Pasture for Life launches new visual identity as interest in 100% pasture-fed meat, dairy and fibre grows


Pasture For Life new logo Pasture For Life new logo

Pasture for Life has today (11 March 2022) launched a new logo and visual identity in response to growing interest from consumers in 100% pasture-fed food and fibre.

The past two years has seen growing numbers of consumers looking for livestock products that come with high environmental, ethical and health credentials. This has prompted the organisation to refresh the way it communicates to drive greater awareness of high nature-value farming.

The move, which coincides with Pasture for Life’s 11th birthday, marks a significant moment for the organisation, which has grown from a few farmers back in 2011, to a diverse group of farmers, butchers, dairies, artisan food producers, chefs, nutritionists, academics, students, storytellers and many more. Membership now stands at 800.

“We have refreshed our visual identity and our core messages to better reflect the benefits of 100% pasture-fed farming,” says Pasture for Life executive director Jimmy Woodrow.

“We hope this will help our farmers communicate the benefits of the way they farm and help shoppers find and understand the health, welfare and environmental advantages of buying Pasture for Life certified food and fibre.”

Pasture for Life has wide support for the work it is doing:

Rewilding pioneers and owners of the Knepp Castle Estate in West Sussex Isabella Tree and Charlie Burrell say “It is vitally important for the recovery of biodiversity and our battle against climate change that our farming practices work with nature rather than against it. This is why we are passionate about the principles of Pasture for Life as it is the encapsulation of nature-friendly farming.”

Shane Holland, executive director of the Show Food Movement in the UK says, “Pasture for Life is the organisation when it comes to connecting animals being on pasture with taste, welfare and landscape. These messages are critical if we are to have good, ethically produced food which sequesters rather than emits carbon.”

And chef patron of Mayfair restaurant Apricity Chantelle Nicholson says, “Pasture for Life represents a group of passionate and committed farmers who collaborate for a force for good. I am constantly in awe of their knowledge, experience and determination to do the best they can for their animals and their land.”

“Grazing recognizes the evolutionary advantage of ruminants to use land not suitable for growing crops and to deliver multi-functional outputs, such as high quality, nutrient-dense food, nature recovery and sustainable farming businesses,” says Professor Michael Lee, deputy vice chancellor of Harper Adams University.

“By championing pasture farming, Pasture for Life is a proactive force for change, recognising the true role ruminant livestock will have in future food systems.”

Sue Pritchard, chief executive of the Food, Farming and Countryside Commission says “We need to accelerate the transition to a food and farming system that is not reliant on fossil fuels, which restores lost biodiversity and strengthens the UK’s food security.

“The Pasture for Life community is leading the way in building the evidence, delivering practical change with farmers on the ground and growing awareness amongst the public to support the change.”

And Agro-ecologist Dr Lisa Norton at the Centre for Ecology and Hydrology (CEH) says, “Pasture for Life is a pro-active, innovative community of farmers who care about their animals, the food they produce and the environment in which they do it.

“Their willingness to learn from one another and with researchers, makes them leaders in the race towards farming methods that will provide future generations with healthy food, that can sustain farming communities, without costing the earth.”

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