Retailers worldwide are actively looking for brands with third-party certifications that demonstrate to consumers that they are paying attention and meeting their values. Over the past five years, retailers like Walmart, Thrive Market, and Albertson’s, among many others, have made it part of their mission to increase their supplier and product diversity, and part of that includes sourcing brands that have meaningful claims and certifications like G.A.P. Animal Welfare Certified.

Retailers embrace the G.A.P certification with open arms

Retailers of all sizes around the U.S. have taken a strong interest in adding G.A.P Certified products to their shelves. Major grocery chains like Whole Foods Market, Thrive Market, Common Market, and Natural Grocers carry G.A.P Animal Welfare Certified products in their fresh meat departments. At the same time, prepackaged items with G.A.P. certification can be found at Walmart, Food Lion, and online at Amazon, Mom’s Organic Market, Harris Teeter, Weis Market, Safeway, and Target. National Co+Op Grocers also work with about 200 independent grocers that carry G.A.P. Certified products.

Notably, there has been a rise in pet brands certified by G.A.P available across U.S. stores. Certified pet food brands like Fresh Pet, Open Farm, Tender & True, Earth Animal, and Canidae are sold within specialty pet stores, small chains, independents, online, as well as Petco, Petsmart, Amazon, and Chewy. For more information about pet food trends and the importance of animal welfare claims to pet owners, check out our blog with great stats and information.

Leveraging RangeMe with G.A.P. certification

Getting noticed by retailers like the ones mentioned above can be a challenge, especially for emerging brands. That’s why G.A.P. chose to partner with RangeMe to help build awareness of our claim with new brands, and introduce more G.A.P. Certified items into more outlets so that consumers have a choice when they are shopping for meat and pet products.

RangeMe is an online platform that brings suppliers and retail buyers together for the discovery and purchasing of innovative, emerging products. RangeMe works with more than 200,000 product suppliers and manufacturers, as well as 15,000 retail buyers worldwide from national banners to independent retailers. Through RangeMe, both retailers and suppliers get insight into trending data that shows them how CPG is moving and growing—and the role that various certifications have in that growth.

Not only does RangeMe help buyers discover innovative new products, suppliers have access to several tools to help them successfully manage and grow their brands. This includes RangeMe insights, tools, and services, including direct communication to several certification partners. Suppliers who hold a G.A.P. certification can showcase their products and certifications on their RangeMe profile, take advantage of any exclusive retailer submission opportunities, and appear in select buyer searches. And suppliers without the certification can easily reach out to G.A.P under RangeMe Services to inquire about the benefits.

RangeMe also offers tools that allow suppliers to access data that can help manage products, market their brand, build brand awareness, and gain insight into the CPG industry. Getting retail-ready can be a challenge for emerging brands, but RangeMe Services can help with the aspects that small brands can sometimes struggle with, such as insurance, labeling, product images, and more.

G.A.P. and RangeMe—better together

If you are a new brand looking for opportunities to leverage your G.A.P. Certification, check out RangeMe. RangeMe and G.A.P. are aligned in their mission and goals around sustainability, ethical production and sourcing, and an overall commitment to environmental, social, and governance (ESG) criteria.

“Consumer behaviors are continually evolving, and providing retailers and suppliers the ability to source innovative products that meet consumer values is critical for success in CPG,” says Brandon Leong, Senior Vice President of Marketing and Growth for RangeMe. “We are helping pave the way toward more mindful product sourcing, and partnering with certifications like G.A.P. help us provide more avenues for supplier success on their retail journey.”

If you’re a retailer or brand, learn more about RangeMe at: https://www.rangeme.com/suppliers.

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The G.A.P. team just returned from SuperZoo, the pet industry’s largest annual trade show hosted by the World Pet Association. SuperZoo is a great way to connect with our existing pet food partners, as well as meet new brands looking to add the G.A.P. Animal Welfare Certified label to their products. We were thrilled to see so many new brands focusing on high quality, humanely sourced pet food and treats. The pandemic has accelerated the trend of healthy, responsibly sourced human and pet food options. It’s a shift in consumer demand that isn’t going away.

