Scrutiny of Meat Labels Like Grass-Fed Misses Green Expectations

Federal regulators are giving more direction for using terms like “grass-fed” and “free-range” to sell meat and poultry, but it’s not enough to appease sustainability activists.

New guidance issued last week by the US Department of Agriculture focuses on voluntary marketing claims that highlight how livestock are raised and the sustainability of associated land use. It emphasizes the need for more robust documentation to back up animal-raising or environmental claims and encourages companies to substantiate their claims with third-party certifications.

The update to guidance from 2019 comes as companies across industries are facing lawsuits over alleged greenwashing, where plaintiffs say ...