Fonterra Withdraws '100% Grass-Fed' Label Amid Greenpeace Legal Pressure

Legal Challenge from Greenpeace

Greenpeace Aotearoa has brought to light new legal documents from Fonterra Brands, revealing that the dairy giant has withdrawn labels from its Anchor butter packaging. These labels had previously asserted that Fonterra's dairy cows were '100% New Zealand grass-fed'. Greenpeace claims the withdrawal marks an admission of guilt as a lawsuit looms.

Greenpeace's Stance

Sinéad Deighton-O’Flynn, a spokesperson for Greenpeace, expressed, "In an undeniable admission of guilt, Fonterra has altered the logo on its Anchor butter since our lawsuit was filed. But the fight doesn't end here."

Disputed Claims

In September 2024, Greenpeace announced its intention to sue Fonterra for false advertisements on Anchor Butter packaging. This lawsuit challenges Fonterra's claim of being '100% New Zealand grass-fed', while Fonterra's grass-fed standards allow up to 20% of a cow's dry matter diet to include palm kernel.

Fonterra's Response

Fonterra has replaced the contested '100% grass-fed' label with a simpler 'grass-fed' logo. However, Greenpeace argues this change is insufficient as it still misleads consumers.

Environmental Concerns

Greenpeace highlights the environmental implications tied to Fonterra's practices, including deforestation in Southeast Asia due to palm kernel usage, contributing to climate change concerns.

If Fonterra continues its current practices, consumers worldwide are expected to demand more substantial changes, as emphasized by Deighton-O’Flynn.