Marketing Claims and Verification Process

Marketing Claims and Verification Process

Marketing Claims and Verification Process Craig A. Morris, Deputy Administrator Livestock and Seed Program Agricultural Marketing Service Developing Marketing Claims Value-added marketing opportunities Marketing Claim Standards Created to

differentiate value of commodities Single standard with explicit attributes to create common language among industry Distinguishes products Driven by consumer demand

Marketing Claim Standards Applies to unique livestock production or processing activities. E.g., Naturally raised, Grass (forage) fed

Marketed at retail Voluntary But if applying the standard, mandatory to receive USDA certification Role of Agricultural Marketing Service

Indentify need Request input from stakeholders Propose in Federal Register public comment Analyze comments Publish final marketing claim

Certifying Validity of Marketing Claims Independent verification by the Agricultural Marketing Service Process Verified Program AMS performs independent audits and accreditations ISO 9001:2000 standard

ISO Guide 65 Program E.g., U.S. Organic Certifiers for EU Process Verified Program Distinguishes specific activities throughout production process Animal trace back and identification User feescost recovery

Questions? Contact the Livestock and Seed Program Verification and Certification: (540) 361-7640 Standards: (202) 720-4486 www.ams.usda.gov/lsprogram

Contact Poultry Programs Verification and Certification: (202) 720-4411 Standards: (202) 690-3148 www.ams.usda.gov/poultry

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