What is valuable and what people value is not necessarily the same thing. The poultry business provides a case in point. In an internet survey of 1,885 Americans, Mintel Group found that "hormone-free" and "steroid-free" were the first and third most-appealing label claims, with one in five rating them the most compelling reasons to buy. Inasmuch as USDA bans their use with livestock, being steroid and hormone free is best viewed as minimal requirements to legally sell processed chickens.
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