Animals subjected to stressful conditions during handling undergo different biochemical and structural processes after slaughter, in the period called “muscle to meat conversion”. This can alter the color of the meat, making it dark or pale depending on the situation, or making it tough and dry. In other words, there is a loss of quality in animal products.  

In addition to the physical and chemical characteristics of the meat (appearance, texture, flavor), which are directly influenced by the conditions the animals have had during their lives, ethical and environmental preservation issues are also part of the consumer public’s perception of the quality of animal products (which is becoming increasingly demanding). 

Animal welfare and the quality of meat and dairy products: how stress works

Animal muscles have energy reserves called ATP (adenosine triphosphate), which are synthesized during life. After slaughter, this energy source is resynthesized anaerobically in the absence of oxygen. Lactic acid is then formed, which accumulates in the muscle and lowers the pH of the product, turning the muscle into meat.

When the animal undergoes prolonged handling stress, the pH reduction is slower due to the low production of lactic acid. With a high final pH, the meat will look drier and stiffer. This problem is called DFD (dark, firm, dry) and can occur in pigs and cattle. 

When the animal undergoes other types of stress closer to the time of slaughter – during transport until it is stunned, for example – high levels of muscle glycogen will lead to greater production of lactic acid. In this case, there is an accelerated decrease in muscle pH and the consequence is meat with a pale, flabby appearance that releases a lot of water. This problem is called PSE (pale, soft, exudative) and can occur in pigs, cattle and poultry. 

In both cases, the quality of animal products is affected, since both darker, stiffer meats and pale, flaccid meats are less acceptable to the consumer market. 

In addition to the quality of the by-products, the stress suffered by the animals as a result of inadequate handling, dehydration, prolonged fasting and poor living conditions can generally lower their immunity. This condition of immunosuppression makes herds more susceptible to disease, increasing producers’ costs for veterinary treatment and increasing the risk of loss of production.

How can animal welfare be assessed?

Concern for animal welfare is expressed in practice in care for the conditions to which livestock are exposed, from birth to slaughter. Among this care, it is important to highlight:

The animals must not go hungry or thirsty, being provided with food and water of sufficient quality and quantity for all;

They must not be exposed to discomfort and injury as a result of poorly maintained shelter and resting environments;

Medicines should not be used to enhance the growth of the animals, only vaccinations to prevent and medicines to treat diseases when really necessary; the focus should always be on prevention!

Animals should not be exposed to fear and stress during handling and contact with farmers; positive human-animal interaction has direct benefits for productivity and animal welfare!

Animals should live in an environment with space and conditions that allow them to express their natural behavior. Housing in cages or crates, or anything else that restricts animal behavior, seriously compromises animal welfare! 

All these conditions are verified in animal husbandry systems that undergo welfare certification processes. Increasingly, producers, companies and consumers are becoming aware of the importance of investing in animal welfare and improving management. 

This concern has an impact on the quality of animal products, so it’s an economic issue, but it also involves moral, ethical, health and food safety issues.

The award ceremony was attended by government officials and strategic partners, including Governor Pamela “Pam” Baricuatro, who made a point of being present, and Joey Bacalla, the farm’s owner. Also in attendance was J. Signey, a representative from Global Food Partners, the organization that provided technical and strategic support during the certification preparation process.

The Certified Humane® seal is granted to producers who meet strict international animal welfare standards. In the case of Ilaya Cage-Free Egg Supply, this means raising hens cage-free, with adequate space to express natural behaviors, providing a 100% vegetarian diet with no preventative antibiotics or growth promoters, and ensuring low-stress handling with exemplary sanitary conditions.

These requirements are verified through independent audits based on scientific evidence, reinforcing the credibility and trustworthiness of the certification.

By meeting globally recognized standards, the farm positions itself competitively to serve demanding markets and consumers who are increasingly attentive to the origin and production methods of their food.

For the province of Cebu, this is also a concrete example that it is possible to combine economic success, sustainability, and respect for animal welfare. As Governor Pam Baricuatro highlighted, this achievement paves the way for other farms to adopt more responsible practices and benefit from the advantages of ethical production.

The certification process was the result of collaborative work between the farm team, animal welfare specialists, and Global Food Partners, which assisted in adapting facilities, training staff, and implementing the good practices required by the seal.

This joint effort shows that with technical guidance and commitment, it is possible to implement international standards even in local production contexts.

Ilaya Cage-Free Egg Supply’s achievement reinforces the expansion of Certified Humane® in Asia and the growing interest of producers in the region to adopt more humane and sustainable practices.

From now on, Filipino and international consumers will be able to find eggs bearing the Certified Humane® seal, with the assurance that they were produced with respect for animals, the environment, and the consumer.

