GNP Company Flagship Chicken Brand to Add “No Antibiotics-Ever” and Humane Certified Attributes
GNP Company®, a provider of premium natural chicken in the Midwest, will be adding two new attributes to chicken products sold under its flagship Gold’n Plump®brand. The attributes include “No Antibiotics–Ever” and the American Humane Certified™ farm program seal. The first Gold’n Plump products featuring both of these claims will hit store shelves in March, with more added in the summer. The company will gradually extend these attributes to the entire Gold’n Plump line, with the goal of all products to offer them by 2019.
“The demand for products raised humanely and with no antibiotics ever is growing,” said Julie Berling, Director of Strategic Communications and Insights for GNP Company. “One study shows as many as 42 percent of chicken consumers say ‘hormone- or antibiotic-free’ is an important factor to them. And 92.6 percent of consumers find it very important to buy humanely raised meats.”
The Natural Resources Defense Council reports chicken raised without routine use of antibiotics is no longer a niche business and that chicken leads the meat product movement towards reduced antibiotics use.
Not All Claims Equal
The company says its flagship Gold’n Plump brand will be one of the first mainstream chicken brands to fully transition its entire product line to be raised without antibiotics of any kind.
“Not all antibiotic claims are created equal,” explains Brian Roelofs, Vice President of Sales, Marketing and Service for GNP Company. “Many companies are making statements about eliminating the use of antibiotics medically important to humans. GNP Company’s move is taking that further—eliminating all antibiotics of any kind for its All Natural Gold’n Plump products now, with the remaining portfolio to follow.”
The USDA only allows products sourced from chickens never-ever given antibiotics their entire lives, including when inside the egg, to be labeled as “No Antibiotics–Ever.”
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The Gold’n Plump brand’s transition is gradual to ensure continuous humane, ethical animal care and product availability. GNP Company continues to believe animal antibiotics, when used judiciously and as needed under veterinarian guidance, are safe for animals as well as humans. Yet, it also recognizes consumers’ and customers’ growing desire for choices in the meat case that are raised without antibiotics. Roelofs added, “We will continue to reduce our antibiotics use in response to consumer and customer demand. However, we will continue to treat flocks for illness, including the use of antibiotics when necessary, as withholding treatment is not ethical or humane.”
Humane Care Promise Becomes Certified
As Gold’n Plump products transition to a No Antibiotics–Ever product line, it will also become officially certified by the American Humane Certified farm program. “GNP Company has always been committed to the humane treatment of our chickens,” said Roelofs. “We first partnered with the American Humane Certified farm program in 2010 to certify our Just BARE® products under the program’s rigorous standards. Since 2013, we’ve been auditing our contracted family farm partners and grow-out barns—including those responsible for the care of Gold’n Plump flocks. The official certification of Gold’n Plump formalizes our already steadfast belief in humane care.”
For products to display the American Humane Certified seal, GNP Company’s animal care, handling and processing practices are independently, third party audited and must meet or exceed the agency’s more than 200 rigorous requirements.
A majority of core Gold’n Plump products, such as small and family packs of boneless skinless chicken breasts, chicken thighs and ground chicken, will carry both the No Antibiotics–Ever claim and American Humane Certified seal by summer 2016. All remaining Gold’n Plump value-added retail, deli and foodservice products will transition by the end of 2019.
Extensive media and in-store support will help drive awareness for this Gold’n Plump product line transition in select markets. A mix of advertising will run via print, online, mobile, video and radio channels. Gold’n Plump messaging will be shared among social media platforms, including Facebook, Twitter and Pinterest. Point-of-sale shelf-talker materials will deliver the news in-store.
New World Pasta Brands Earn Non-GMO Project Verification
In response to consumers’ desire to make more informed choices about whether to eat foods which are made with genetically modified organisms (GMOs), New World Pasta Company, a wholly owned subsidiary of Ebro Foods, announced that its brands: American Beauty®, San Giorgio®, Ronzoni®, Creamette®, Prince® and Skinner® have earned NonGMO Project Verification on their most popular pasta products.