Pet Food Trends

If you’ve been to a pet store recently, you’ve probably noticed the pet food aisle is changing. Consumers care deeply about the food and treats they are giving their pets and sourcing is key. In the May issue of PetFood Industry magazine, there was an article citing consumer data from surveys conducted by Purina and Chewy. In the Purina survey, 92% of pet owners said they are interested in learning more about where ingredients for their pet’s food is sourced. Pet owners are definitely reading labels. On average, they know the same amount of information about where their pet’s food is sourced as they do about their own. In fact, 68% of Gen-Z pet parents say they care more about where their pet’s food comes from than their own! Now that’s love. (1)

In the Chewy consumer study, they uncovered similar findings. 73% of pet owners said their pets’ health is just as important as anyone else in their family and 70% make food choices for their pets in the same way they do their own. And 87% said it’s important for to check the ingredients list on package labels and product descriptions. (1)

Pandemic-led growth

Pet ownership in 2020 rose to 70% of US households, an all-time high. Millennials are the largest segment of pet owners at around 32%. This increase in pet ownership means that consumers are spending more money on pet food and supplies. In fact, the pet industry hit a new milestone in 2020 – over $100 billion in sales. According to the latest APPA National Pet Owners Survey, humanization, premiumization and sustainability are at the forefront of pet owners’ purchasing decisions as 50% of consumers weighed these factors as most important. (2)(3)

G.A.P. Certification for pet food

It’s not surprising that pet parents are looking for foods that meet the same standards they already choose for themselves. After all, many of the same farms that feed us also supply the pet industry. Farms making the investment in higher quality feed, a better environment for the animals, and better management throughout the lifecycle of their animals sell their products at a premium compared to conventionally-raised products. And consumers are voting with their wallets. Many are willing to pay more for products with premium attributes and meaningful certifications for themselves, as well as for their pets.

Buying G.A.P. Animal Welfare Certified pet food is a great way to support the same farms and companies that are supplying high quality products in meat departments and restaurants, as you are helping spread the costs of farm certification across more and more products in the store, encouraging more supply from farms looking to lead the way in farm animal welfare.

Pet brands making a difference 

Many G.A.P. Certified farms and ranches supply ingredients to our pet partner brands: Tender & True, Open Farm, Fresh Pet (Nature’s Fresh), Halo Pet, Earth Animal, Canidae, Only Natural Pet, Nugget’s Healthy Eats, Happy ‘N Healthy Whole Paws, and Wild Patagonian treats. For these pioneering brands, G.A.P. sets the standard for how animals are raised on-farm: standards around the amount of space the animals have, the type and management of indoor and outdoor environments in which they live, and the type of enrichments they are given (like perches for poultry and wallows for pigs). G.A.P. uses third-party certifiers to audit each and every farm to ensure the standards are being met.

What’s also unique about G.A.P.’s program is that we create standards, and certify products, according to our 5-Step® Animal Welfare Certification tiers specific to each type of meat ingredient (e.g., beef, pork, chicken, etc.). When you see our G.A.P. label on pet food, here’s what those different labels mean:

At G.A.P., we believe that quality begins with better farm animal welfare. The G.A.P. Animal Welfare Certified label is a differentiator for premium pet food products looking to add a meaningful claim to their high-quality products. Visit our G.A.P. Pet Page and learn more about our program and how you can source G.A.P. Certified ingredients for your pet food and treats. You can also email us at LPA@globalanimalpartnership.org.

Sources:

1. PetFood Industry magazine, “Chewy, Purina Surveys on Premiumization and Transparency”, May 2021
2. Pet Business, “Understanding Today’s Pet Owner”, June 1, 2021
3. 2021-22 APPA National Pet Owners Survey .

