and simply communicate what they stand for. That’s not to say they all planned it; in the early days of Ben & Jerry’s, the typography on their packaging was done by hand. Consumers loved the authentic, handmade human quality and it translated to the product and the overall brand experience. This helped build a unique brand—but their reason for the hand type, in actuality, was a lack of money for typesetting.

Consumers seek authenticity because it’s real and they can trust it: it’s one of the reasons why farmers’ markets are the fastest growing part of our food economy. According to Bill McKibben, author of Deep Economy, “Sociologists studying shopping behavior reported recently that consumers have ten times as many conversations at farmers’ markets as they do at supermarkets.” It is these human connections that create emotional bonds and loyalty to a product’s brand.

WHERE TO START?There are two parts to building a brand. One is brand positioning, or the strategy, essence and story of the

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brand. The second is brand identity, or the visual identity, logo mark, and communication elements that support and represent the brand’s positioning.

Building a brand is like building a house because it begins with a sound foundation. In the case of branding, it starts by capturing the meaningful stories about the business. Why did you start the business? Who are the people and personalities behind it? What is the passion and vision for the business? The more unusual and different the better, so dig for the crazy, funny, passionate stories that have inspired the business.

As a brand consultant we at DuPuis start every project by gathering this information to find the nuggets that can serve to define the business. Your goal is to develop a half-page narrative that speaks authentically about who you are and why you do what you do, because according to Simon Sinek during a TED talk, “people don’t buy what you do, they buy why you do it.”

To find these unique nuggets, those that would be relevant and meaningful to your consumer, start by observing your competition and the brands that break through the clutter. Newman’s Own, Synergy, and Cliff Bar all have well-defined personalities with established purpose and meaning.

After these observations, go back to your narrative and identify the values and qualities that are ownable to your offering. This will serve as a foundation for your brand. You then can define your brand’s attributes, values and purpose. With these steps (narrative story and competitive observation) you are establishing focus and discovering the true authentic meaning of your company. Here are a few additional questions to ask:

• What are your brand values?• What is your brand promise? (Value proposition)• What are the functional and emotional attributes of

your products or services?• What is the company’s key competitive edge?• What is the vision of the company?• Who are your target consumers?

These are just a few of the key questions one needs to ask to build a strong brand position. By addressing them, along with a well-thought-out narrative, you begin to define and focus the business. From this you can begin building the second part, the brand identity. This will become the visual representation of your story and values.

STAY REALRemember to stay authentic and the unique qualities of your story will keep you fresh and desirable to those seeking your products. Food is an experience, connected to our passions and emotions, so look to communicate your brand through the senses. How does your brand look, sound and feel? As Aristotle said, “You don’t persuade people through intellect, you do it through emotion.” We often use the chart (below) to assist in establishing the visual identity of a brand.

In today’s world of open communication, building a brand can only be controlled to a point. Yes, your story is yours, but according to Marty Neumeier, author of The Brand Gap, “It’s not what you say your brand is, it’s what your consumer says it is.” All the more reason to begin with a strong foundation that has relevance and meaning, so your message will be focused and authentic. For more information about the DuPuis Group, visit dupuisgroup.com.

Logo Icon ColorSignature

Visual

Shape Typography Tagline Taste

Nomenclature Pattern Sound Aroma

Brand Essence

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While it is possible to enhance a standard label (top left) with an AWA logo sticker (rolls are available for free), developing an attractice, professionally designed label like The Pig (top right) using AWA's free labeling service will improve your product's appeal—and make it stand out on the shelves.

Many of us make the mistake of believing that we don’t need a unique, stylized label, either because we assume high-quality products should sell themselves or because we feel other marketing strategies are more important.

But while a comprehensive marketing plan is essential to any business, the reality is that having a good product label is now more important than ever. Label claims are the foundation of food marketing; therefore the claims that are approved for use on your label will dictate which claims you are legally approved to make in the rest of your marketing.

Even farmers with limited sales are part of a much bigger and ever-changing labeling landscape. Shoppers who visit farmers’ markets are still likely to visit the mainstream grocery stores, and as public interest in ethical products grows, other food businesses—both large and small—will seek to capitalize on this new and growing market.

In order to market effectively in this arena, it is important to understand the labeling process so you can make the most of it.

KNOW THE PLAYERS—AND THE RULESLabeling your products is a team effort and involves the coordination of multiple parties: you, your processor, your designer/printer, and the state or federal agency that oversees the labeling of your product.

It is worth becoming familiar with the claims you can—and more importantly, cannot—make about your products. For instance, USDA will not approve the claim “hormone free” since all animals have hormones. You can, however, state that your animals have been raised with “no added

hormones,” although if you intend to make this claim on pork or poultry, an additional statement is required explaining that it is illegal to administer hormones to these species anyway.

By law, all meats sold to the public must be labeled with the following information:

• The contents of the package (name of the product, such as “lamb chops,” “ground beef,” or “pork sausage”).

• Other ingredients, if any (like spices in sausage); these must be listed in descending order—for example, “ground pork, salt, red pepper, sage, and black pepper.”

