Organic meat brand Cleaver's has updated its branding to give consumers more information about how its meat was produced.
Cleaver’s, which is owned by Arcadian Organic & Natural Meat Company, wanted its labelling to address the current confusion surrounding certified organic meat, GMOs, antibiotics, synthetic chemicals and added hormones.
Consumer confusion has been addressed by the development of separate green and red ribbons located above the brand to communicate the two separate product families.
The new clear communication hierarchy helps the consumer understand that certified organic is also free range, and is produced at the highest standard.
The new packaging expressly states that the certified organic meat in the package is also free range, as many consumers are unaware that meeting an organic certification requires raising the animals in a free range environment.
All of Cleaver’s beef and lamb will carry the green ‘Certified Organic & Free Range’ branding, and the beef and lamb will have a large ‘grass-fed’ sticker to help remind consumers it was raised the natural way – wandering about in a paddock.
Separate red branding will identify Cleaver’s ‘Certified Free Range’ products that are not also organic.
Cleaver’s is also forging ahead with country-of-origin labelling by voluntarily adopting the new labelling standards that indicate the proportion of Australian content in the product.
DID YOU KNOW?
The organic food sector is one of the fastest growing categories in Australia.
According to research conducted by Australian Organic, the estimated value of the Australian certified organic industry is currently $1.72b per annum.
“Our research and feedback is that consumers want a much clearer understanding of how their food is produced,” Alister Ferguson, CEO of Arcadian Organic, said.
“We’ve focused on making it as easy as possible for shoppers to identify this.
“Consumers want meat without GMOs, antibiotics, synthetic chemicals or added hormones.
“They also want it to be free range.
"Unfortunately, many are confused, unaware that you automatically get all of that when you buy a certified organic product.”
