Dairy industry pioneers and leaders in cow and calf welfare recognised
Pioneers in advancing animal welfare practices for cows and calves, including a certification scheme, and a standout marketing initiative for educating consumers about the vital importance of dairy calf welfare, won recognition in the Compassion in World Farming Good Farm Animal Welfare Awards.
The Good Dairy Commendation recognises companies committed to implementing higher welfare standards for dairy cows, ensuring they have access to pasture, are not tethered, enjoy comfortable housing, and their welfare is monitored through key animal-based indicators. This year, 2 Good Dairy Commendations were presented to Fonterra (New Zealand) and Max Havelaar (France).
Fonterra, New Zealand’s largest company and the world’s 6th-largest dairy producer, is the first pasture-based dairy company to receive a Good Dairy Commendation, with cows spending an average of 350 days a year on pasture.
Compassion has been working with Fonterra for over a decade with improvements to animal welfare being reported, including the launch of their ‘Cared for Cows’ programme in 2018, which proactively measures welfare outcome measures on-farm. They also communicate about higher animal welfare with their consumers through open farm days, educational videos and their website. Fonterra continues to demonstrate a strong commitment to improving cow welfare across their supply chain.
World’s finest milk
Charlotte Rutherford, director of sustainability at Fonterra, said: “We are honoured to receive this award, which reflects the work our farmers do every day to uphold high standards of animal well-being and produce some of the world’s finest milk. Dairy cows are at the heart of our co-op, and we are proud to help provide an environment they thrive in. Our On-Farm excellence team works closely with farmers in this area to illustrate our high standards to customers and consumers.”
Supporting farmers
The second winner of a Good Dairy Commendation is, for the first time, a certification scheme. Max Havelaar France, a branch of Fairtrade International, is one of the world’s leading certification schemes for fairly traded products. By purchasing Fairtrade products, consumers support better livelihoods and stronger communities for farmers and workers.
In 2021, Max Havelaar France partnered with Compassion in World Farming to co-create their welfare standards for dairy products, resulting in the inclusion of robust animal welfare criteria into their certification. Compassion is confident that these standards, which guarantee pasture access, comfortable housing, and a ban on tethering, will significantly improve the welfare of dairy cows in France.
Calf welfare
A Good Calf Commendation was awarded to Kalverliefde, a Dutch company that collaborates with small-scale organic and biodynamic farmers. They allow calves to stay with their mothers for up to 3 months, providing outdoor access, ample space, and comfortable resting areas to minimise stress. Upon separation, the calves are housed in deep straw bedded pens, in small groups with sufficient space to move, lie down, and socialise, further reducing stress and promoting natural behaviours.
Kalverliefde also won the prestigious Best Marketing Award, a panel-based award open to all food sectors this year. This award celebrates impactful marketing campaigns that effectively communicate the importance of farm animal welfare and promote higher-welfare products to consumers.
Kalverliefde’s comprehensive campaign across television, radio, and social media made a strong impact in the Dutch market. It successfully raised awareness of their unique policy of keeping calves with their mothers for up to 3 months, captured by their tagline: ‘First the calf, then us’. More than just product promotion, the campaign educated consumers with a thoughtful and positive message about the importance of animal welfare.
By fostering a natural, humane, and regenerative environment for cows and calves, Kalverliefde has established a strong, trusted brand in the Netherlands. Their products are available at major retailers, Albert Heijn and Plus, reflecting a strategy aimed at reaching average consumers rather than focusing solely on niche or premium markets.
Janina van der Drift, Kalverliefde founder & CEO, said: “At Kalverliefde, we are committed to working with small-scale organic and biodynamic farmers who allow calves to stay with their mothers for about three months. Our commitment ensures that cows and calves thrive in environments that promote their well-being.”
Dr Tracey Jones, global director for Food Business, Compassion in World Farming, concluded: “The geographical diversity, range of species, and the vast number of animals set to benefit from this year’s award winners are truly remarkable. I extend my heartfelt congratulations to all the winners.”
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