The consumer labelling turn in farmed animal welfare politics

“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 advocacy campaigns aimed at activating mainstream consumers to express their concern about animal welfare. At the same time label claims also exhibit the creativity of industry and retailers in appropriating and accommodating civil society critiques of dominant production and distribution systems by narrowing down the range of contested issues, and sentimentalising, simplifying and de-radicalising potential solutions. This indicates a governance gap - a chasm between what can be achieved via voluntary certification and labelling and the need for a more inclusive, sustainable and official government regulation of animal welfare.