Sunday, May 24, 2009

Tip of the week: Don't believe everything you see on T.V.

It's not that I don't know you already know this, but sometimes it bears repeating. Case in point: President's Choice Free From® meat products.

The commercials, which feature CEO ad brand spokesperson Galen Weston touting the virtues of their new line of antibiotic and hormone free meats, have in heavy rotation over the last few weeks. He is often accompanied by a folksy looking farmer who "cares about" his product, and packages too bear the farmers' pictures.

These commercials would lead us to believe the following:

This new line is more "organic" than regular meat.

President's choice is supporting small farmers.

From what I've read, neither of these claims appears to be true. And, the "free from" label really rubs me the wrong way — too close to "free range" which this product certainly is not.

Here's the press release on the launch of the line. It said remarkably little, so I went digging for information on the farmers on the packages to find out more about their farming practices.

I found this article, where you can read about Dr. Rae Fischer and his consumer-driven decision to vaccinate the chickens on his factory farm rather than feed them antibiotics.

Doesn't sound very organic does it? I guess PC isn't quite ready to leap to truly "free from" farming...

Bonus: Here is a pretty funny spoof of PC commercials for those Canadians who suffer along with me.




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