It all started with people who sought the dual benefit of assuaging their conscience (feeling better about eating flesh from a tortured/slaughtered animal) while at the same time showcasing that refined conscience to others (the vanity boost conferred by the possession of something impressive, similar to driving a luxury automobile). By not only consuming humanely raised meat, but also being willing, even eager, to pay a premium for it, these people of conscience managed to elevate themselves above the uncaring masses who eat meat with complete disregard for the suffering of the animal who provided it.
This dual benefit of an assuaged conscience plus a vanity boost became highly sought after by flesh-eating progressives everywhere. Humanely raised labels and brands proliferated. This posed a problem for the original progressives. They were once again just part of the herd. It was more difficult for others to see and appreciate their refined consciences. So it was only inevitable that they would seek a new way to differentiate/elevate themselves, a way of saying our humanely raised beef is more humane than your humanely raised beef. Soulfood Farm has just what these progressives are looking for. Soulfood Farm turned to the American Welfare Institute to give them a conscience-conferring label that separates them from the other providers of humanely raised animal flesh. From their blog...
To me, the name says it all. It begins with the animals’ welfare, unlike the vague “humanely raised,” that is slowly being eroded…
