Free range is not backed up by viable government certification or even by any agricultural/big food industry standard. We are being fooled by the clever marketers with their poetic terms that trick us into spending more for nothing. It’s just right: not as expensive as organic but a much better alternative than buying a product where the welfare of the animals is not even considered in the equation.Įxcept it’s pretty much complete and utter rubbish. It’s an easy decision, especially when the basic supermarket brand/non-free range choice feels like we are cheating our health and the planet, while the pricey organic option makes reaching for the wallet a real effort, one many of us cannot afford in these times of recession. Marketers want you to think that animals raised in a free range environment get to run around in large fields all day, have access to sunshine and blue skies as well as clean air and pristine water.Ĭonsumers who can afford it don’t hesitate to vote free range with their supermarket dollar.
The free range branding gurus – make no mistake, free range is now a very well managed brand – have cleverly educated to believe that when we buy free range products, we are buying a better life for farm animals who sacrifice themselves for our meat and dairy products. Just the very words conjure up wonderful images of pastoral landscapes where cheerful, healthy farm animals roam freely on large expanses of apple-green grass. When it comes to sheer marketing genius, you can’t beat the term ‘free range’.
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