From the St. Louis Post-Dispatch:

American shoppers face a dizzying array of labels in the aisles of their groceries, most designed to help them make healthy choices. Soon they'll see yet another label — this one concerning the health of animals in the food chain.

"There's organic, there's fair trade, but 'humane' is the next big thing," said Phil Lempert, a supermarket and consumer behavior analyst.

Three major supermarket chains — Whole Foods, Supervalu and Safeway — have recently pledged to boost their animal welfare standards and to inform shoppers about their efforts with new labels or in-store signs.

For more, see 'Humane' food sparks excitement, labeling controversy