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VPA: Transparency in Grass-Fed Labels
It’s been brought to our attention that whilst the majority of our suppliers of protein powder now make grass-fed claims, there are huge haps in transparency when substantiated with limited documentation. As a result, we have chosen to remove all grass-fed claims across our protein products.
Why is this possible?
The industry standard for grass fed claims is not consistent across countries as we found many suppliers in the US provide supplementary feed during winter months, where grass-only diet may be difficult, yet still claim grass-fed status for their supply. This is consistent with other suppliers in the EU as well.
Due to the size of the VPA business, we are no longer able to source all of our protein needs from one supplier based on demand as well as contracted pricing. In light of this, we refuse to mislead the public to it.
It’s been brought to our attention that whilst the majority of our suppliers of protein powder now make grass-fed claims, there are huge haps in transparency when substantiated with limited documentation. As a result, we have chosen to remove all grass-fed claims across our protein products.
Why is this possible?
The industry standard for grass fed claims is not consistent across countries as we found many suppliers in the US provide supplementary feed during winter months, where grass-only diet may be difficult, yet still claim grass-fed status for their supply. This is consistent with other suppliers in the EU as well.
Due to the size of the VPA business, we are no longer able to source all of our protein needs from one supplier based on demand as well as contracted pricing. In light of this, we refuse to mislead the public to it.
What does this mean?
Whilst our suppliers all maintain that their cattle are predominantly grass-fed, the status of 100% grass fed in our eyes is unachievable and/or misleading to the market, and something we do not wish to participate in.
Will there be any changes in the pricing or formulation of your protein powder following this update?
No, the removal of the grass-fed claim does not result in any changes to the pricing or formulation of our protein powder. Our commitment to offering a high-quality product at a fair value remains unchanged.
How can we be assured of the quality of your protein powder without the grass-fed claim?
Our commitment to quality remains unwavering. We continue to implement rigorous quality assurance measures, including thorough testing to ensure the consistency and excellence of our protein products.
Our third party lab testing can be found here.
What does this mean?
Whilst our suppliers all maintain that their cattle are predominantly grass-fed, the status of 100% grass fed in our eyes is unachievable and/or misleading to the market, and something we do not wish to participate in.
Will there be any changes in the pricing or formulation of your protein powder following this update?
No, the removal of the grass-fed claim does not result in any changes to the pricing or formulation of our protein powder. Our commitment to offering a high-quality product at a fair value remains unchanged.
How can we be assured of the quality of your protein powder without the grass-fed claim?
Our commitment to quality remains unwavering. We continue to implement rigorous quality assurance measures, including thorough testing to ensure the consistency and excellence of our protein products.
Our third party lab testing can be found here.