What Does 'Free Range' Mean?
Food is big business, and crafty marketers often take advantage of your good intentions with 'warm and fuzzy marketing tricks' - such as "Free Range labeling terms." - By Meat Buyer Daniel Rosacci and Chef Michaelangelo (mick) Rosacci

Read what the publishers of Consumer Reports Magazine have to say.

At Tony's, we are passionate about quality, responsible farming practices, the health of our children and a green earth; but we don't automatically believe everything we're told. My brother Danny and I have been traveling to the farms raising our foods so we can clearly understand every aspect of the products we sell. We see the animals, where they live, what they eat and how they are processed. We also talk to the animal doctors, farmers and packers to assure the products we sell are the best anywhere.

We'd like to start by making it clear that we have nothing against free range products, many of them are of excellent quality, but we do have a big problem with misleading marketing. In an effort to sway a consumers purchase, the true meaning, value, and relevance of many terms (such as free range) are often misrepresented and blown out of context.

A free ranging animal is one that wanders loose in their environment gathering the food it needs - such as a bison graizing on the prairie. Wild animals range freely. However when the words 'Free Range' are used with food, they become a marketing term and subject to USDA labeling laws. The words 'Free Range' on a package say nothing nothing about the quality of the product inside. They are there to create an impression of quality and sway a consumer's choice.

Often reality is quite different than the image conjured by marketing wizards. For instance, to add the words 'Free Range,' a farmer has to open a small portion of the henhouse to a common yard for a few minutes a day. A few birds may venture out and have a peek, but the vast majority will not - now the producer can label the entire flock as 'Free Range.'

A farmer uses a henhouse to create an idyllic environment for his poultry, free from heat, cold, wet, stress, predators, insects and the diseases of wild birds (such as Avian Flu). Opening the door exposes the entire flock to everything they're being protected from; ultimately increasing stress, mortality and disease. Every farmer and doctor we spoke to in the field had strong negative opinions about 'Free Range Poultry,' refusing to take such a risk with their flock in hopes of making a few extra bucks.

Great poultry is a result of superior breeding, superior feed, plenty of clean water, ideal temperature, protected living conditions, and thoughtful animal husbandry by the rancher. The words 'Free Range' on the label are not a factor.

Better Profits, Not Better Poultry
While we wouldn't hesitate to offer a "Free Range" product of superior quality, we just don't choose to pay more for meaningless words on a package. In our opinion, 'Free Range' products about better profits, not better poultry. While this fashionable term usually translates into increased sales due to added customer confidence, we know that a 'Free Range' has nothing to do with quality, flavor, tenderness or humane treatment. If anyone tells you otherwise either they've been mislead or they're trying to sell you something. Read what the Consumer's Union, publishers of Consumer Reports Magazine has to say.

Final Thoughts
Great poultry is a product of good genetics, sound animal husbandry, quality feed, responsible processing, and a keen attention to detail. At Tony's, we support all improvements in farming techniques and product quality, but not fads or gimmicks. We salute the farmers and ranchers raising great foods - irregardless of how marketing pros label them.

With humility and gratitude, we vow to always engage in sound business practices based on uncompromising ethics and integrity, never losing our focus on the benchmarks upon this business was founded in 1978: Quality, Service, Constant Innovation and Abbondanza! - Editorial by Chef Michaelangelo (mick) Rosacci

The Consumer's Union on Free Range Labeling
Consumers Union, publisher of Consumer Reports, is an independent, nonprofit testing and information organization serving only consumers. They are a comprehensive source for unbiased advice about products and services, personal finance, health and nutrition, and other consumer concerns. Since 1936, our mission has been to test products, inform the public, and protect consumers. Our income is derived solely from the sale of Consumer Reports and our other services, and from noncommercial contributions, grants, and fees.

Consumer's Union Free Range Label Report Card

How meaningful is the label? Not
Is the label verified? No
Is the meaning of the label consistent? No
Are the label standards publicly available? No (1)
Is the organization free from conflict of interest? No (2)
Was the label developed with broad public and industry input? No

1) There are no standards for the free range label.
2) The producer or manufacturer decides whether to use the claim and is not free from its own self-interest.  
 
WHAT THIS GENERAL CLAIM MEANS:
The USDA has defined "free range" or "free roaming" for poultry products but not for eggs. For other products carrying the "free range" label, there is no standard definition for this term.

CONSUMERS UNION FINDINGS
"Free range" is a popular label seen on eggs, chicken and other meat. Many shoppers think it means that the animal has spent a good portion of its life outdoors, grazing, foraging, dusting and running. Yet in reality, in the case of poultry for example, the government only requires that outdoor access be made available for "an undetermined period each day." That means that the door to the coop or stall could be opened for five minutes a day and if the animal(s) did not see the open door or chose not to leave--even everyday--it could still qualify as "free range."
 
CONSUMERS UNION EVALUATION:
Free range (or free roaming) is a general claim that implies that a meat or poultry product, including eggs, comes from an animal that was raised in the open air or was free to roam. Its use on beef is unregulated and there is no standard definition of this term. Free range is regulated by the USDA for use on poultry only (not eggs) and USDA requires that birds have been given access to the outdoors but for an undetermined period each day. USDA considers five minutes of open-air access each day to be adequate for it to approve use of the free range claim on a poultry product. "Free range" claims on eggs are not regulated at all. To learn more about what is meant by this term, consumers must contact the manufacturer.