Most consumers care about animal welfare but lack the information at point of purchase to make welfare-aligned choices. Better labelling bridges this gap and drives market change.
Welfare without transparency is meaningless for consumers who want to make ethical choices. The information asymmetry between producers who know how animals are raised and consumers who do not prevents market signals from rewarding better welfare. Mandatory method-of-production labelling — as proposed in the EU Farm to Fork strategy — directly addresses this failure.