• The New York Times, Tuesday, October 24, 2006 12:15 PM

Whole Foods Market is about to launch a line of meats in its 186 stores that that will carry an "animal compassionate" label, signaling to consumers that the cows, pigs and chickens being sold were treated humanely before they were led to slaughter.

A growing number of retailers are making similar animal-welfare claims on meat and egg packaging, including "free farmed," "certified humane," "cage free" and "free range." D'Agostino, a small grocery chain in New York, says sales of meat jumped 25% since it added a "certified humane" logo--although the products cost, on average, 30% to 40% more.

Such distinctions make buyers feel good, says Ted Taft, managing director of the Meridian Consulting Group. "It's something to give it an edge in a tie-breaker." But some critics say all the new marketing labels confuse consumers, who are already struggling to decide between organic and antibiotic-free, grass-fed and natural.

Read the whole story at The New York Times »