Campina - Two key initiatives strengthen Landliebe values
Published: June 12, 2007
Source : Campina
Landliebe, one of the best-loved, leading brands for dairy products in Germany, is launching two initiatives that will further strengthen the Landliebe brand values. The first involves the introduction of a cattle feed concept using indigenous feed only. This concept perfectly matches the Landliebe philosophy of an authentic dairy brand with a rural image and close attention to sustainability. The second initiative will make Landliebe milk available as school milk in a large number of German federal states. Both initiatives will start in September.
• Landliebe cattle feed concept
The Landliebe farmers grow grass and other feed crops, such as corn, in their own businesses. From September, the feed supplements they buy for their herds will consist solely of crops that have traditionally been grown in Germany. These feeds and raw materials for feed are also actually purchased in Germany or in other parts of Europe. Landliebe is the first German dairy brand to initiate feeding dairy herds with indigenous feed only.
This means that the part of the cattle feed for the Landliebe dairy herds that currently originates from outside Europe will be replaced by cattle feed originating from Germany or other parts of Europe. This will take place in close co-operation between the Landliebe dairy farmers, cattle feed companies and Landliebe. Specialised cattle feed experts will support the Landliebe farmers in North Rhine-Westphalia and Baden-Württemberg with the switch to the Landliebe cattle feed concept.
• Landliebe school milk
From September, Landliebe will also be available as school milk. The role of school milk as part of a natural and balanced diet for children is becoming increasingly important. This is why Landliebe has decided to make school milk available for millions of children in the federal states of North Rhine-Westphalia, Rhineland-Palatinate, Berlin, Brandenburg, Baden-Württemberg, Bavaria, Lower Saxony and Saxony. Because the Landliebe brand has a presence throughout Germany, the Campina dairy co-operative to which Landliebe belongs can supply school milk in more regions than in the past.
• In line with the Landliebe values
With these initiatives, Landliebe is showing its responsibility in relation to sustainability, naturalness and healthy nutrition. Landliebe is closely associated with German rural life and is natural, healthy and sustainable. Furthermore, Landliebe products have a pure, original flavour. Milk is milk and dairy is dairy, but Landliebe is different.
Close to the consumer
The Landliebe farmers live and work in rural areas: the Bergische Land, the Sauerland and Baden-Württemberg. They grow grass and other crops for their cows in their own businesses. Cattle feed comes only from Germany or other parts of Europe and consist of crops that have traditionally been grown in Germany. In this way, the farmers, the dairy herds and the cattle feed remain close to the consumer.
Natural and healthy
The cattle feed concept also emphasises the naturalness of Landliebe.
The high quality dairy products from Landliebe contain all the goodness and nutritious components of milk, such as proteins, minerals and vitamins. The excellent flavour of many Landliebe products is due to the natural fat content. In order to meet consumer requirements, however, Landliebe increasingly also supplies semi-skimmed products such as semi-skimmed milk and semi-skimmed fruit yoghurts. Through their school milk, many children in Germany can now also benefit from the natural nutrients of Landliebe.
Sustainable
The Landliebe cattle feed programme shows that Landliebe takes sustainability seriously. By working with crops grown only in Germany or the rest of Europe for Landliebe, Campina, the owner of the Landliebe brand, is taking a new step towards making cattle feed more sustainable. Campina was the first European international dairy company that decided, in 2006, to switch to the use of sustainably grown soy for cattle feed. With this initiative, Campina makes an important contribution to preserving the tropical rain forests. The Landliebe cattle feed rules out the use of non-indigenous, non-traditional feed and is based purely on local crops.
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