Our History

In 2014, we were faced with a challenge: there were no binding standards for pasture milk at the time. In order to sustainably secure pasture-based farming and create added value for the environment, animal welfare and consumers, we founded a strong and representative stakeholder community together with various interest groups.

This stakeholder community, consisting of agricultural associations, environmental, animal and consumer protection organisations, processing companies, science and politics, has jointly developed a model for a ‘de facto standard’ for pasture farming. The aim was to create a pasture milk label that stands for quality, sustainability and animal welfare and is clearly recognisable to the consumer.

The project to introduce the pasture milk label, funded by the Lower Saxony Ministry of Food, Agriculture and Consumer Protection, ran from April 2014 to December 2020. Three sub-projects worked on the development of a label that ensures the continued existence of pasture farming, protects grassland as a valuable natural area and creates economically sustainable incentives for pasture farming. More information on the sub-projects can be found on the website of the Grassland Centre Lower Saxony/Bremen under „Weideland 3.0“.

An important focus was on developing production and processing criteria that define the highest standards for pasture milk. The label is intended to communicate the added value of pasture-based farming to consumers and encourage them to honour this by making conscious purchasing decisions. PRO WEIDELAND is therefore now a wholly-owned subsidiary of the Grassland Centre Lower Saxony/Bremen.