ZOE WILSON
SUPERMARKET giant ASDA's launch of a 'free-range' milk brand has attracted a sharp rebuke from the organic farming sector, which has pointed out that its legally-enforced standards have been keeping dairy cows outside on pasture for the last 20 years.
The Organic Milk Suppliers Cooperative said that it was inaccurate to market 'free range' milk as a new product.
However, Asda said: "Free Range Dairy Farmers Milk offers a choice to conscientious consumers that guarantees that cows have grazed for at least 180 days a year. The Pasture Promise logo is the only label that provides this assurance."
OMSCo executive chairman, Nicholas Saphir said: "Free-range milk has been readily available to the consumer in the form of organic for over twenty years. Organic dairy farms in the UK have to meet strict independent legally binding production standards and are audited annually in-line with a range of regulatory criteria enforced by organic certification bodies.
“These standards state that organic cows must by law, spend as much time outside on pasture as conditions allow and that they must be fed a grass rich diet. In practical terms, this means organic cows are typically grazing for 215 days based on our latest independently conducted study," he said.
Mr Saphir stressed that organic milk offered other benefits, by guaranteeing that cows were fed on a diet free from artificial fertilisers, chemicals and genetically modified ingredients, and not routinely dosed with antibiotics.
OMSCo's formal response also noted that, while offering these quality assurances above and beyond simply 'free range' cows, certified organic milk was priced lower than ASDA's new 'Pasture Promise' options, and had, along with associated products like butter, cream, cheese and yoghurt, been recognised by peer-reviewed research as containing more beneficial omega-3 fatty acids than non-organic dairy produce.
“While we welcome pasture-based innovation, to consider the development of these free-range principles as providing the consumer with a new choice would be incorrect," said Mr Saphir. “We’re encouraging consumers to recognise that organic farmers already exceed the 180-day minimum set out in this new ‘free-range’ milk product as well as providing all the other benefits associated with organic production, at a lower price to consumers.”
Speaking for organic certification body the Soil Association, Finn Cottle commented: “Organic milk is widely available across major supermarkets and independent stores and it’s the single biggest selling organic product accounting for over 10% of total sales of organic.
“It answers consumer needs on so many levels, not only does it come from cows which are grazing outdoors when possible, but the milk comes from a fully certified system which is audited and inspected on an annual basis.”
In response to this criticism of its new brand, ASDA said: "It is likely that organic cows are grazed, but difficult to ascertain for how long. Whilst organic standards do stipulate that cows should be grazed for most of the year, there is currently no stated minimum number of days and nights at grass."
For in-depth news and views on Scottish agriculture, see this Friday’s issue of The Scottish Farmer or visit www.thescottishfarmer.co.uk
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