Natural grasslands currently cover only 0.9% of Latvia’s territory, whereas a hundred years ago they made up around 30% of the country. In order for natural grasslands to continue to exist, they must be managed – through mowing or grazing. The brand and label “Grassland Product” were created to increase the visibility of such products, as well as to support and motivate producers who maintain and care for natural grasslands. Their development was part of the large-scale “LatViaNature” project, one of whose goals is to create innovative tools for engaging entrepreneurs in biodiversity conservation.
“Over the past two years, we have achieved a great deal – we have established a reliable system for awarding the label, brought together a strong group of grassland product producers who have also become our best ambassadors, encouraged the creation of new grassland-based products, and introduced the label to the public at markets, events, schools, and elsewhere. We are pleased that the further development of the label will now be continued by the Latvian Rural Advisory and Training Centre, thus providing Latvian farmers with a new opportunity to increase the added value of their products,” says Inga Muižniece, representative of the Latvian Fund for Nature and head of the development of the “Grassland Product” label.
The label has currently been awarded to 41 producers, offering more than 400 different grassland-related products and services.
At present, the label is used by 17 tourism providers, 12 beef producers, 9 producers of meadow herb teas, and 7 cosmetics manufacturers, as well as producers of lamb, sheep’s wool, honey, and other products. The range of grassland products also includes items such as natural grassland plant seeds, meadow sorbet, and ceramics.
“It is important for us to farm in a nature-friendly way. Our cattle graze in natural grasslands, helping to maintain biodiversity. The ‘‘Grassland Product’’ label on our products assures customers that by choosing them, they are not only purchasing high-quality food but also supporting nature conservation and sustainability,” says Artūrs Vīgants, representative of the beef cattle farm “NEGANTIgardi” and a user of the label.
The Latvian Rural Advisory and Training Centre is a partner of the Latvian Fund for Nature in the “LatViaNature” project and will henceforth be responsible for the development of the “Grassland Product” brand, maintaining the community of producers, and ensuring communication and visibility of the label. Meanwhile, the Latvian Fund for Nature will retain a supervisory role, including continuing the certification of producers to ensure the continuity of the brand’s core values and quality standards.
“Managers of natural grasslands are the guardians of our rural wealth – they care for the environment while creating products that embody the taste and beauty of Latvia’s nature. The Latvian Rural Advisory and Training Centre is pleased to continue developing the ‘Grassland Product’ label, as it brings together two values that are important to us – local production and biodiversity conservation. Our task is to help producers develop businesses that are both economically viable and environmentally friendly. The label helps entrepreneurs strengthen their position in the market by demonstrating that high-quality, sustainable, and nature-based business is the way forward, while highlighting their work and the added value created through grassland management,” emphasizes Agnese Radžele-Šulce, Director of Strategy and Business Development at LLKC.
Ieva Saleniece, Nature Conservation Agency, Project Manager of “LatViaNature”: “The ‘‘Grassland Product’’ label is a very important initiative – it fulfills three objectives at once – linking business with nature conservation, thereby motivating meadow managers, promotes the management of natural meadows, which is necessary for their conservation, and raises public awareness of the importance of natural meadows and their management for Latvia’s biodiversity. The transfer of the brand to LLKC is a sustainable step toward further developing the brand created in the “LatViaNature” project and the significant work accomplished, alongside LLKC-maintained brands such as “Novada garša”.”
The project “Optimization of Management and Governance of Natura 2000 Protected Areas” (LIFE19IPE/LV/000010 LIFE-IP LatViaNature) is implemented with financial support from the European Union LIFE Programme and the Ministry of Smart Administration and Regional Development.
Information prepared by the Latvian Fund for Nature.
