Alberta organic beef producers see opportunity as Earls opts for Certified Humane beef from U.S.

Some experts say Earlsdecision to source Certified Humane beef from the U.S. because of a shortagefrom its Alberta suppliershighlightsa changingmarket that could bringother opportunities.

Certified Humanebeef is documented to beraised and slaughtered humanely and produced without antibiotics, steroids or growth hormones.

While they receive a different kind of certification, some local rancherssuggest the restaurant chain's decision shows there's room to grow in the specialized, organic beef they produce.

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While somesay there is alsoa shortage of supply oftheir products,beef producers are noticing asteady increase in demand that may lead others into the market.

Paul Schneider operates a small operation calledPremium Organic Farms southeast of Calgary.

"I've a waiting list," he saidwith a laugh."And I don't advertise."

Schneider says organic certification means no chemicals, antibiotics and growth hormones as well as different animal care standards.

Tim Hoven, who runs Hoven Farms near Eckville,says his operation has been organic since 1997.

"Every year we see increased demand and increased knowledge for our products," Hoven said.

Hoven believes many Alberta farmers follow humane animal care practices, but going organic would require some changes.

"It can be quite a costly and lengthy process.Now is it beneficial?I believe it is."

University of Saskatchewan agricultural economist Eric Micheels says recent certification demands by some restaurant chains are a sign of the times in a competitive market.

"Well I think it's somewhat of a realization that there's no one size fits all approach to marketing agricultural products anymore," Micheels said.

But that also means consumers may have to pay more for those standards.