From: Abraham.Heller@wholefoods.com
Sent: Wednesday, July 26, 2006 5:51 PM
To: MarketingClaim
Subject: Re: proposed grass fed standardization and labeling


Dear Martin E. O’Connor,



            I am writing to protest the proposed standardization of rules for
grass-fed beef that your office submitted today.  As a consumer of beef,
purveyor of organic and grass fed beef, and a chef of 12 years, I am appalled
that your high office would be so completely out of touch with this segment of
the beef industry.  I am further disappointed that you would not stand for the
consumer at every possible public opportunity.

 

Your proposed standards are ripe with loopholes, which will allow conventionally
produced beef to use “grass-fed” as a powerful marketing tool without providing
any of the perceived benefits to the consumer.  Your loopholes in the language
of this proposal include:



-          Allowing a beef labeled grass fed to have been given antibiotics or
growth hormones

-          Allowing a beef labeled grass fed to live on a feedlot

-          Having no definition of grass, legumes, or grain, a convention
feedlot would be able to label its beef grass-fed even if it continues to feed
an animal corn kernels

-          With no definition of pasture the same problem as above would be
permitted.



My expectation is that these standards in their final form help consumers
understand the difference between a beef raised on pasture versus the ubiquitous
animal raised on a feedlot.  Clear language in this matter the responsibility of
law makers like you.  You do a disservice to American consumers and ranchers
with the standards in their current form.    I look forward to the revision.



Thank you and best regards,



Abe Heller

2nd Assistant Store Team Leader

Whole Foods Market North Wales

215-646-6300

abraham.heller@wholefoods.com