About us

About Us

The idea for the Pasture-Fed Livestock Association arose in 2009, when a small group of British farmers decided to join together to extol the wide-ranging benefits of producing meat from animals fed exclusively on pasture.

Since then, the Association has developed, on a very limited budget, into an active, credible organisation that successfully champions the virtues of grass-based farming and meat production.

Run as a Community Interest Company (CIC) since 2011, the membership includes farmers, butchers, retailers and consumers – all with a passion to increase the supply and market for pastured meat.

A set of Certification Standards has been developed to define what pasture fed farming really means. Only Certified Farmers who adhere to these rules can market their meat under the Pasture for Life brand.

Outlets that sell 100% pasture fed Beef and Lamb and 100% pasture fed dairy are publicised on this website and in other promotional campaigns.

The Association is led by the views and wishes of its members and a Board of Directors manages the daily affairs according to the constitution.

An active Internet discussion forum and regional groups offer support and information to farmers, allowing them to pool their knowledge and to collaborate.

Membership is open to anyone – not just farmers

If you would like to support our work promoting the virtues of grassland farming and the food derived from it – join us today!



August 2019PFLA welcomes its 500th member
November 2018 'Pasture for Life' gains 5,000 twitter followers and is reaching out far and wide in all its communications activities to farmers and consumers
September 2018Former PFLA chairman John Meadley becomes the Association’s first President
September 2018The 7th AGM at Porlock Village Hall on Exmoor, with keynote speaker Professor Dieter Helm, Chairman of the Natural Capital Committee
August 2018Publication of a fully referenced PFLA report looking at the animal welfare and environmental benefits of grain-free livestock farming
June 2018Appointment of Philippa Stagg as Membership and Office Manager
April 2018Appointment of Bill Wiggin MP as Chairman of the PFLA
March 2018Pasture for Life dairy certification launched
Dec 2017Publication of ‘The soil never sleeps’, an anthology of poems by PFLA poet in residence, Adam Horovitz
Oct 2017Announcement of BBSRC funded (part of £4.9M awarded) research project ‘Sustainable and economic and ecological grazing systems – learning from innovative practitioners.’ The study will involve 60 Pasture for Life farmers
Oct 2017Sixth AGM at Lannock Manor Farm, Hitchin, Hertfordshire opened with a supportive video from the Minister of State, Farming, Fisheries and Food, George Eustice MP
Aug 2017Appointment of Elissa Owen as full time Membership and Office Manager. Russ Carrington promoted to become General Manager
April 2017The story behind Pasture for Life meat reached millions of consumers during Great British Beef Week, with members appearing on BBC CountryFile, on BBC Radio 2 and other high profile media outlets
Feb 2017Organic Farmers & Growers are appointed to undertake the administration of Pasture for Life Certification
Jan 2017Appointment of Steve Webster as the first Chief Executive
Sept 2016Fifth AGM held at the Royal Agricultural University with two farm visits
Sept 2016PFLA moves into its first formal office at Farm491 in Cirencester
July 2016Appoints Laura Elliot as Membership Officer and Sophia Morgan-Swinhoe as Dairy Manager
Feb 2016Launch of the Pasture for Life – it can be done booklet – the farm business case for feeding ruminants just on pasture, at the ORFC 2016
Jan 2016Launch of the Pasture for Life – it can be done booklet – the farm business case for feeding ruminants just on pasture, at the ORFC 2016
Sept 2015Fourth members’ meeting and AGM held at Newton Rigg College, Penrith, Cumbria.
Summer 2015First Pasture for Life audits undertaken
June 201510,000 hectares now managed to Pasture for Life standards.
May 2015PFLA study tour to Knepp Castle Estate, West Sussex
Jan 2015New Pasture for Life Certification Mark introduced at the Oxford Real Farming Conference
Sept 2014Third members’ meeting and AGM held at Rothamsted Research North Wyke Farm Platform, North Devon
May 2014New website launched
Feb 2014Chalk Valley burger bar, first restuarant to be certified
Jan 2014Open meeting at Oxford Real Farming Conference (ORFC) 2014
Sept 2013Second members’ meeting and AGM held at Fordhall Farm, Shropshire
Jan 2013Open meeting held at Oxford Real Farming Conference (ORFC) 2013, followed by Pasture Beef and Pasture Lamb suppers for 100 people
Jan 2013Market study commissioned and roadmap for PFLA’s development created
Nov 2012Media coverage gained across the UK in mainstream farming press
Sept 2012Inaugural members’ meeting and AGM at Sheepdrove Farm, Berkshire
Sept 2012Pasture-Tracks traceability system piloted by first retailers
June 2012Part-time executive secretary appointed
May 2012PFLA receives grant from Esmée Fairbairn Foundation
April 2012Certification Standards revised to include sheep and lamb
Mar 2012Board of Directors appointed
Nov 2011Marketing trials conducted to assess public reaction to the ‘PASTORAL – Pasture-Fed for Life’ brand
Nov 2011Website launched
Aug 2011A set of Certification Standards defining the ‘Pasture-Fed’ system for beef cattle finalised
Mar 2011Pasture-Fed Livestock Association established as a Community Interest Company (CIC)
Jan 2010First meeting of interested parties
Jan 2010Google discussion group established leading to further refinement of the Pasture-Fed term
Nov 2009The idea of developing ‘Pasture-Fed’ systems emerges from a Transition Farming conference in Exeter, England