Asian companies willing to keep up with the changes in the increasingly animal welfare-conscious consumer market are embarking on the process of acquiring certification that attests to the responsibility of farms and ranches that work with the ethical and humane rearing of species, from birth to slaughter.

This business strategy is in line with a new way of dealing with products and services available in the market. Asian consumers are willing to pay more for products that they perceive to be safer and more ethical.

And, on the other hand, products with the animal welfare label offer a competitive advantage in a scenario where quality is a decisive factor.

Therefore, prioritizing animal welfare in production is a market opportunity in Asian countries.

Business strategy

Animal welfare certification is often associated with higher standards of quality and food safety. 

By meeting growing demands for transparency, quality and environmental responsibility, farms and companies can build a solid reputation with consumers who have new standards and expectations for the consumption of animal products.

The challenges of animal production in Asia is that they still involve a lack of clear regulations in some countries and more effective investment policies for the sector. 

However, opportunities to access premium markets, improved company reputations and alignment with consumer expectations are driving this change. 

This movement has accelerated the response of producers who are willing to adapt their way of raising animals by modernizing processes, and implementing practices that take into account the animals’ natural behaviour.

Countries such as Thailand, Vietnam, India, Indonesia, Singapore and Malaysia are on the path of this expansion in the production chain. Among the reasons that have accelerated this market transformation in Asia are:

International standards

Many producers in these countries are beginning to adopt international animal welfare standards through globally recognized certifications.

Better production conditions

Adoption of better conditions for breeding, transporting and slaughtering animals, with guaranteed access to adequate water and food and the implementation of less stressful practices during handling.

Pressure from export markets

In order to supply the European Union and the United States, producers need to meet strict animal welfare standards. Certification has become a requirement to remain competitive in these markets.

Multinational

Global food companies have sourcing policies that demand animal welfare standards and more ethical farming practices, especially from Asian producers.

Human and animal health

Good animal welfare practices are associated with reduced illness in humans and animals, and less use of antibiotics and other medicines.

Transforming animal production in Asia

By combining the motivations, benefits and demands of the domestic and international markets, the adoption of animal welfare certification by companies in Asia has had an impact on business results on the continent.

Some of the certified producers who have expanded their sales and modernized their production through the Certified Humane® program include Beindy in Thailand, Emivest Animal Feed Mill in Vietnam, the award-winning Happy Hens Farm in India, and others in Indonesia, Singapore and Malaysia.

What they all have in common is the premise of innovation and sustainability that is part of the Certified Humane® commitment. 

To find out how these certified farms and ranches are expanding this sector and what the results of the certification program have been in each of them, access our complete materials.

Click here and download it for free. 

And if your company is looking to add value and access markets that prioritize ethical practices, traceability and animal welfare, Certified Humane® certification is the right way to strengthen your role in responsible agriculture in Asia and around the world.

The use of antibiotics to enhance the growth of animals such as chickens is one example. This technique can result in resistant bacteria, make it difficult to treat diseases in animals and also harm those who consume this food. 

Another serious problem when there is no care for animal welfare is zoonoses, diseases transmitted from animals to humans. Without good living conditions, it is easier for animals to develop diseases and after the Covid-19 pandemic this issue has gained prominence, not only among specialists and scholars on the subject, but also among the general public.

Faced with this reality and the need to improve farming systems to provide better living conditions for animals, did you know that consumers have a lot of power to promote animal welfare? The behavior of those who buy influences the processes and routines of those who produce. Find out how and why.  

How can consumers promote animal welfare?

There are several possible ways for consumers to promote animal welfare. The first is to stop buying products from companies that don’t provide good conditions for their farms. 

In the current economic scenario in Brazil and around the world, in which more and more companies face competition and need to differentiate their businesses, the word and actions of the consumer carry a lot of weight for companies to keep their products in line with the demands of those who buy them. 

One of the ways to find out if the company has this kind of commitment is to see if the packaging contains an animal welfare certification seal. This seal is a confirmation that the animals are given the proper care to develop their natural behavior, without being subjected to food deprivation or unnecessary stress and fear.

Another way to promote animal welfare is to encourage the sale of certified products in the establishments where you eat. Talking to managers and owners of markets and butchers, for example, asking for this type of merchandise, is a great way to demonstrate consumers’ concern for promoting animal welfare. 

A third way to promote animal welfare is to encourage friends, family and acquaintances to follow suit. When people understand the importance of the cause, they advocate the idea on social networks, in conversation circles, etc.

Why promote animal welfare?

Practices to promote animal welfare bring benefits to both producers and consumers. As we said at the beginning of the text, they are essential for health reasons, since well cared for animals are healthier and therefore less susceptible to developing diseases that can be transmitted to humans. Animals treated in good conditions also need fewer antibiotics, reducing the indirect intake of these drugs by people. 

Another benefit of implementing actions to promote animal welfare in production is the improvement in the quality of the product that reaches the consumer’s table.  