• Safe handling instructions, including, if appropriate, “Keep refrigerated or frozen.”

• The mark of inspection with processing plant number.• The net weight of the package.• The name and address of the processing plant or, if the

name and address are other than the processing plant (such as the name and address of a farm), it must be qualified by a statement identifying the person or firm associated with the product (e.g., “Packed for___” or “Distributed by ___”).

DON’T SELL YOURSELF SHORTlf you are raising hens outside on pasture—letting them roam and forage, hand-collecting eggs, and feeding a custom-blended feed with no animal byproducts—don’t just label your carton “cage free”! While this claim may evoke images of hens running around outside, most “cage free” eggs are from de-beaked hens raised indoors. Remember, too, that your potential customer can probably

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USE YOUR LABEL TO TELL YOUR STORYIn an increasingly competitive market a high-impact, professional product label that reflects your farm values—and helps to set your products apart—is more important than ever. BY EMILY LANCASTER MOOSE, LEAD FARMER AND MARKET OUTREACH COORDINATOR

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purchase a carton of “cage free” eggs at their nearest grocer at a much lower price than yours.

Similarly, when used on a meat label, the wholesome-sounding claim “natural” only means that the product was minimally processed and contains no artificial ingredients—it explains nothing about how the animal was raised. Feedlot beef can just as easily be labeled “natural” as high-welfare, grassfed beef. Consumers are becoming more wary of these relatively meaningless claims, so when your practices are above the baseline of a claim, make sure you get credit. Utilizing a credible third-party certification like AWA is an extremely effective way to do this.

TELL YOUR STORYWhat makes your farm special? Check out the labels of other products in your sector and identify what could set yours apart. Do you raise a particular breed known for its flavor attributes? Do you feed grain grown on your own farm? Has your farm been in the family for multiple generations? Have you earned any awards, certifications, or distinctions? These are examples of information that could spark interest in a potential customer. Be cognizant that some claims may need to be accompanied by evidence—for instance, when making a breed claim, the USDA will want to see some documentation supporting that claim. Similarly, when making a certification claim (like AWA), you will need to provide proof of that certification.

AWA’S FREE LABELING SERVICEFarmers in the AWA program are encouraged to make use of AWA’s free labeling service, where AWA’s Labeling Coordinators can facilitate the design and approval of your meat, dairy, and egg product labels for AWA-certified products. For more information, contact Emily Lancaster Moose at (202) 618-4497 or Emily@AnimalWelfareApproved.org. AWA egg producers can also purchase AWA’s low-cost, branded egg cartons, featuring

the AWA logo and clear messaging that the eggs are from pastured, high-welfare hens.

For more information, visit AWA’s food labeling page at AnimalWelfareApproved.org/farmers/labeling.

GIBSON FARMS ORGANIC BEEFAWA helped Gibson Farms in Westminster, SC, design their pasture-raised beef label (above) and attain USDA approval. The label is compatible with the slaughter plant’s labeling machinery and has space for all legally-required information, such as the product name, net weight, and sell-by date. The slaughter plant can keep rolls of these custom labels on hand for when they pack Gibson Farms’ beef.

Note the appealing picture, the farm logo, and the prominent certification logos. Adding colors usually means adding cost, but often the per-label cost of a colorful label is minimal compared to the marketing benefits. Gibson Farms is putting their most important and marketable attributes front and center: AWA, organic, grassfed and grass-finished. Although the claim “natural” means very little, some producers choose to include it in order to meet the customers where they are. However, as consumers become more aware of the lack of meaning behind this specific term, we expect more producers and marketers to avoid it.

“The task of creating a private label was a little overwhelming for me, so I sought help from the staff at AWA,” says Leland Gibson. “They did an excellent job on design and worked through the process of submitting the label for approval.”

Visit gibsonfarmsorganicbeef.com.

The Naked Pig Meat Co. (top left) and Gibson Farms (top right) both worked with AWA to develop these attractive labels. As well as designing the label, AWA will also help guide you through the state or federal labeling approval process. As with certification, there is no charge for this service.

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Technical InformationAWA has produced a range of technical support literature for farmers in the program, offering practical advice and guidance, and links to relevant scientific research. Our Technical Advice Fact Sheets include:

• Farm Health Plans• Soil Testing• Record Keeping• Management to Avoid Tail

Docking Sheep• Reducing the Risk of Internal

Parasites• Urinary Calculi in Goats• Injurious Feather Pecking• Avoiding the Need to Teeth

Clip Pigs

Download copies at AnimalWelfareApproved.org (select "Farmers" tab, then "Technical Support") or call (800) 373-8806.

With the rapid rise in consumer interest in high-welfare, sustainable foods, we’re seeing more instances where AWA farms are losing out on new market opportunities because they don’t have plans in place to cope with increased demand for their products.

With the exception of poultry, most farms will simply not have the necessary offspring to meet any sudden and/or significant increase in demand for their products for at least a year—or possibly two or more years for cattle. If you’re facing this situation, the only option you’ll have is to buy feeder or finished animals from other farms. As the AWA program is a birth-to-slaughter program, you’ll need to ensure these source farms are AWA certified.

