There are a lot of certification programs for animal welfare. https://www.nal.usda.gov/awic/certification-programs. This move may drive greater awareness and demand for those certifications. It is nice to have one label to rule them all.
The feedback we get from small sustainable farmers is that this will further dilute the value of USDA Organic brand. A similar debate to the whole whether hydroponic can be certified organic. So we've heard a lot of discussions of alternative certifications. Certified Naturally Grown from http://www.cngfarming.org/ is mentioned a lot.