Pasture for Life certification mark approved

Cattle and sheep meat products that have been reared solely on grass and pasture can now benefit from the Pasture for Life mark. 

Although the logo was used by certified beef and sheep farmers throughout 2015, it has now been officially approved.

Operated by the Pasture-Fed Livestock Association (PFLA), the logo has been approved by the Intellectual Property Office (IPO), the official UK government body responsible for patents, designs and trademarks.

Anna Bassett, chair of the PFLA’s certification committee, said that the group’s members will be able to benefit from this approved certification.

“This means consumers now have an easily identifiable mark which guarantees they are buying genuine grass-fed meat,” she explained.

“Our livestock certified farmers and butcher members can use this logo when marketing their meat, to earn full recognition for the real 100% grass-fed beef and lamb they are producing.”

The PFLA recently appointed independent inspection body Acoura to carry out farm inspections in line with the ‘Pasture for Life’ standards, which it has developed with its members.

The standards ensure that:
• No grain, maize, soya or any other non-pasture feedstuffs are fed to ruminants
• High standards of animal welfare are maintained
• Farmers take an environmental approach for production

According to PFLA, scientific research confirmed that grass-fed meat has health benefits to consumers. This includes lower total and saturated fat content and better fats such as omega 3 fatty acids that can help fight disease.

However, it is claimed that these advantages are lost when even minimal amounts of grain are included within the animal’s diet.

Bassett added that this is why 100% grass-fed certification is an important asset. “Consumer interest is growing for this type of meat and some retailers are now offering grass-fed lines,” she said.

“However, the term grass-fed is actually very loosely defined – animals may have only been out on grass for half their lifetime. Customers don’t want another marketing promotion, they want the real deal and the certification mark delivers just that.”

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