Steggles, ACMF found guilty over “free to roam” claims

Steggles has been found guilty of making false and misleading claims about its meat chickens. The Australian Competition and Consumer Commission (ACCC) instituted proceedings against the processors and suppliers of Steggles branded chicken products, Baiada Poultry and Bartter Enterprises, in 2011.

The Federal Court ruled that Baiada and Bartter engaged in false, misleading and deceptive conduct in describing its meat chickens as “free to roam” in large barns.

The Australian Chicken Meat Foundation (ACMF), the peak body for Australia’s chicken meat industry, was also found to have engaged in false, misleading and deceptive conduct by claiming on its website that chickens produced in Australia are “free to roam” or able to “roam freely” in large barns.

Justice Tracey found that the chickens, at times, “could not move more than a metre or so (at most) without having their further movement obstructed by a barrier of clustered birds”.

Steggles’ stocking densities of 17.4 to 19.6 chickens per square metre meant that each chicken had access to less than an A4-sized space on average, the ACCC said.

“Promotional activities that convey an impression of farming practices are powerful representations that influence food choices,” said ACCC Commissioner Sarah Court. “Misleading credence claims can also undermine the level playing field and disadvantage other suppliers.

“The court’s decision makes it clear to producers and suppliers that any claims made in relation to farming practices must be accurate.

“Credence claims are an enforcement priority for the ACCC, particularly those in the food industry with the potential to significantly impact consumers and competitors. The ACCC will continue to investigate and take action when necessary.”