Food produced in compliance with animal welfare standards has better quality. 

Conscious consumption is a movement that is growing day by day. In 2016, a study carried out by the NGO World Animal Protection on consumer perception of animal welfare showed that 91% of those interviewed understood that there is a relationship between animal welfare and the quality of meat. 

More recently, a survey by the National Confederation of Industry (CNI) showed that four out of ten Brazilians said they had already boycotted a brand or company for testing or mistreating animals and 37% said they were willing to pay more for products that did not cause animal suffering.

The urgency for production to promote animal welfare is a path of no return, and consumers can play their part in this chain in an active and informed way. If you’re not yet part of this group, it’s worth considering the subject further to understand the advantages of buying certified products. 

To find out more about this topic, check out the article: Everything you need to know about animal welfare certification.

While it’s well known that animals feel pain, pleasure, and happiness, it’s harder to recognize when they are irritated, stressed, or depressed—or to understand what bothers them. This lack of knowledge affects how we improve their living conditions and protect them from threats to their well-being.

The concept of animal freedoms gained traction in the 1960s, evolving into practical measures and guidelines that inform the proper rearing and management of different species monitored by certification programs.

In recent years, awareness about animal welfare has grown significantly, reflected in striking data. According to a recent Open Wing Alliance report, 89% of commitments to cage-free eggs with deadlines in 2023 or earlier have been fulfilled. This has freed hundreds of millions of hens from cruel confinement. However, despite this progress, approximately 4 billion hens remain in cages, where their inability to express natural behaviors compromises their physical and mental health.

In this article, explore the five basic freedoms of animals and how welfare certification ensures these practices are upheld by producers.

The Origins of the Five Freedoms of Animals

The discussion around animal freedoms gained prominence when governments, businesses, and consumers began addressing the topic in the 1960s in Europe, particularly in England, where the concept originated.

In 1964, British journalist and veterinarian Ruth Harrison published Animal Machines, which exposed abusive conditions in farming, such as overcrowded poultry farms, cruel cattle slaughter practices, and inadequate nursing spaces for pigs.

For the first time, the English public was confronted with the harsh realities of animal farming behind the food on their tables.

The publication shocked public opinion, prompting the British government to form a committee led by researcher Francis Brambell, a prominent figure in animal health and immunology.

A 1965 report from the committee revealed that many animals in England were kept in spaces unsuitable for basic natural behaviors. This report coined the term and principles that became known as the Five Freedoms of Animals.

Five Guidelines to Ensure Animal Freedoms

The findings of the 1965 report led to the establishment of the Farm Animal Welfare Council in 1979. This body created a document outlining principles that continue to guide best practices in animal welfare and related legislation.

This document is akin to a declaration of animal rights, listing the Five Freedoms of Animals:

1. Freedom from hunger and thirst: Animals should have access to adequate water and food to maintain health and vitality.
2. Freedom from discomfort: Animals must live in environments appropriate to their species, providing proper shelter and resting areas.
3. Freedom from pain, injury, and disease: Caregivers must ensure prevention, prompt diagnosis, and appropriate treatment.
4. Freedom to express natural behaviors: Animals should have the space, facilities, and social interactions necessary to express their natural behaviors.
5. Freedom from fear and distress: Animals should not be subjected to conditions that cause mental suffering, such as fear or stress.

Best Practices in Animal Welfare for Different Species

To ensure that various species are treated according to welfare guidelines reflecting their natural behaviors, producers must align their practices with scientific, technical, and practical recommendations.

Respecting and caring for animals reduces production costs, meets consumer demands for animal-friendly practices, enhances productivity, and ensures high-quality end products.

Welfare for Chickens

Proper handling and care in chicken farming are essential to ensure their welfare. Confinement prevents natural behaviors, while stress and fear weaken their physical resistance to diseases. Adopting cage-free systems is critical for their well-being.

Welfare for Cows

For dairy cows, safe facilities are necessary to prevent injuries, infections, and stress. Proper nutrition, clean environments, and sufficient space ensure they can express natural behaviors and remain healthy.

Welfare for Pigs

Pigs thrive in environments designed to meet their needs. Adequate space, safe infrastructure, and comfortable resting areas prevent injuries, stress, and behavioral issues. Proper ventilation and temperature control are also critical for their health.

Why Certification Matters for Animal Welfare

Animal welfare certification programs ensure farms, factories, and companies in the food chain comply with standards for species management and invest in research and education. These certifications guarantee that products meet stringent welfare standards, ensuring animals are treated humanely and that end products are safe and cruelty-free.

Elevated animal welfare standards result in higher product quality, reduced mortality, increased resistance to diseases, and fewer zoonotic risks.

Curious about how certification processes add value, differentiate products, and open new markets? Read more to find out!

