The Future of Pasture-Raised Is In DANGER!

The value of what we farmers sell comes from the grass that our animals eat. That’s why our products are called “pasture-raised,” “pastured poultry,” or “grass-fed chicken.” Soil is another real hero of the story, but the grass is what directly feeds the animals we raise.

Farmers have worked for decades to generate demand for pasture-raised products, not only showcasing the benefits of life on fresh grass, but “walking the walk” while “talking the talk.” Now that there is a growing market for pastured protein, our hard work is under attack by mega farms that don’t walk the walk, but which benefit from talking the talk.

Fresh grass is something that every animal and every farmer should be able to enjoy, and “pasture-raised” is a phrase every customer should be able to trust. We are going to look at the current misuse of the phrase, how we got here, and what we can do about it.

Push Marketing vs. Pull Marketing

“Push marketing” refers to a product that customers are not actively seeking, requiring you to push it out to the market. “Pull marketing” is the opposite: a product that people already understand and want. A “push” product is almost always more difficult and costly to market than a “pull” item. (You can read a detailed explanation of the difference between push and pull marketing in pages 27-28 of Pastured Poultry Packet #2.)

When pasture-raised meats first hit the market, they required push marketing. The general public was happy with their cheap factory meat, and there weren’t a lot of people looking for a healthier option. After decades of work from dedicated grass farmers, there is demand for protein raised in a more responsible way; now it’s our responsibility to stand on the shoulders of those giants, amplify their message, and serve this growing demand for food that is nutrient-dense and also good for the planet.

Greenwashing: What It Is, & What To Do About It

Greenwashing is the dissemination of misleading information which conceals abuse of the environment, in order to present a positive public image.

We will cover greenwashing, and what we can do about it, in detail in Episode 23 - Greenwashing.

As stated previously, farmers have worked for decades to educate their customers about the benefits of meat from animals raised on fresh grass – by speaking to CSA members, standing outside farmers’ markets, posting home-made signs, giving farm tours, etc. Change happens slowly, but the demand for these healthy products continues to grow.

Generally, when something small grows into a real player in a given industry, the big guys start to notice.  If there is money to be made, there is always someone looking to take advantage of that opportunity. The problem is that these larger agricultural entities are using the term “pasture-raised” to greenwash their industrially-farmed products, thus undermining trust in the phrase.

What used to be a simple idea – “pasture-raised” means the raising of animals on fresh grass – now requires explanation and protection. Without a clearer definition of the phrase, and without a line in the sand to keep it from being misused, agricultural corporations will continue to capitalize on something they have no right to use, degrading the meaning of the term and putting more small family farms out of business.

Defining Pastured Poultry

There is a growing call for a definition of “pasture-raised.” Farm Marketing Solutions supports this effort, and would like to amplify it. We are including the below disclaimer because, as of the writing, there is no certified definition of pasture-raised as it pertains to poultry.

51/51

Every bird spent the majority of its life on pasture

51% - Majority of the bird’s life is spent outdoors on pasture

• Encourages farmers to house birds on grass instead of inside buildings

• Increases the bird’s quality of life

• Increases the farmer’s quality of life

• Allows for birds with housing that does’t move in the winter

• Allows for time spent in the brooder

Pasture is defined as majority rooted vegetative cover

51%  - Majority rooted vegetative matter

• Promotes movement of the birds to let land rest

• Encourages carbon sequestration and nutrient cycling

• Ensures that the birds are outside on grass, and are not simply fed hay

Why Is This Important?

We know you are here at Farm Marketing Solutions so you can grow your business, support your family, and better your community. Unfortunately, we feel that greenwashing is the biggest threat to our grass-based farmers.

Across the country, customers are being offered more and more products which falsely lay claim to the factors on which we have built our businesses and our lives. If a customer can get “pasture-raised” eggs from Vital Farms at her local super market, what incentive does she have to pay more for pasture-raised eggs from Farmer John at his farm stand?

Believe it: If Amazon can kill off book stores, big AG can continue to kill off small family farms.

How To Save Pasture-Raised

There are three things you can to do today to help small farmers keep what they have worked so hard to build:

Number 3:

Talk the talk AND walk the walk. t is up to us to carry on the legacy of the farmers who came before us. We must defend the value and virtue of regenerative farming practices by adhering to true production principles, sharing photographs of what we do, and serving our community. That’s how we’ll help save the world.

Fresh Grass Resources

YouTube Playlist

Get REAL Chicken

Members of the American Pastured Poultry Producers have developed a website that helps customers find REAL pasture-raised chicken.

Recommended Books

Pastured Poultry Packet #2: Marketing Grass-fed Chicken & Eggs

There’s a lot you can do to combat greenwashing for your own business, and for the rest of the community. Don’t let the big guys be better farm marketers then you.

Click Here To Buy Your Copy

Raising Poultry On Pasture: Ten Years of Success

As we discuss standing on the shoulders of giants, here is a book written by some of those giants.

Purchase on Bookshop.org