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Thrive Market walks the walk when it comes to farm animal welfare. Not only are all of their meat products G.A.P. Animal Welfare Certified, but they are also donating $30 to the G.A.P. organization for every first-time user order placed on their site. If you use this link to shop now, you’ll receive 25% off your first order, and G.A.P. will receive a one-time donation of $30. It’s a win-win!

On the Thrive Market site, you can shop by 70+ diets (like keto, paleo, gluten-free and vegan) and values (like animal welfare certified, non-GMO, fair trade certified, and BPA-free). You can choose the G.A.P. icon to filter for G.A.P. Certified meat and pet products. It’s that easy. All Thrive meat products are G.A.P. Certified Outdoor Access (Step 3) or higher. And all orders are delivered for free with carbon-neutral shipping from their zero-waste warehouses. One of our G.A.P. brand partners, Tender & True, also sells G.A.P. Certified pet food through Thrive Market. So, you can get food for the whole family when you join today.

The partnership between G.A.P. and Thrive Market is a natural match. Nick Green, Thrive Market’s Co-CEO and Co-Founder agrees. “Thrive Market and G.A.P. both prioritize innovation as a driving force within our organizations. At Thrive, we satisfy customers who have high standards and demand transparency by offering them quality, convenience and access. G.A.P., meanwhile, brings the most robust program in animal welfare to customers, while working with producers to help source raw materials and find new markets.”

Thank you Thrive Market for helping us make G.A.P. Animal Welfare Certified products more accessible to everyone. We look forward to many years of partnership!

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G.A.P. Display at the Annual Meat Conference

Earlier this month, G.A.P.’s Business Team attended The Meat Conference in Dallas, TX hosted by FMI/NAMI. This annual event focuses entirely on the business of meat and poultry for the retail channel. The conference is a comprehensive education and networking experience, attracting retailers looking to increase their bottom line.

A trade show within the conference highlights products, services and trends—the ideal platform to preview G.A.P.’s rebrand, scheduled for full release in April. Spiking consumer demand for meaningful label claims, particularly around animal raising practices, has launched G.A.P. into the mainstream marketplace, making it the perfect time to set up shop at The Meat Conference. G.A.P. partners were out in full force too — occupying 10% of the show floor with many more in attendance. The collective presence of G.A.P. opened the door to new opportunities.

G.A.P. MEANS BUSINESS

Adding value across the supply chain is key to our growth and success. From working with producers to maximize utilization to developing a communications strategy with a retail partner, we are a hands on team focused on partner success. G.A.P. supply meets a variety of needs spanning multiple species and systems, with more than 1200 certified products that offer a risk management edge–3^rd party audits at every farm we certify, every 15 months. Simply stated, if we don’t see it…we don’t certify it.

G.A.P. REBRANDING 2019

Featuring a new label design with flexibility for an expanding market, the large-scale brand refresh also includes a new website, partner portal and added tools and resources for G.A.P. certified partners. GAPgear.org, also launching in April, will add wearables and housewares to the mix. Proceeds from the brand extension will fuel G.A.P. programs and outreach.

Certified products with the new label will begin hitting store shelves in May. The unique attributes of the 5-Step program are embedded in a clean and compact design with simplified language to maximize brand recognition for a growing consumer audience.

Contact G.A.P. for Business: LPA@globalanimalpartnership.org

Visit us: CertifiedGAP.org | GAPgear.org

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The Global Animal Partnership (G.A.P.) team will be at the Annual Meat Conference happening in Dallas, Texas March 3 – 5. Find us exhibiting at booth #164.

The appetite for meaningful label claims is on the rise in grocery retail, and food service, as more meat-eating consumers demand transparency and higher welfare options. So what’s keeping you? Fear of the unknown, access, cost? Bring us your challenge.

If you’re ready to raise the steaks on animal welfare, we want to connect with you at the show.

As a leading meat labeling program for animal welfare standards, we are uniquely equipped to offer insight and solutions:

• Access to Supply
• Regulatory Guidance
• Risk Management
• Sales Support
• Training
• Brand Promotion through Marketing, Public Relations, Social Communications

Contact us to book a meeting March 3 – 5 and check out G.A.P. Certified producers, manufacturers and brands exhibiting at Conference: Miller Poultry, Pitman Farms, Bilinski Sausage, Panorama Meats, Hain Pure Protein, Pederson’s Natural Farms, and more. Visit G.A.P. at booth #164 for more information.

