Simple Truth (Kroger)

Rating
Farm/Brand HeadquartersCincinnati, OH
ProductsChicken, turkey
Websitewww.kroger.com/b/simpletruth
Market AreaNationwide
Total Score0

Store brands include poultry products that have been privately labeled by grocery chains. Typically, these businesses buy products wholesale and then market those finished or packaged products with their own labels.

The inherent problem with private labels is that they lack transparency. Store brands may get their meat from highly rated producers, but they are more likely to source from factory-scale producers because of the price difference. This variability in product sourcing makes it difficult, sometimes impossible, for consumers to determine where and how the products was produced.

Cornucopia recommends caution with store brands like this one. Invested consumers can contact stores to confirm who is supplying their poultry products and encourage them to be completely transparent about their sourcing—even when it changes.

CriteriaPointsComment
TOTAL (possible score is 1800) 0
1-Bird Rating | Poor
Family Farms and cooperatives receive the most points. Corporations and companies with poor or negligible farm oversight receive the fewest points.
Ownership structure
0Private label/store brand
100% organic brands receive the most points. Split operations receive fewer with increased penalties for poor segregation at the processor and farm level.
Dedication to Organic Production
0Not dedicated to organic principles
Farms that participated in Cornucopia’s research providing full transparency receive the most points.
Transparency and Disclosure
0No response
Points determined by integrity of the brand’s organic certifier.
Organic Certifier
0No response
To receive full points, flocks must number 500 birds or fewer (200 for turkeys).
Flock size
0No response
No more than 1.5 lbs of bird per square foot is required for full points.
Stocking Density
0No response
Mobile housing receives the highest number of points.
Housing Style
0No response
Heritage varieties receive the highest number of points.
Strain and/or Breed and Slaughter Age
0No response
Birds must spend 3/4ths or more of their lives outdoors for full points.
Timing for Outdoor Access
0No response
Enrichments include but are not limited to shade structures, water, novel feedstuff (greens, mealworms, sprouted grains), and dust baths.
Enrichments (outdoor and indoor)
0No response
Points awarded for labels that go above and beyond organic.
Other Labels/Standards
0No response
Maximum points given for high quality, rotated pasture. Non-rotated pasture adjacent to fixed housing with lower than 90% vegetative cover receives fewer points.
Outdoor Management
0No response
100 points for on-farm production and/or milling of feed. Fewest points given to feed that cannot be verified as domestic and/or birds get poor or no supplementation from outdoor foraging.
Feed Sourcing
0No response
Methionine needs met by outdoor foraging receives 100 points. Synthetic supplementation receives 70 points.
Synthetic Methionine
0No response
Under 5% cull and death rate required for full points.
Cull/death Rate
0No response
Chicks and poults that are certified organic since hatching, or are hatched on-farm receive 100 points. Off-farm or conventional chicks and poults receive 70 points.
Chick and Poult Sourcing
0No response
No physical alterations required for full points. Permitting beak tipping results in fewer points.
Physical Alterations
0No response
Measures farm oversight. Farmer owned brands, or daily visits by management required for maximum points.
Farm Support
0No response
Non-scoring, category provided for information only.
Slaughter Method (non-scoring)
No response
Non-scoring, category provided for information only.
Soy Free Ration? (non-scoring)
No response
Maximum transparency, sharing of the organic systems plan, and/or novel practices that sets the brand apart from the rest of the industry can result in extra credit points.
Extra Credit
0None