Pasturebird, the world’s largest pasture-raised chicken brand, has successfully petitioned the United States Department of Agriculture (USDA) to update the definition of “pasture-raised” meat and poultry. This achievement marks a significant step toward greater transparency and animal welfare in the poultry industry. For years, Pasturebird and its parent company, Perdue Farms, have advocated for a clear and distinct definition to help consumers differentiate between “pasture-raised” and “free-range” chicken. The updated USDA animal raising labeling guidelines now require that “pasture-raised” animals must be on pasture for the majority of their lives. The pasture itself must consist of rooted vegetative cover, grasses, or plants, setting it apart from “free-range,” which only necessitates outdoor access without specific pasture requirements.
The updated USDA guidelines represent a major victory not only for consumers seeking pasture-raised products they can trust but also for farmers who invest additional time, care, and resources into raising their birds on pasture.
“For more than seven years, we’ve been advocating for distinguishable standards between ‘pasture-raised’ and ‘free-range,’” said Paul Greive, Pasturebird Founder and Vice President of Sales and Marketing. “The evolution of these important standards ensures that products with these raising practices will be accurately labeled—especially as consumer interest in pasture-raised chicken is on the rise. This is a victory for animal welfare, pastured poultry farmers, and consumers.”
In 2020, Perdue Farms, a fourth-generation, family-owned U.S. food and agricultural company, acquired Pasturebird with the goal of scaling regenerative agriculture and making pasture-raised chicken more accessible and affordable. Perdue has built its reputation as a leader in animal welfare through its organic and free-range chicken programs and by becoming the first major poultry company to eliminate the use of antibiotics. Since its acquisition, Pasturebird has leveraged Perdue’s longstanding industry relationships to push for clearer and more transparent poultry labeling practices.
Poultry Pasturebird Secures USDA Approval for Updated ‘Pasture-Raised’ Poultry Labeling Guidelines
On March 16, 2023, Perdue submitted a petition to the USDA’s Food Safety and Inspection Service (FSIS), calling for a formal definition of “pasture-raised” and a clear distinction from “free-range” claims for meat and poultry products. The petition also urged FSIS to update its guidance on living and raising condition claims to better align with consumer expectations. The USDA announced its acceptance of Perdue’s petition on August 28, 2024. Following a 60-day public comment period, which concluded on November 12, 2024, the new USDA guideline revisions took immediate effect, though changes in marketplace labeling may take time to be fully implemented.
“The formal definition for ‘pasture-raised’ is going to be a game changer,” said Joe Koopsen, first-generation owner of Joe’s Farm in Michigan, which specializes in pasture-raised poultry. “Even though this change will undoubtedly benefit pastured poultry producers, the real winner is the consumer, who has been misled for too long by companies saying one thing and doing another.”
During the public comment period, Perdue’s petition received overwhelming support. Of the nearly 6,500 comments submitted online, 80% came from consumers, and 96% expressed support for establishing a standard definition of “pasture-raised.” Many commenters voiced concerns over previous misleading labeling practices. Under the former guidelines, which allowed “pasture-raised” and “free-range” to be used interchangeably, some chickens were given only “nominal” outdoor access instead of the significant pasture time consumers expected. The newly established standard provides much-needed clarity and protection for consumers against misleading labeling.
Beyond consumer advocacy, the petition garnered support from farmers, sustainability advocates, and third-party auditing organizations. Certified Humane® and the Global Animal Partnership have already updated their definitions of “pasture-raised” poultry to reflect the new FSIS guidelines. Third-party certification plays a critical role in ensuring that animal-raising claims remain truthful and not misleading by requiring independent verification that standards are met on farms.
“Certified Humane has incorporated the new FSIS guidelines into our Broiler Standards,” said Mimi Stein, Executive Director of Certified Humane®. “This update gives producers the opportunity to follow the new regulations alongside the Certified Humane standard, allowing them to use our logo in conjunction with a ‘Pasture Raised’ claim on their packaging. We support this important update and are committed to helping consumers confidently choose products with our label.”
Consumers often face challenges when deciphering poultry labels, and the USDA’s adoption of a standardized, common-sense definition for “pasture-raised” is expected to bring much-needed clarity. “When shopping for chicken, consumers are asked to take a leap of faith in interpreting labels, but the new USDA definition should make things a little bit easier,” said Greive.
As demand for ethically and transparently raised poultry continues to grow, the USDA’s decision to clearly define “pasture-raised” represents a crucial step forward for the industry. With the new labeling guidelines now in effect, consumers can have greater confidence in the accuracy of their food labels, while farmers committed to genuine pasture-raised practices receive the recognition they deserve. The adoption of this standard will help reshape poultry farming in the U.S., encouraging more farmers to embrace pasture-based systems and reinforcing consumer trust in ethically produced poultry products.