While we do our best to connect AWA farmers who are looking to buy or sell excess stock, the reality is that most farms in the program already have their own marketing plans—and some may even be facing the same dilemma as you. Relying on us to help source additional animals at very short notice is unrealistic and should not be your main strategy. If your goal is

to grow your markets you must start cultivating relationships with other farmers now.

Some farmers form cooperatives or marketing associations; others develop a supply chain of AWA farms to help meet any new demand. However, both options take time and careful planning, and the blueprints for either must be in place well before any supply shortages arise.

Talk to your neighbors, extension agents, and other contacts now to determine if other farmers in the area may be interested in selling animals in the future. If necessary, introduce them to the AWA program and explain what’s involved. We are happy to assist you in this process. We have a range of technical information available and are always willing to answer questions from farmers. Given sufficient notice, it might also be possible to arrange for us to meet a group of local farmers who are interested in joining the program in order to supply your business.

Whatever you do, don’t risk losing out on future markets to others who are simply better prepared.

Don’t Lose Out on Future MarketsBY TIM HOLMES, LEAD AUDITOR

If you intend to buy feeder or finished animals from other farms to cope with increased demand for your AWA products, you must ensure all source farms are also AWA certified.

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One of 20 Technical Fact Sheets, our guide to preventing injurious feather pecking provides detailed advice on addressing this serious welfare issue.

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The editorial team behind the AWA Newsletter is working hard to provide information and advice on high-welfare, sustainable farming to the broadest possible audience.

Aimed at ensuring high-welfare, environmentally-conscious, and socially-responsible farms continue to thrive, we strive to keep you up to date with program activities and relevant news, as well as articles that are interesting, informative and—above all—useful. Regular content includes practical technical advice on high-welfare livestock management practices, discussion articles on topical issues to educate and inform, and marketing guidance on how to improve the long-term viability of your high-welfare farming systems. Where appropriate, we include case studies of AWA farmers and other businesses that exemplify best practice or pioneering spirit to inspire and inform. Our goal is to help you grow and develop.

We hope the AWA Newsletter is a valuable resource and welcome any comments on how we might improve, as well as suggestions on possible articles or features you would like to see in the future. Contact Peter Mundy at Peter@AnimalWelfareApproved.org.

WHO ARE YOUR CUSTOMERS? Our mission was always to produce a high-quality, low-impact product that would be presented to our customers with its story intact. It's important to us that this story is passed on to customers. So we try to identify cheese stores, gourmet markets, and natural food co-ops that are like minded and care about the production of the product—as well as the taste!

WHAT ARE THE MAIN BENEFITS OF THE AWA PROGRAM? We put the AWA logo on our website and directly on our products. It is important for us—and our customers—to acknowledge it when they purchase our products. Visit bigpicturefarm.com.

WHERE DO YOU FARM? Big Picture Farm is situated near Townshend, about 17 miles north of Brattleboro, VT. The farm is around 90 acres, with a mix of open pasture and woods. We have 34 goats that we rotate daily using solar electric fences. We do not grow any commercial crops—just nutritious browse for our goats, as well as vegetables for our family and workers. Our primary product is award-winning farmstead goat milk caramels, with four flavors: maple cream, sea salt & vanilla, chai, and cocoa latte. We also produce 1,000 to 2,000 pounds of cheese a year. We were making cheese for other farms before we started our own, but we wanted to contribute something different and unique while adding value to the goat milk.

Lucas and Louisa Farrell of Big Picture Farm, VermontFarms across the U.S. and Canada are joining the AWA program. We meet Lucas and Louisa Farrell, who pasture-raise goats at 90-acre Big Picture Farm.

Louisa (far left) with Josie and Elvis, their goat herd dogs. Part-funded by a USDA Rural Energy for America Program grant, solar panels (near left) supply over 50 percent of the farm's dairy and processing energy needs.B

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The AWA logo provides visibility and credibility—at no cost to you. To learn more about our program and standards visit AnimalWelfareApproved.org or call (800) 373-8806.

Help Us Make the AWA Newsletter Even Better

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Meet the Farmer

Beyond the ethical and moral idea that

animals should be treated well, and the

wider environmental and health benefits

of pasture management, we also believe

it makes real business sense.

—Topher Sabot, Cricket Creek Farm, MA (see page 5).

1007 Queen Street , A lexandr ia , VA 22314

WHY JOIN ANIMAL WELFARE APPROVED?No cost: Free annual farm audits

Practical and science-based standards

Qualified auditors

Marketing assistance and support

Technical advice

Online directory listing

Labeling design service

Promotional materials

Press support with national and local media coverage

Opportunity to apply for grants of up to $5,000

AWA certification lets consumers know your animals were sustainably raised on pasture or range with the highest welfare standards—all at no charge for farmers!To learn more visit AnimalWelfareApproved.org or call (800) 373-8806

AnimalWelfareApproved.org • 1007 Queen Street • Alexandria, VA 22314 • Tel: (800) 373-8806 • Email: Info@AnimalWelfareApproved.org

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www.facebook.com/AnimalWelfareApproved@AWAapproved