“Today’s consumer is demanding transparency in food labels. Simply put, consumers want to know not just what’s in their food but also where it comes from,” said Paul Galvani, Senior Vice President of Marketing for New World Pasta. “We are proud to be leading the way in the pasta category by earning Non-GMO Project Verification.”
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The pasta brands from which New World Pasta formed are built upon a firm commitment to quality and value. The brands began as family-run companies, some more than a century old, and the principles that helped garner their intense customer loyalty are the same principles that guide New World Pasta today.
FDA Listens to Raw Milk Cheese Producers
Following the release of a surprise statement by the U.S. Food and Drug Administration (FDA) expressing respect for the artisan cheesemaking community and announcing that FDA is “pausing its testing program for non-toxigenic E. coli in cheese,” FDA Deputy Director for Foods and Veterinary Medicine, Michael Taylor, met with raw milk cheese producers on February 12 to learn more about the concerns of the American artisan cheese industry.
This Listening Session was held at FDA’s Center for Food Safety and Applied Nutrition, where Taylor was joined by Dr. Susan Mayne, Director of the Center for Food Safety and Applied Nutrition, and a number of pertinent FDA staff. In opening remarks, American Cheese Society (ACS) Executive Director, Nora Weiser, expressed that “ACS’s desire to preserve and protect traditional cheesemaking practices; ensure safe, diverse products for consumers; and work with regulators to avoid undue and unnecessary barriers to growth are shared by many allied industry groups.” Weiser went on to name over 20 industry groups that support ACS in this direction, including numerous regional cheese guilds, international cheese organizations, and other dairy industry groups.
Seven ACS members, all raw milk cheesemakers from around the country, lent their voices to advance the dialogue and understanding that are needed to ensure continued growth of the artisan cheese sector. Presenting cheesemakers focused on several key issues:
- A need for transparency in rule-making, including the process that leads to policy change, as well as discussion with stakeholders to understand real-world implications early in the rule-making process
- Collaborative engagement between regulators and cheesemakers including sharing of best practices, data, and science-based information
- Concern over the uncertain climate for raw milk cheesemakers, in particular regarding potential changes to the 60-day aging rule for raw milk cheeses
- Building trust after years of interactions that focused on enforcement of rules rather than enhancement of safety outcomes
- Impact of the Food Safety Modernization Act (FSMA) on artisan, farmstead, and specialty cheesemakers
- Recognition of the value and visibility of specialty cheese among consumers; its importance in strengthening rural economies; and its role in growing the entire dairy and cheese sector.
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Taylor emphasized that “we have to work together, and ACS is positioned for leadership in helping FDA understand what works for your product.” He went on to explain that preventive controls (PC) are about industry knowing what is needed and assessing what history has shown is successful. In response to ongoing concerns over changes to the 60-day aging rule, Taylor assured the group that any change to the rule will not be a surprise to stakeholders, and that this open dialogue is a prelude to any future rule-making or comment process. He stated that we must “look at raw milk cheese in [the] context of the PC framework.”
Mayne agreed, stressing the importance of science. She pledged that FDA will seek outside consult from academia and science in approaching artisan cheese safety. She sees moving forward in three steps: dialogue, which was furthered at the Listening Session; data, which must be shared openly; and scientific engagement, with technical discussions informed by what cheesemakers are doing.
Spurred by Taylor and Mayne, those present agreed that the next step is to pull together a group of relevant stakeholders, technical experts, and appropriate FDA staff to convene and discuss what preventive controls might look like for raw milk cheesemaking, and how testing can play its appropriate role in verifying controls. Jeremy Stephenson, cheesemaker at Spring Brook Farm in Vermont and member of the ACS Board of Directors, captured the theme of the meeting when he stated, “Concrete, measurable steps need to be taken on the part of FDA at every level to give the cheesemaking community confidence that regulators are operating in the spirit of FSMA. We need and value good regulation both to protect our customers as well as our collective industry.”
