Mountain products are generally considered by consumers to be very tasty, but the general public is not necessarily aware of their sustainability. Yet mountain farming provides many ecosystem services, including for protection of biodiversity.
Austrian and German hay milk producers decided to promote the sustainability of haymilk through a communication campaign funded by the 2021 European calls for proposals for the promotion of agri-food products, under the call dedicated to sustainable products. Created in 2021, they come in addition to older calls focusing on quality schemes and allow to emphasise not only the quality of the product, but also its sustainability. In the context of the climate challenges and increased consumer demand for sustainable products, it is valuable to make consumers aware of the benefits of mountain livestock farming for biodiversity and climate protection.
More details on the communication actions carried out in the campaign can be found in our good practice.14 February 2023