With more Australians than ever before choosing to eat organic meat, the team at Cleaver’s has unveiled new branding designed to help consumers better understand their food and make informed choices.
“Our research and feedback finds that consumers want a much clearer understanding of how their food is produced,” Alister Ferguson, CEO of Arcadian Organic, which owns the Cleaver’s brand, said. “We’ve focused on making it as easy as possible for shoppers to identify this.
“We welcome this demand from consumers and we’ve listened to their feedback on wanting better labelling to help them make more informed choices.”
According to Arcadian Organic, consumers want meat without GMOs, antibiotics, synthetic chemicals or added hormones. They also want it to be free range. Unfortunately, many are confused, unaware that you automatically get all of that when you buy a certified organic product.
The new Cleaver’s labelling addresses this key point of confusion directly. The new packaging for the Cleaver’s certified organic range will be sold under distinctive green ‘Certified Organic & Free Range’ branding. It also expressly states that the certified organic meat in the package is also free range – which is another requirement of organic certification.
All of Cleaver’s beef and lamb will carry the green ‘Certified Organic & Free Range’ branding. The beef and lamb will also have a large ‘grass fed’ sticker to help remind consumers that it was entirely raised the natural way – wandering about in a paddock.
Separate red branding will identify Cleaver’s ‘Certified Free Range’ products that are not also organic.
“We believe the new branding will help consumers to easily identify the clean and humanely produced meat with all of the benefits they are looking for,” Mr Ferguson said.