The company recently launched India’s first cage-free training facility in the town of Perambalur, in the southern state of Tamil Nadu. They expect to train more than 1,000 farmers annually. 

The training facility will enable farmers to use recognized animal welfare practices, which have an impact on egg quality.

Premium products

Happy Hens Farm has also invested in creating product lines aimed at specific consumer needs. 

The Fola+ Eggs line of premium free-range eggs is developed using a chicken feed enriched with special nutrients. According to studies, this diet increases vitamin B9, also known as folate, in the eggs of birds that consume this supplement.

The product acts on the health of red blood cells and the increased production of proteins, and is especially suitable for children and pregnant women.

Recognition

Highlighted by Forbes for its significant growth, Happy Hens Farm was recognized internationally in 2024 with the Good Egg Award from Compassion in World Farming (CIWF), in the Good Egg category. 

The company is the first group in the Indian poultry industry to receive this title for its work in reviving traditional and ethical practices in egg production. Through training programs, the company has promoted better job opportunities, healthier food and greater animal welfare. 

The CEO of Happy Hens, Manjunath Marappan, highlighted that the award is a reflection of the collective effort and passion of the entire team in sharing knowledge and sustainable practices.

“Receiving the Good Egg Award is truly an honor. This recognition inspires me and many farmers in India to continue promoting a positive farming environment for chickens, which impacts on higher quality for consumers,” he added.

Impact on the local economy

As well as offering training and market support, Happy Hens Farm works with native breeds of hens, which are better adapted to life outdoors. 

The cage-free egg production model is less intensive than the industrial one, allowing small farmers to keep up to 3,000 birds on their farms, compared to 20,000 in industrial environments.

The company has also generated consistent income for local farmers. A farmer with 300 chickens can earn around 10,000 rupees a month (around US$117), a significant income in India.

Manjunath Marappan points out that 100% of the eggs produced are sold, thanks to the adoption of an innovative program called cage-free credits.

The article explores how innovative initiatives, such as Happy Hens Farm, led by Manjunath Marappan, are transforming the sector with greater animal welfare and sustainability. Check out the article: 

Manjunath Marappan, founder of Happy Hens Farm, recalls the days when all chickens in India were cage-free, like those raised by his grandmother, who scratched for grain and worms in the backyard. 

However, since the 1980s, egg production in the country has changed. 

The increased demand for eggs and chicken meat led to an industrialization of production, concentrating it in small, confined spaces where the hens lost their freedom.

A return to their roots

Marappan believes that this transition has resulted in significant losses for consumers and producers. For him, reviving more traditional and ethical practices brings benefits such as better job opportunities, healthier food and improved animal welfare. 

Motivated by this vision, Marappan and his partner Ashok Kanna founded Happy Hens Farm in 2015, where all the chickens are free-range and live in a more natural way, with beaks and wings intact.

In 2024, Happy Hens Farm was internationally recognized by being presented with the Good Egg Award by Compassion in World Farming, making it the first Indian company to win this honour. 

Today, several farms in southern Indian states are part of its network, bringing together experienced and novice farmers who share knowledge and sustainable practices.

Impact on the local economy

As well as offering training and market support, Happy Hens Farm works with native chicken breeds, which are better adapted to life outdoors. 

The cage-free egg production model is less intensive than the industrial one, allowing small farmers to keep up to 3,000 birds on their farms, compared to 20,000 in industrial environments.

The company has also generated consistent income for local farmers. A farmer with 300 chickens can earn around 10,000 rupees a month, a significant income for small producers. 

Marappan points out that 100% of the eggs produced are sold, thanks to the adoption of an innovative program: cage-free credits.

What are Cage-Free Credits?

Launched by Global Food Partners, this system allows food and hospitality companies to offset the use of conventional eggs by directly supporting farms that produce eggs with animal welfare certification. 

Companies such as Unilever and Krispy Kreme have already joined the program, which connects buyers with producers in remote areas.

The program works like this: if a company is in a location where cage-free eggs are not available, it can pay Happy Hens Farm the difference between the price of conventional eggs and welfare-certified eggs, directly encouraging sustainable production.

Challenges and opportunities

Although there are challenges, such as predators and a higher risk of disease in open environments, Marappan believes that the model is viable and scalable. 

He sees cage-free credits as a short-term solution to create capacity and infrastructure, allowing for a gradual transition to a cage-free market.

The future of eggs in Asia

As more companies commit to global animal welfare goals, the demand for cage-free eggs is expected to grow. 

According to the CEO of Global Food Partners, Elissa Lane, Asia is an emerging market in this movement, with notable progress in countries such as China, Thailand and Indonesia.

Although cage-free credits are still a new concept, they have the potential to revolutionize egg production by encouraging ethical and sustainable practices, such as those at Happy Hens Farm, which is certified by the Certified Humane® seal, recognizing its high animal welfare standards.