[Ironhorse]

Very similar thing happening with Sobey's right now. Maybe it is just savvy marketing, and playing the consumer's guilty conscience card.
https://www.realagriculture.com/2014...e-really-mean/

It’s why I think Sobeys was very smart in getting a spokesperson like celebrity chef Jamie Oliver to improve their brand as a retailer of very high-quality, fresh product. However, I’m not only surprised, but also confused about their new support of a third-party label from the United States known as Certified Humane for beef, chicken and pork.
The idea was Oliver’s, according to him in a promotional video — he wanted to see Sobeys raise their product standards. It’s a noble crusade, but one that I cannot support, given the nature of a term like Certified Humane. It uses a consumer’s guilty conscience, as well as confusing and misleading information, to pit farmer against farmer and one production practice against another.

It begs a critical question about raising animals. When an animal is sick, should it be given an antibiotic? My unwavering opinion is yes, as I see it to be cruel to let an animal suffer. So, how can a program called “Certified Humane”, not allow a sick animal to be healed by the science of antibiotics as Sobeys and Oliver suggest? The truth is they do!

Beef in Canada can be produced with growth promotants that have been proven safe and effective at improving the animals’ ability to turn the feed they eat into meat on their bones. Sobeys says that is better for the planet, but research says it means 10 percent more greenhouse gases. “Better for the planet,” is a catchy line when you don’t have all the facts.