ST. LOUIS — American shoppers face a dizzying array of labels in the aisles of their grocery stores, most designed to help them make healthy choices. Soon they'll see yet another label — this one concerning the health of animals in the food chain. "There's organic, there's fair trade, but 'humane' is the next big thing," said Phil Lempert, a supermarket and consumer behavior analyst. "We ask shoppers what they're looking for, and that's what they're telling us."
The increasing consumer demand, though, has already has touched off a controversy over labeling standards for meat and eggs — and has resulted in charges that some producers have misrepresented their products and practices.
The process of crafting clear and meaningful standards, Lempert said, could get contentious. "It's going to be very political," he said. "I also think it's going to be much more expensive. It might increase prices 20, 30, 40, 50 percent. But you've got people who will pay more for the label."
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