Dairy cooperative Arla Foods said it will launch a new set of higher animal welfare and sustainability standards across its branded milk.
Arla C.A.R.E (which represents Cooperative, Animal Welfare, Renewable Energy and Ecosystem), will be an industry-leading requirement for all of its farmer owners producing milk for Arla’s Cravendale, BOB and Big Milk brands.
As 87 per cent of consumers say they care about animal welfare and 78 per cent are concerned about the environmental impact of their food, Arla C.A.R.E will feature a new on- pack logo across its branded milk portfolio.
As the consumer facing marquee of the existing Arla UK 360 programme, all Arla farmers that are part of the programme are required to meet the existing 12 standards which make up the Arla UK 360 programme, plus an additional requirement for grazing. These standards include biodiversity and restoring natural ecosystems as well as a commitment to reducing overall usage & using renewable energy on farm.
“We know that provenance is becoming increasingly important for consumers when making their food choices. By introducing some of our highest welfare standards onto our branded milk ranges, we can provide shoppers with the knowledge that it’s been produced with welfare and nature at the heart,” Paul Savage, director of agriculture at Arla UK said.
“Our farmers have been committed to accelerating their sustainability journey for a number of years and it’s that commitment and hard work that means we can bring these higher standards to our added value milk that has care in every step.”
Arla C.A.R.E is being introduced as the cooperative looks to accelerate action towards reaching its climate targets, which requires a 30 per cent reduction of scope three emissions by 2030 as well as a 63 per cent reduction across scope one and two emissions.
Milk from Arla C.A.R.E farms will be segregated at its Stourton and Aylesbury dairies, where Arla Cravendale, Arla BOB and Arla Big Milk brands are produced.
The new Arla C.A.R.E standards will roll out in all major retailers from October and will be supported by a major £3 million marketing campaign that includes TV advertising, out of home, digital activations and PR. The campaign heroes the ‘Free to Graze’ claim and showcases Arla’s very own farmers and cows in the advert singing along to a remix of the classic hit ‘Everybody’s Free’.
