New beef and lamb ‘pasture-fed’ label launched

A new ‘Pasture For Life’ certification mark has been launched – for meat from animals that are purely pasture-fed.

The Pasture-Fed Livestock Association used the Oxford Real Farming Conference last week to announce the scheme. The farmer-led organisation, which promotes the health, welfare and environmental benefits of raising cattle and sheep exclusively on grass and forage crops, has devised the new logo to give a clear identity to pasture meat.

Farmers and butchers following the association’s production standards can apply the mark to products on sale to the public.

Sara Gregson, a director of the Pasture-Fed Livestock Association, said: “When applied to a pack of meat, this legally-recognised stamp of approval guarantees the animal it came from only ate fresh and conserved grass and forage its entire life, including during the finishing period. This is not green-wash or marketing hype – this meat really is from animals that have been at pasture for life.”

The mark’s labels also have Quick Response (QR) codes which, when scanned, allow the consumer to trace the meat back to the farm, fields and animal it came from.

The Pasture-Fed Livestock Association said its membership was growing, and noted that it now had more than 140 members and 40 approved suppliers.

Gregson added: “Demand for pasture meat is definitely increasing as more people become aware of the advantages of eating it. Supply will soon become a limiting factor, if not already – so we need more farmers to come on board and become approved suppliers.

“We can help those who want to kick the grain habit – for example we run study tours to farms that finish cattle and sheep successfully on fresh and conserved forage, and have an active internet forum where members openly share their grassland knowledge and experience.”

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