First And Only Grassfed + Welfare Label Launches Globally

Certified Grassfed by A Greener World’s standards are rigorous, practical and achievable, offering a common understanding of high-welfare, grassfed production that delivers sustainability and meets consumer expectations. The Certified Grassfed by AGW label ensures:

Consumers seek out grassfed products for a variety of reasons, including environmental sustainability, health and animal welfare. However, most grassfed labels guarantee none of these and are simply feeding protocols. Uniquely, A Greener World’s grassfed seal requires a farm to first be Certified Animal Welfare Approved by AGW for its welfare practices. When seals are used across borders, AGW requires the product to be clearly marked with the country of origin. A Greener World is ISO/IEC Guide 17065 accredited, and additionally supports responsible use of antibiotics, prohibiting routine use while allowing treatment when indicated. AGW’s labels are consistently rated highest, with a recent finding by the Hartman Group reporting Certified Animal Welfare Approved by AGW as having the highest impact on consumer purchasing of any food label.

Companies are already seeing benefits from the label: Lye Cross Farm, an artisanal British cheesemaker sourcing milk from the UK’s first Certified Grassfed by AGW dairies, chose the label for its international credibility and market recognition–as well as the organization’s supply chain experience bringing products to market in the U.S. and elsewhere. With demand for grassfed products on the rise–and with it, the rise of misleading grassfed claims–Lye Cross Farm found it vital to verify its practices to stand out in a crowded market. Following its launch at Natural Products Expo West in California and ongoing expansion at celebrated Hollywood retailer, Bristol Farms, Lye Cross Farms’ Certified Grassfed by AGW cheese will soon be available even more widely to U.S. customers. This intentional market diversification was a key component in the company’s strategy to mitigate uncertainty in the UK agriculture sector, an approach which has proven successful with forecasted annual sales of £2 million.

“This is a win for the planet, farms and the people who depend on both. Our philosophy of thinking globally and acting locally has placed us on a similar trajectory as the global organics industry. By using common definitions for terms like ‘grassfed’ that translate across markets, we are facilitating a thriving global market for AGW-certified products that drives animal-centered systems.”

Wayne Copp, A Greener World Europe Executive Director, says,

“While we’re rigorous and meaningful, we pride ourselves on being easy to do business with–having a number of farmers on the team we are sensitive to producer needs. We are currently fielding inquiries and building partnerships across the globe, with bootprints on farms from Australia to South America to Europe and beyond. Having a globally recognized standard ensures that imported products have to comply to a meaningful standard–this ensures integrity of the market and gives consumers a way to be confident they’re supporting farms that match their values.”

“We are excited to offer internationally recognized labels that compete on a global playing field. Not only is this good for our organization, it’s an encouraging sign that the move to sustainable and high-welfare production is more than a passing trend: Consumer demand is leading to processors and farmers seeing increased value. Third-party certification is a way to elevate the market and level the playing field. Farms in South Africa meet the same standards as farms in Europe, which strengthens their collective global brand and the hope for a more sustainable agriculture.”

A Greener World is offering a first-year discount to producers certifying one or more seals. AGW currently offers the following certifications: Certified Animal Welfare Approved by AGW, and its optional, additional accreditations, Certified Grassfed by AGW and Certified Non-GMO by AGW (the latter can also be awarded as a standalone label for non-livestock products). Multiple certifications can be audited in a single farm visit, and equivalence is offered wherever possible to streamline certification. A Greener World offers world-class technical and marketing support to certified farms and businesses at no additional charge. For more information contact A Greener World at +1 800 373 8806 or info@nullagreenerworld.org.