This brief report summaries surveys and studies that address consumer attitudes toward farm animal welfare, focusing specifically on the “humanely raised” label. It finds three major themes regarding consumers: US consumers care about farm animal welfare, they support regulating the welfare of farmed animals, and they will pay more for products labeled “humanely raised.” The report finds two key themes regarding labeling: the “humanely raised” label has weight with consumers while some other labels, such as “natural,” are confusing to consumers.  READ MORE