Sun, 01 Oct 2023

New York, NY - June 7, 2023 - Following a BBB National Programs National Advertising Division (NAD) challenge brought by competitor Purina Animal Nutrition LLC, Cargill, Incorporated voluntarily permanently discontinued certain comparative performance and superiority claims for its Nutrena® NatureWise® line of chicken feeds.

In response to the challenge, Cargill maintained that it possessed adequate substantiation for such claims. However, Cargill informed NAD that it had chosen to permanently discontinue the advertising campaign featuring the challenged claims for business reasons unrelated to Purina's challenge. Therefore, NAD did not review the claims on their merits.

In its advertiser statement, Cargill thanked NAD for its attention to this matter and stated that it is "proud of the work it does to nourish animals, including flocks fed Nutrena® NatureWise® Layer Feeds."

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive.

About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit

About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.

See Campaign:

Contact Information:

Name: Jennie RosenbergEmail: jrosenberg@bbbnp.orgJob Title: Media Relations

Tags:IPS, Reportedtimes, Google News, Financial Content, PR-Wirein, Nexis Newswire, Go Media, CE, Extended Distribution, iCN Internal Distribution, English

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