Westland’s Genuinely Grass‑Fed Guarantee

As global interest in grass‑fed dairy continues to grow, it’s important our customers understand how Westland’s farming systems naturally support our Genuinely Grass‑Fed Guarantee (The Guarantee). This promise reflects the way our West Coast and Canterbury farmers have operated for generations – through low‑input, pasture‑based systems shaped by animal wellbeing and seasonal grass growth. The Guarantee is a mark of excellence that our customers can license for use on packaging and marketing materials, giving consumers confidence that their product is made with milk from grass‑fed cows.

The Background

Very few regions worldwide can claim a predominantly grass‑fed dairying system where cows roam free‑range, grazing outdoors. New Zealand is one of them. In 2025, the New Zealand Government introduced a national grass‑fed standard requiring cows to consume at least 90% grass‑based feed and spend a minimum of 8 hours per day on pasture, across 340 days per year on average.

At Westland, we’re proud that our long‑standing practices exceed this baseline. Our Genuinely Grass‑Fed Guarantee, established in 2022, reflects that Westland’s farmer supplier’s cows receive at least 95% grass‑fed forage and live free‑range 365 days a year, except when temporarily removed for safety or animal health.

To support this claim, we have a highly credible, transparent and reliable verification process that reports on what Westland’s farmer suppliers are feeding their cows.

What “Genuinely Grass Fed” means at Westland

The milk that we use to create our products is sourced from dairy farms which operate on a pastoral basis, meaning that the dairy cows eat predominantly Grass-Fed forage.

Through the winter as grass growth slows, the herd is fed on a range of natural crops, such as kale or rape, and grass silage; grass that is mowed, baled and preserved as silage in spring when grass growth exceeds requirements. This ensures cows maintain a full, well-rounded diet.

What we mean by “Free Range 365 Days”

This means that dairy cows roam Free Range with daily access to pasture all year-round,

except when it is necessary to temporarily remove cows from pasture due to;

• Milking (up to a maximum of twice per 24-hour period)
• Environmental conditions
• Regulatory compliance
• Veterinary advice
• Transportation

We work closely with farmers to monitor feed use, pasture availability, and herd management through on‑farm assessments, feed checks, and annual verification.

What this means for Westpro customers and their consumers

Studies show that dairy products made from the milk of grass-fed, free-range cows not only taste better, but are also more nutritious than milk produced by cows that do not graze grass and/or have a high proportion of cereal and grains in their diet. (Morgan et al., 2018; Magan et al., 2021). Outdoor grazing is the cow’s natural behaviour, in their natural environment, so it makes sense that the resulting milk is full of natural goodness.

Saying our milk comes from grass‑fed cows is one thing – proving it is another. Westland enables Westpro customers to take their products further by applying the mark of a world‑leading Genuinely Grass‑Fed Guarantee, offering consumers confidence and certainty. As a responsible manufacturer, Westland believes grass‑fed claims should be clear, credible, and transparent. That’s why we rigorously substantiate our claims, ensuring our products genuinely start with grass‑fed goodness.

Speak with your Westpro Account Manager about how the Westland Genuinely Grass-Fed Guarantee and product range can drive value for your business, or contact us here: https://www.genuinelygrassfed.com/get-in-touch 

References

Magan, J. B., O’Callaghan, T. F., Kelly, A. L., & McCarthy, N. A. (2021). Compositional and functional properties of milk and dairy products derived from cows fed pasture or concentrate-based diets. Comprehensive Reviews in Food Science and Food Safety, 20, 2769–2800. https://doi.org/10.1111/1541-4337.12741

Morgan, S., Hennessy, D., & O’Callaghan, T. (Eds.). (2018). Proceedings of the Grass-Fed Dairy Conference. Teagasc.