EUROPE-wide dairy cooperative Arla has announced upgrades to the animal welfare and sustainability standards that must be followed by the producers of its branded milk.

The co-op's new C.A.R.E package – representing 'cooperative', 'animal welfare', 'renewable energy', and 'ecosystem' – is claimed to set an industry-leading standard, and will be a requirement for all of its farmer owners producing milk for Arla’s Cravendale, BOB and Big Milk brands, which will now feature a new on-pack logo.

Consumers are more concerned than ever about how their food is produced, with recent surveys finding that 87% care about animal welfare and 78% want to know about the environmental impact of their food.

As the consumer facing marque of the existing Arla UK 360 programme, C.A.R.E will require all Arla farmers that are part of the programme to meet the existing 12 standards, including biodiversity and restoring natural ecosystems, as well as a commitment to reducing overall usage and using renewable energy on farm. There is also an additional requirement for grazing, when weather conditions allow, providing it does not compromise the health or welfare of the animals.

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Director of agriculture at Arla UK, Paul Savage, said: “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.

“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% reduction of scope three emissions by 2030 as well as a 63% reduction across scope one and two emissions.

Milk from Arla C.A.R.E farms will now be segregated at its Stourton and Aylesbury dairies, where Arla Cravendale, Arla BOB and Arla Big Milk brands are produced. The new standards will roll out in all major retailers from October and will be supported by a major £3m marketing campaign that includes TV advertising, out of home, digital activations and PR.

That campaign will highlight the ‘Free to Graze’ claim and showcase some of Arla’s own farmers and cows in the advert, singing along to a remix of the pop hit ‘Everybody’s Free’.