A cattle ranch near Nanton, Alta., recently became one of 15 in Canada to be deemed animal welfare approved by a U.S.-based organization.
Trail’s End Beef, operated by Rachel and Tyler Herbert, has also been “certified grass-fed” by the same organization, one of 11 with similar designation in Canada.
“For us, especially since we’re going into our 10th year of production, it’s just really exciting to have sort of a third party voice, an independent voice behind what we’re doing, just to give customers that added bit of certainty,” said Rachel Herbert.
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She said the labels affixed to beef can easily confuse consumers. The Animal Welfare Approved rating and its grass-fed companion designation can be easily researched by those who want to know more.
Emily Moose, director of communications for Animal Welfare Approved, said more than 3,000 farmers and ranchers in the United States have been audited and approved to use the AWA rating. Canada is an area of potential growth.
“We are getting a lot more interest all the time,” said Moose. “Interest in grass-fed production is growing at such a rate, and people are looking for meaningful labels.”
Farms and ranches who receive the certified grass-fed designation from AWA must first have the animal welfare approved rating.
“From our perspective, pasture and range-based management offer the highest potential for the highest level of welfare,” said Moose. “I think that is what sets us apart in the grass-fed market because it’s also a welfare assurance.”
Herbert said she doesn’t think the AWA rating is well known in Canada, but it is recognized among those who research sustainable, ethical meat production.
AWA personnel conduct annual audits of operations, in which they examine farm records, day-to-day practices, animal handling procedures, breeding programs and pasture records.
Herbert said an auditor visited Trail’s End to see the operation, all the cattle and all the land, both owned and rented, on which the cattle grazed.
“It was extremely thorough. I was really impressed with the procedure. From a producer’s perspective, they were asking all the right questions,” she said.
AWA auditors also inspected Trail’s End Beef’s processor, Prairie Meats in Coaldale, Alta. It also received AWA approval, as did the grass-fed portion of the historic A-7 Ranche near Nanton, which is associated with Trail’s End.
Herbert said Trail’s End, which sells beef from 100 head a year, will use the AWA rating in its marketing.
“It’s just another talking point,” she said.
“I’m someone who loves to talk about beef, and I love to connect with people about beef and really just let them know what’s really going on, on family ranches.”
However, she acknowledges that Trail’s End is one of many ranches that employ similar animal production methods, with or without AWA certification.
“These animal welfare standards could apply to virtually any ranch in our community. In Nanton here, its such a great network of people really ranching right.”
Moose said AWA’s grass-fed component originated in Canada.
“With so much variation between grass-fed claims, farmers wanted a way to assure their customers that their expectations were being met,” she said.
“The program was so successful that we expanded it to the U.S. at the request of our farmers here.”