Contact: Amy Cunningham acunningham@globalanimalpartnership.org, and be sure to follow G.A.P. on social media for updates from the Conference at:

• LinkedIn https://www.linkedin.com/company/15228260/admin/
• Twitter https://twitter.com/certifiedgap
• Instagram https://www.instagram.com/certifiedgap/
• Facebook https://www.facebook.com/certifiedgap

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Global Animal Partnership Offers its Expertise to Guide Natural Meat Brands into Higher Animal Welfare

We are excited to again attend the annual Natural Products Expo West show March 7 – 9, 2019 in Anaheim, California. The natural products industry’s appetite for better, more humanely raised meat is on the rise as more meat-eating consumers demand higher welfare options. We are constantly getting inquiries from retailers and manufacturers asking how to obtain Global Animal Partnership’s (G.A.P.) certification for animal welfare. As a result, we’ll be looking to connect with manufacturers and brands at the show who are listening to that consumer demand and want to raise the steaks on animal welfare.

Introducing our new Global Animal Partnership Label

Even with the rise of plant-based meat alternatives, the reality is most people do eat meat, therefore meat consumption is not going away anytime soon. We’ve recently conducted our own shopper research to better understand perceptions and purchase decisions around those who buy meat. What we found is, not surprisingly, labels are confusing and consumers are unsure of who to trust.

That’s why at the show we will be unveiling our new and improved label – the Global Animal Partnership certification label you’ll find on meat products that are certified by G.A.P.. Our new label will be launching on store shelves later this year and coincides with our mission to educate consumers around the credibility of G.A.P.’s audit program and how visiting every farm every 15 months (instead of just a portion of farms as some competitors do) is assurance for consumers who want to feel better about the meat they eat.

Helping companies step up their animal welfare by building their supply chain with them

G.A.P. Helps Through the Entire Supply Chain

As a leading meat labeling program for animal welfare standards, our team of meat industry veterans are uniquely equipped to help offer guidance, make connections and help solve challenges for meat companies looking to step up their animal welfare. One of the main challenges we come across are companies that have made a commitment to do things like, go cage-free by a certain date, but they may no real plan to make it happen. That’s one of the many situations where the G.A.P. business development team is a valuable resource.

At Expo West we’ll be looking to meet with manufacturers and brands who need supply chain support for sourcing G.A.P. certified meats. Our team can connect your company with producers to bring value to the entire supply chain and also help producers utilize the entire animal.

Contact us if you’re interested in meeting at Expo West during March 7 – 9. We’ll be happy to share examples of how we’re already working with G.A.P. partners to raise the steaks on their supply chain, and most importantly, learn more about your business and what you’re looking to achieve.

Email the G.A.P. Business Development Team at acunningham@globalanimalpartnership.org with attention to Amy Cunningham. We can grab a steak, a coffee or a drink.

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The team at Global Animal Partnership are thrilled to congratulate our partners at Miller Poultry, Country Natural Beef, Hearst Ranch Beef and Diestel Family Ranch on their recent wins at the annual Whole Foods Market Supplier Awards.

We love it when our partners get the recognition they deserve, whether that’s in success at retail, animal welfare, community service, or product innovation. Oftentimes we find that companies going the extra mile in animal welfare, are also succeeding in other areas too. Certainly brands that Global Animal Partnership work with are ones to watch and learn from.

The categories each brand won in include:

• Miller Poultry for Global Supplier of the Year
• Country Natural Beef for Service and Partnership
• Hearst Ranch Beef for Supplier of the Year, Southern Pacific Region
• Diestel Family Ranch for Supplier of the Year, Northern California Region

Miller Poultry

Country Natural Beef

Hearst Ranch Beef

Diestel Family Ranch

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