Truly Grass Fed™ - a natural dairy ingredients range from Glanbia Ireland - has recently been Certified Animal Welfare Approved by A Greener World (AGW), the leading animal welfare label in North America (and now operating in Europe).
Launched in 2016, TGF is a range of natural dairy ingredients from Glanbia Ireland made with milk from cows that have been 95% grass fed and are free to roam on Irish pastures for most of the year. Truly Grass Fed™ ingredients are also Non-GMO Project Verified and rBST-free.
The Animal Welfare Approved certification is rated as having the highest impact on consumer purchasing of any food label (The Hartman Group) and is the only truly pasture-based welfare label, providing consumer confidence in an environment of loose claims such as “Natural” or “Humane.”
Consumer demand for verified sustainable and welfare-certified products has steadily increased — especially among millennials. A recent study by The Hartman Group reveals that “avoiding inhumane treatment of animals” outranks nearly every other attribute important to purchasing decisions, second only to quality. The Nielsen Company reported that almost three in four Millennials (73%) and Generation Z consumers (72%) are willing to pay more for sustainable products and services, and notes that consumer brands demonstrating a commitment to sustainability outperform those that don’t. Sustainability can also impact loyalty: a 2017 Cone Communications CSR Study found that 89% of consumers are willing to switch brands to one associated with a good cause, given similar price and quality.
With pioneering spirit and an innate connection to the land, the Glanbia Ireland Co-Op of farmers hold a deep passion for the power of grass fed dairy and pasture-based farm management. Certified Animal Welfare Approved by AGW is key to the Truly Grass Fed™ brand, with farm compliance independently monitored through an extensive rolling program of inspection delivering on customer expectations of transparency, farm animal welfare, outdoor access and sustainability.
Glanbia Ireland is striving to make Truly Grass Fed™ the Gold Standard of dairy. Nicola O’Connell, Head of Marketing says: “Truly Grass Fed™ is about bringing great dairy to our customers which is also third-party welfare-certified and grass fed verified. Every one of our Truly Grass Fed™ dairy farmers is audited for compliance to world-renowned welfare standards by A Greener World, and audited by the SDAS (Sustainable Dairy Assurance Scheme) on an 18-month basis for our grass fed claims. When food manufacturers use dairy from these farms in their recipes and formulas, they will earn the right to use the Truly Grass Fed™ seal on their products to emphasize their commitment to top-quality dairy with a conscience.”
Wayne Copp, Executive Director for A Greener World Europe says: “We are delighted to work closely with Irish farmers and their co-operative Glanbia Ireland. Their vision and enthusiasm for sustainable farming and high standards of animal welfare has impressed us from the very start of this project. To be part of bringing a suite of products to consumers carrying the Certified Animal Welfare Approved by AGW seal – where they can make a positive choice – is particularly special.”