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'VeriPrime Certified Safeguards' Food Safety Label Unveiled
Date:4/1/2008

Label Identifies 'Farm to Fork' Care and Prevention

WICHITA, Kan., April 1, 2008 /PRNewswire/ -- Beef raised and handled with rigorous and higher new safety standards, including protections against E. coli, is being offered by a cooperative of leading farmers and ranchers behind the food safety seal, "VeriPrime Certified Safeguards."

(Logo: http://www.newscom.com/cgi-bin/prnh/20080401/AQTU070LOGO)

Citing growing consumer concern over food safety and food quality, VeriPrime, an independent member organization, supported by a coalition of the nation's leading farmers and ranchers today unveiled the "VeriPrime Certified Safeguards" labeling and certification program. The new "VeriPrime Certified Safeguards" label on packaging instantly assures consumers that their beef products come from animals raised at facilities meeting precise and objective standards for food safety.

The system will first deliver certified beef products, but will soon expand to include pork, poultry, dairy and leafy vegetables. VeriPrime's new rigorous safeguards defend against E. coli 0157:H7 and other food safety threats behind the VeriPrime Certified Safeguards label. Consumers will be able, at a glance, to know if the food they are buying carries the VeriPrime Certified Safeguards label. These safeguards are implemented by a farmer and rancher led initiative. When a consumer sees the new label they will know that everyone from the "farm to the fork" -- as is symbolized on the label -- has taken extraordinary care for them and their families.

The farmers and ranchers that operate the VeriPrime Certified Safeguards do much more than the government requires because in their words "It is just the right thing to do." The goal of the new "Certified Safeguards" label is to give consumers the option to purchase wholesome products at supermarkets and in restaurants that
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SOURCE VeriPrime Certified Safeguards
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