Certified Sustainable Grassfed Whey -
At what point did the “Grassfed” claim for whey protein powder become so frequently and fraudulently professed that it now ranks up there with hollow words like “home-style” or “Premium” when describing a food product on the shelf at your local grocery store?
The rise in demand for actual, truly grassfed whey protein paired with the nonexistence of a centralized regulatory agency to protect and define such a claim has essentially eroded the “Grassfed” descriptor down to a meaningless adjective.
So, where does this leave you?
Your health is perhaps your most intimate of possessions. It cannot be directly shared or cultivated by anyone else and it has the greatest impact on the entirety of your life. Like everything intimate, trust is okay, but verification provides peace of mind and in this day and age is absolutely needed.
In the case of the whey protein industry, trust is absolutely unwarranted with verification. The onus to sift through the flagrantly deceitful brands to finally land on the honest one that’s right for you, falls entirely on you. The industry launches hundreds of new brands daily, and there are gems out there, unfortunately they required work from the consumer to be found.
Providing a truly grassfed anything (butter, milk, whey) is a massive undertaking and extremely rare in the age of modern factory dairy farming, feed lots, and CAFOs (Concentrated Animal Feeding Operations). Yet the accompanying premium that can be applied to a product that simply markets the "grass fed" claim is too much to just walk away from, especially if there are no consequences (lack of regulations and false marketing enforcement) for throwing the adjective around, or placing it front & center in the principle display area of a product's label.
To help you; A truly grassfed whey operation will have specific accreditation to accompany such claims to bolster authenticity. These trusting accreditation bodies often include the following -
- Informed Choice/Sport – Verifying general product and claims, manufacturing facilities, final product, Co Packers to assure the consumer the product is what the brand claims it is, with the source of origin verified.
- A Greener World - Animal Welfare Approved verifies the welfare of the grassfed animal assuring unlimited access to fresh water, clean bedding, shelter against inclement weather, access to each other (Cow-Calf bonding) and the outdoors.
- ASPCA - Shop with your Heart Certified Brand List
The one accreditation not yet discussed is relating to the environment. A truly grassfed operation capable of delivering authentic high end nutrient dense whey protein will naturally produce a small carbon footprint and generate other environmental benefits inherent to progressive sustainable farming practices. In this case, there is no more honorable an organization than the Carbon Trust operating out of the United Kingdom.
What is the Carbon Trust ?
Rewarding sustainable operations and supporting innovation and technological breakthroughs contributing to the advancement of low carbon emissions via sustainable farming -
Trust & Verify your Grassfed Whey Brand
This is not just lip service, we are proud to have our Grass-fed Whey product Certified by Informed Choice & Informed Sport, our farms Animal Welfare Approved by A Greener World, and lastly for our entire supply chain from farm to final product (Ireland) to be recognized as Carbon Trust Certified by The Carbon Trust Standard for Carbon.
Ireland's Carbon Trust Certification
The basis of the certification is straight forward. In the world rankings of dairy farm carbon emissions, Ireland (the origin of the best grassfed whey or dairy in the world), is among the lowest carbon emitters. Sustainable farming practices coupled with a lush environment, that would literally engulf the entire island in overgrowth if the dairy cows weren’t there serving as the nation’s natural hedge trimmers, allows the Irish diary carbon footprint to come in at less than half the global average per country.
Did you know: Kerrygold Irish Butter dates back 6,000 years and to date still holds the title, as "Best Butter on the Planet". This is due to Ireland being recognized as having the world's best grass-growing environment which over the years has elevated Ireland as the "Best Grassfed Dairy Producer in the World".
Grassfed Whey Sourced in the USA & New Zealand
Operations that exist in the U.S. and other countries such as New Zealand (world’s largest exporter of dairy products) have been backed into a corner by big agribusiness. As long as there exists CAFOs (Concentrated Animal Feeding Operations) or factory farms, the goal of being a net carbon neutral dairy industry remains a far-fetched dream. This matters to you because if given the choice, we believe that the conscientious consumer, if not tricked into supporting the CAFO model through purchasing a product on the basis of a fraudulent “Grassfed”, "pasture-fed", '100% Grassfed", or “Free Roaming” type label claim, would consciously choose a more progressive sustainable practice for sourcing nutrition.
CAFOs (Concentrated Animal Feeding Operations -
Unfortunately, 99% of the whey protein brands you see in plastic tubs anywhere and everywhere have origins in feed lots all across the country and globe. These CAFOs are a massive carbon & methane emitters, require immense power generation, and produce unfathomable quantities of highly contaminated run off water, representing the trifecta of environmental damage not to mention animal abuse.
We believe the current paradigm of CAFOs is wildly unsustainable in the long haul and will ultimately become a historic outdated practice naturally. The real power to stop these operations right now, lays solely with the collective purchasing power of the “informed” consumer, and the choice to verify being the first step of trusting the sourcing brand and their labels.
Truly Grassfed Whey Sourced the Right Whey is not only the best for our nutrition, it's also the best for our animals & environment! Support the Carbon Trust and aim for Net ZERO Carbon Emissions.
Carbon Trust Certification Takeaways
In short, the Carbon Trust helps private and public sector industry adopt more sustainable, low-carbon operational models by providing the tools and techniques to measure, and then certify, the footprints of organizations, their supply-chains, products, and services to a recognized global standard.
The Carbon Trust provides independent verification and certifications in the arena of sustainability. By recognizing achievements and improvements in industry practices that positively impact the environment, the Carbon Trust movement has risen to the forefront in providing assurance services to products like our Grassfed Whey Protein. By sourcing our product from farms on the south eastern coastal grasslands of Ireland (Carbon Trust Certified) we are proud to promote being part of the lowest carbon emitting sustainable farming operations & country in the world!
AGN Roots Grass-fed Whey contributes to the demand of sustained low carbon emissions simply through supporting farms that live and breathe with their animals, treating them with respect and allowing them unfettered access to the outdoors and each other.
When Grass fed cows live outdoors year-round (with few exceptions such as inclement weather) there is simply no need for the excessive emissions associated with powering heaters, fans, air conditioning units, diesel generators, etc... To be fair, we recognize that the natural lush and alkaline (sits on limestone) environment endemic to the Irish farmland where we source our whey occurs naturally in very few places worldwide. That without such natural abundance of immense grasslands capable of converting vast quantities of carbon dioxide, the challenge of working towards a net neutral carbon emissions operation becomes a daunting task. Daunting, Yes, but impossible, absolutely not. To learn more about the sourcing environment of the best unflavored grass fed whey protein isolate please check out - The Perfect Grassfed Diary Environment
Imagine if only the truly Grassfed operations were allowed to market as such, the demand of these products would then drive the creation of real supplies to quench the economic thirst. Effort backed by tremendous investment would go into overcoming the tasks of eliminating CAFOs globally and working towards technological breakthroughs allowing sustainable Carbon Trust Certifiable operations to occur anywhere, not just the Fertile Crescent of the present we call "Ireland".
~ AGN Roots Grassfed Whey Team