Critics call it a marketing gimmick.
But the program signals that the issue is shifting into the mainstream. It's the first animal-welfare label to be overseen by the U.S. Departrnent of Agriculture. Farm Anirnal Services, a division of AHA, will administer and monitor the program, and the USDA will audit its results to verify its inspection process. In general, the standards require that animals be provided with more room, cleaner conditions and proper nutrition. Even fast-food giant McDonald's Corp. recently demanded more comfortable conditions for hens.