New association promotes benefits of grass fed meat

The Pasture Fed Livestock Association is a new organisation which promotes the advantages of raising livestock on grass and forages. The group aims to help meat producers cut their costs while still rearing livestock on grass; profiting from the much-publicised benefits of grass fed meat.

Originally nothing more than a movement by farmers, the organisation has evolved to develop standards and specifications that give producers a brand to adhere to and be approved by. For both beef and lamb, the organisation provides producers with a way to market their produce if their systems meet the standards of the organisation.

The chairman of the organisation says it aims to be a way for producers to cut costs at the same time as producing more grass fed meat. The organisation’s Internet presence is also growing, with many regional groups sharing their knowledge and experiences of pastoral farming. One of the founding members of the organisation sells his pasture fed animals and reports 1.1kg of growth rates per day.

Ensors, an abattoir in Gloucestershire, has already produced grass fed beef which has been approved by the PFLA. Kate Philips, the company’s national account manager said if grass is managed well and the right type of cattle is bred, the meat will be of high quality.

Farmers are encouraged to join the PFLA for a small fee in order to take the next step in meeting the standards. Once they are approved, they can be marketed using the PFLA brand. Currently, there are 50 members with as many as 12 already selling meat under the approved brand.