April 29, 2024

AKIS in support of increasing farmers’ share in the the value chain – The ProWeideland label

In agriculture, the need for sustainable practices combined with economic viability is more in demand than ever.  Rising input prices and interest rates reduce farmers’ profits against the backdrop of the omnipresent challenges of climate change. Recently, the “AKIS in action” networking event, organized by the modernAKIS project, shed light on a good example in building a grazing-based milk brand using a multi-actor approach  The example from Germany illustrated how the sustainable and innovative co-creation of a new food brand can work out. The event brought together more than 150 attentively listening participants from all over Europe to explore the paths of a new brand development method.

Elena-Teodora Miron from the Austrian Chamber of Agriculture,  started the session by introducing the modernAKIS project to all participants.

Subsequently Dr. Arno Krause, head of the Center for Grasslands in Germany (Grünlandzentrum Niedersachsen Bremen e.V.) and General Manager of ProWeideland GmbH. He explained the history of the development of the sustainable milk label “Weidemilch”, which originated in 2014 in a project of the Ministry in Lower Saxony (Germany). In the absence of criteria for the production of meadow-based products a stakeholder panel has been set up which served as a co-design platform for defining production criteria. The label was introduced into retail in 2017 and is now a leader for pasture products according to the criteria defined by ProWeideland. Currently, about 2 000 farmers are contracted under ProWeideland.

Following the presentation, a lively discussion ensued, with participants actively exchanging ideas and experiences with Dr. Krause.

You can read about this interesting part of the event under Q&A:

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