The non-profit Humane Farm Animal Care has developed the new website, Certified Humane, to support its “Certified Humane” program. The group is an affiliate of the Humane Society of the United States. The new site could be a measure by the organization to generate consumer support for their program.

Since the “American Humane Certified” program, developed and administered by the American Humane Association (AHA), started there has been a swing away from the “Certified Humane” program. A recent estimate showed the AHA program, based on scientific appraisal of practices, which promote flock welfare combined with realistic field evaluation by trained auditors, has become the industry standard.