Greenwashing, Beef Labeling, and Consumer Empowerment

written by

John Filbrun

posted on

June 12, 2024

In today's marketplace, environmental awareness is on the rise and consumers are bombarded with claims of sustainability and eco-friendliness. However, behind the façade of eco-friendly marketing lies a phenomenon known as greenwashing, which not only deceives consumers but also poses significant challenges for regenerative farmers striving to make a positive impact on the environment.

Greenwashing is a marketing ploy in which companies portray themselves or their products as environmentally friendly, often through misleading or exaggerated claims. By capitalizing on consumers' desire to make environmentally conscious choices, greenwashing allows companies to profit while sidestepping genuine efforts to reduce their environmental footprint.

For consumers, greenwashing creates a sense of confusion and mistrust. When products are marketed as eco-friendly or sustainable without adequate evidence to support these claims, consumers may unknowingly support companies that prioritize their profits over the planet. This not only undermines consumer confidence but also hinders their ability to make informed choices about the products they purchase.

Furthermore, greenwashing can lead to complacency among consumers, who may believe they are making a positive impact by choosing supposedly eco-friendly products when, in reality, they are being misled. This perpetuates the cycle of environmental degradation through industrial farming methods and diverts attention away from genuine sustainability efforts and real innovations on the farm and in the marketplace.

Regenerative farmers like myself prioritize soil health, biodiversity, and ecosystem resilience, but we face unique challenges in an era of greenwashing. While we work tirelessly to restore the health and balance of the land and all its creatures, we often struggle to compete with large-scale agricultural operations that engage in greenwashing tactics. Frankly, these tactics threaten the livelihood of farmers like myself by perpetuating the dominance of industrial agriculture and discouraging investment in regenerative farming methods.

Amidst the greenwashing epidemic, the beef industry in America grapples with its own set of labeling challenges. While consumers increasingly seek out healthier and more responsibly raised beef, deciphering the labels on beef products can be a daunting task because many of the terms used lack standardized definitions and oversight.

For instance, beef labeled as "grass-fed" may come from cattle that spent only a portion of their lives on pasture or may still be raised in confinement and fed grain. Similarly, claims of "natural", "sustainably raised" and "humanely raised" beef often lack clear criteria and independent verification, making it difficult for consumers to discern genuine regenerative meats from greenwashing tactics.

Even the USDA Organic label has become problematic in recent years due to the increasing amount of glyphosate residue found in organic foods and the amount of tillage that goes into organic crops. This allows companies to exploit these terms and labels for marketing purposes without adhering to meaningful regenerative practices.

To combat greenwashing and support regenerative farmers, transparency and accountability are essential. Consumers must ask for greater transparency from companies and gather evidence to substantiate claims of environmental responsibility. By scrutinizing labels, researching companies' sustainability practices, and supporting certifications that uphold rigorous standards, consumers can become more discerning and empowered advocates for genuine regenerative practices.

Honestly, the best solution to the greenwashing problem is to shop local and get to know your farmer. The national and global food supply has many challenges, and regulations seem to shift on the daily whims of lobbyists and legislators. It's increasingly important to localize your food supply and know who produces the food that goes onto your plate and how they produce it.

We have strict standards at The Maker's Meadow for our regenerative farming practices. We strive to do everything in accordance with the natural cycles of the earth and the way God intended. Animal welfare and environmental stewardship is paramount. Those of you who are customers and enjoy our regeneratively raised meat already know we practice what we preach. But if you want to learn more about what we do and why we do it, subscribe to our email list, follow us on social media, read our blog, or visit our Farm Days to get a first-hand look at what regenerative farming is all about.

Greenwashing may pose a significant threat to both consumers and regenerative farmers, but we can overcome that threat by investing in a more regenerative food system. That investment starts in your local community.

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Know Your Beef: Understanding the Difference Between Our Premium and Standard Offerings

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Why You Should Give the New York Strip a Chance

When most people think of a prime cut of steak, their minds often go straight to the Ribeye—and for good reason. It’s rich, flavorful, and generously marbled. But as a regenerative farmer who raises grass-fed beef from pasture to plate, I’m here to make the case for an often-overlooked gem: the New York Strip. A Leaner, More Sustainable Cut Let’s talk fat. Ribeye is beloved for its marbling, but the New York Strip, by comparison, offers a great balance of flavor and tenderness, with less fat. For those wanting a heartier chew without sacrificing taste, the Strip is a smart choice. And from a farming perspective, leaner cuts like the Strip align beautifully with regenerative grazing practices. Our cattle roam freely on rotationally grazed pastures, feeding on diverse grasses that build soil health and store carbon. Because they move more and eat more naturally fibrous forage than grain-fed cattle, our grass-fed beef tends to be leaner overall, making the Strip one of the most naturally aligned cuts with how we raise our animals. Consistency You Can Count On If you’ve ever grilled two Ribeyes side-by-side and noticed one cooked beautifully while the other came out uneven, you’re not alone. Ribeye’s varying fat distribution and the inclusion of multiple muscle groups can make it tricky to cook consistently. The New York Strip, however, comes from a single muscle (the longissimus dorsi), making it more uniform in shape and easier to sear or grill to perfection. It’s a reliable steak—especially when you're cooking for guests and want to ensure every plate is as good as the last. Flavor That Reflects the Land One of the joys of regenerative farming is the concept of terroir—the way flavor is influenced by the land itself. Grass-fed New York Strips carry a clean, beef-forward taste with subtle notes of the pasture: clover, alfalfa, and wild herbs. Ribeye’s fat can sometimes overpower those delicate, grassy undertones. If you’re a true steak lover who wants to taste the animal’s life—how it was raised, what it ate, where it roamed—the Strip gives you that in every bite. More Meat, Less Waste Because the Strip has a lower fat content and more consistent muscle, you're getting more actual meat per ounce. That means better value for your dollar, especially when buying premium grass-fed cuts. You're not paying extra for chunks of fat you’ll end up trimming or leaving behind on the plate. The Ethical & Environmental Bonus Every New York Strip steak from our farm represents more than just a meal—it’s a vote for biodiversity, carbon sequestration, and humane animal treatment. Our cows help rebuild the soil, improve water retention, and reduce erosion with every step they take on pasture. Choosing a leaner, grass-fed Strip extends the impact of your choice from your plate to the planet. Final Thoughts Don’t get me wrong—I love a good Ribeye. But as someone who works every day to build a better food system from the ground up, the New York Strip deserves more attention. It’s flavorful, sustainable, and a great example of how ethical choices can still satisfy your inner carnivore. So next time you're in the mood for a delicious, mouth-watering steak from the farm, give the Strip a chance. You can order some here.