Greenpeace Accuses Fonterra of Misleading Claims on Grass-Fed Labeling

Greenpeace has alleged that new legal documents from Fonterra Brands reveal the removal of misleading labels from its Anchor butter packaging. The environmental organization contends that Fonterra's packaging falsely asserted that its dairy cows are '100% New Zealand grass-fed'.

In late September 2024, Greenpeace took legal action against Fonterra for the allegedly 'false' claims printed on the dairy giant's Anchor Butter packaging, asserting that the product was '100% New Zealand grass-fed'. The lawsuit has been met with strong denials from Fonterra, despite the company’s own grass-fed standard allowing up to 20% of a cow's diet by dry matter volume to contain palm kernel, according to their online documentation.

Fonterra Brands' statement of defense has disclosed that the logo has since been altered, with the contested '100% New Zealand grass-fed' label removed, now reading simply 'grass-fed'. Greenpeace argues that this change implies an admission of guilt by Fonterra.