My dad has worked in the cattle industry for years and my mild joking set him off on a pretty good rant. What's hilarious to me is generally my dad appears to be typing with a machine gun. Spelling, punctuation, everything goes right out the window. This may be the most coherent thing I've ever seen him type (which he did on a tiny iPhone 4).
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I find it difficult to comprehend the naivety of the Canadian consumer and the ability of urban ad agencies to capitalize on them. Americans don't even have minimal animal traceability, nor do they have the type of stringent reporting required by the Canadian food inspection agency so they are able to slap a label on a product and have folks believe it. This ranks right beside the American perpetuated myth that BSE doesn't exist in their cow herd even though statistically it occurs naturally in a very small percentage of animals. If you don't require them to report or test for it they will never find it and therefore tell themselves and the world they don't have it. Just because they have a marketing claim that beef is raised humanly doesn't make it any better or more humane than Alberta beef. Both major slaughterhouses (call it harvesting if you're an American trying to delude an uninformed population) have temple Grandin designed facilities because the industry does care about stressed animals and does try to be as humane as you can be given the eventual outcome of the exercise.
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In my brief reading on what is certified as humane, my assumption is the problem is with the hormones and the antibiotics (at least with beef). The actual killing of the animal probably passes the test, but our usage of drugs won't let the majority of cattle get that sticker.