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Certified Pasture for Life beef and lamb is at the ‘top of the tree’, as it is delicious, ethical and guilt-free, according to Daniel Nowland, head of technical for the Jamie Oliver Group.

Speaking at the Pasture-Fed Livestock Association’s AGM at the Royal Agricultural University, Daniel described to the 100 or so delegates, his thoughts on meat, livestock and the modern consumer.

He said that some types of meat have been getting a very bad press lately, but not all meat should not be tarred with the same brush.

Looking way back in history, to gain calories everyone had to hunt and chase prey. This was sustainable, there was no waste and food had a real value, as without it people would die.

In the early cities, 80% of the people grew food close to the city and fed the lucky 20%. But they still had a connection with where the food had come from.

In the modern day, less than 1% of the population is growing or providing the food and the connection between the public and farming has disappeared, with dangerous consequences. Unfortunately people now have very big appetites for very cheap food.
Pasture for Life AGM presentation graphi
Differing concerns

Buying decisions alter radically depending on social background. People living in inner city high-rise flats want to know:
How much is it?
Will it feed my family?
Is it on offer?
How do I cook it?

While the lucky middle-classes want to know:
Where did it come from?
Is it good for me?
Was it treated nicely?
Will it be delicious?
Do we have enough Malbec?
When people buy meat there are several distractions to buying – the ‘guilt’ or ‘pride’ factors.

Guilt factors include:
It’s probably not great quality but it was on offer
I normally buy organic, but I was in a hurry today
I’ve seen the poor farmers on the news – I must go to the butcher one day

Pride factors include:
It was expensive but it was organic
I know the animal had a good life, as I have seen them on the farm
It’s from a local farmer who really cares for his animals

So what does the responsible meat eater of the future look like?
They like meat – but are happy to eat vegetarian for a few meals in the week – flexitarian?
Meat is regarded as a treat – not a commodity
They care about animal welfare and environmental sustainability
They prefer quality over quantity
They are sceptical about the ethics of supermarket meat

Genuine food
Daniel described Pasture for Life meat as genuine food that is guaranteed to be ethical and sustainable – through its insistence of being 100% grass-fed, with no grain.

Pasture for Life postcard
He feels that the Pasture for Life farmers need to move the unconscious consumer towards becoming a conscious consumer – someone who recognises that not all meat is the same, and actually stops to think about where their food comes from.

“There are no flaws in the Pasture for Life system; welfare is good, the animals are helping protect the environment and the meat is healthy to eat.

“I have met a few of the certified PFLA members and have huge respect for what they are achieving. I believe there is massive opportunity for 100% grass-fed meat to grow from where it is today.”

Converting Consumers. Certified Pasture for Life Belted Galloway cattle encourage wildlife and produce flavoursome, healthy meat on conservation grazing sites around Gloucestershire.

Certified Pasture for Life Belted Galloway cattle encourage wildlife and produce flavoursome, healthy meat on conservation grazing sites around Gloucestershire.


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