Journal article

Capturing the Meaning of Free Range: The Contest between Producers, Supermarkets and Consumers for the Higher Welfare Egg Label

Rachel Carey, Gyorgy Scrinis, Christine Parker

Journal of Rural Studies | Pergamon Press Ltd. | Published : 2017

Abstract

This paper shows how the Australian egg industry maintained its preferred definition of “free range” eggs in the face of a powerful consumer-oriented challenge to its labelling practices. We show how a consumer law initiative intended to enhance consumer confidence and address misleading labelling of industrial-scale egg production as “free range”, was reframed through the policy consultation process, so that the primary policy problem became one of assuring industry certainty in a volatile contest for control over the governance of “free range” labelling.