Book Chapter

The Consumer Labelling Turn in Farmed Animal Welfare Politics: From the Margins of Animal Advocacy to Mainstream Supermarket Shelves

Christine Parker, Rachel Carey, Gyorgy Scrinis

Alternative Food Politics: From the Margins to the Mainstream | Routledge | Published : 2019

Abstract

“Free range” and other higher welfare label claims are increasingly visible on Australian egg, pork and chicken meat products. This paper critically examines the way in which these claims have shifted animal welfare concerns from the “margins” of the animal advocacy movement to the “mainstream” of everyday consumer choice. It asks what has been lost and what gained as mainstream producers and retailers have adopted these label claims. The chapter argues that the growing market share of higher welfare labelled foods and the increasing public discussion and contestation of the meaning of terms such as “free range”, “free to roam” and “bred free range” does represent the success of animal advoc..

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