Pasture for Life welcomes on board first chief executive

Pasture for Life
Dr. Steve Webster
  (Photo: Meat Info )

In a move to increase production and consumption of certified 100% grass-fed beef, lamb and dairy in the UK, the Pasture-Fed Livestock Association (PFLA) has appointed its first chief executive. 

Dr Steve Webster (pictured) will now be leading the not-for-profit community interest company, which established the ‘Pasture for Life’ certification mark.

With more than a quarter of a century of experience working within the agriculture sector behind him, Webster has run the Delta-innovation for the last 12 years. The initiative is a specialist agri-food consultancy focused on strategy, policy development, communications and knowledge transfer.

Established in 2011, PFLA has built a membership of over 300, mostly consisting of farmers, whilst many of the organisation’s workers are volunteers.

“The stories and messages surrounding the Pasture for Life brand are all so positive and we should be spreading them far and wide,” said Webster. “We need consumers to recognise the health, animal welfare and environmental benefit of buying and eating 100% grass-fed meat, with the assurance of the Pasture for Life certification mark.

“By creating more public demand we can encourage more farmers to stop feeding grain to their animals and become certified Pasture for Life.”

Dr John Meadley, chairman of PFLA, said the organisation is looking forward to working with Webster in continuing to build the Pasture for Life identity.

“Employing Steve is a significant investment for the PFLA, but we are at a stage where we need a high level, strategic thinker to generate game-changing results,” he explained.

“Steve’s experience, knowledge, enthusiasm and contacts will be invaluable as we move to the next level. At a time when the search is on to find truly sustainable farm practices, Pasture for Life ticks all the boxes – it produces healthy food, which is environmentally and animal-friendly while being financially rewarding for farmers. Now is the time to promote these good things and we are sure that Steve will help us to achieve that.”

Russ Carrington, executive secretary for the PFLA since 2011, will continue working with the team, with a greater emphasis on developing opportunities for certified Pasture for Life products.

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