Our Label
The PRO WEIDELAND label is awarded to dairy products whose raw ingredients have been sourced in a way that respects animal welfare and environmental protection. It may only be used by partners who are committed to pasture farming, which is more time- and labour-consuming but also more sustainable, and who meet our specific criteria.
The desire for a sustainable future is nothing new. However, the awareness that food production has a major impact on the environment is stronger than ever before. Population growth, climate change, the decline in biodiversity and the depletion of soil, water and phosphate reserves have prompted a rethink among consumers.
PRO: A clear vision
In order to achieve maximum credibility amongst partners and the general public, our standards are based on specialist and scientific findings. We have published a set of transparent criteria, observance of which is ensured by means of independent audits. As a result, our motivations and objectives are clear to all involved. As are our methods for achieving them.
PRO: A strong community
A total of 40 supporter organisations from the fields of business, politics, science, NGOs and the processing industry make us a diverse and effective body. After all, the idea is that everyone benefits from our cooperation: end consumers, society as a whole and our partners – from farmers to retailers. Thanks to our organisational structure and collaborative approach, our label has the necessary relevance and impact.
PRO: Independant excellence
The PRO WEIDELAND label is the property of the Grassland Centre Lower Saxony/Bremen and has been on the market since mid 2017. The organisation is not an economic actor in this regard. It pursues the objective of reclassifying and promoting the numerous functions of grassland to reflect its diversity and significance. For the environmentally sustainable and nature-friendly use of pasture. With PRO WEIDELAND, these aspirations have been put into practice with a defining seal of approval for products from grass-fed livestock.
