Grassland Dairy Products launches Non-GMO Project Verified butter products

04 Aug 2017 --- Grassland Dairy Products, Inc. has launched Non-GMO Project Verified butter products for the dairy market. The company transitioned its flagship Grassland butter brand to rBST-free, and introduced a retail European-style butter and clarified butter.

“Butter is a very simple and natural product. Over the years, we witnessed a shift in consumers who want more accredited transparency in their food, we believe offering a Non-GMO Project Verified butter option would offer consumers more choices for their families. We source the cream for this product from American dairy farms who meet the Non-GMO Project standards,” Trevor Wuethrich, President of Grassland said. “These farms are also compliant with Validus Dairy Animal Welfare Review practices.” 

Speaking to FoodIngredientsFirst, Maureen Lee, Marketing and Communications Director at Grassland said: “We see today’s consumers of butter and dairy looking for fresh, clean and natural products.  No added hormones, humanely-raised and Non-GMO are all of the top trends related to dairy.  We also see consumers care about where their food comes from, and want to see products which are locally-sourced.”

“Consumers today look for clean products,” she explains. “A clean label fits butter perfectly as it’s comprised of simple ingredients: cream and salt (or natural flavorings if unsalted).”  

“The consumer wants to be able to understand what is in their food and be able to recognize the ingredients listed. In 2014, when medical studies began to emerge, showing butter is not as unhealthy as once thought; there was a great opportunity for dairy.  Margarine has a more complicated label, and the flavor profile cannot match butter.  Butter has a flavor profile which is unduplicated by other fats and oils.  In addition to clean products, consumers also look for great taste,” adds Lee. 

Taste is an important factor. Consumers mostly use butter as an addition to bread, vegetables, potatoes, etc. and the flavor of the butter will assist in translating the quality of the food. Grassland's Non-GMO Project butter is graded USDA AA, which means it was made with the highest quality cream, and graded on its flavor, body, color and salt content.  

“The stigma surrounding fat and butter seems to be dissipating,” notes Lee. “As mentioned, the medical studies emerging over the past couple of years have shown no significant evidence saturated fat increases the risk of cardiovascular disease. We can see the shift in consumer perception with the rise of butter consumption. About 10 years ago, the per capita consumption in the US was around 4.5lbs. Today, consumption is at 5.6lbs per capita.”  

“At the same time, margarine consumption is decreasing,” she adds. 

Grassland will offer the Non-GMO Project Verified butter in quarters for the retail market; and one-pound solids, 25kg bulk butter and anhydrous milk fat for foodservice and industrial customers.  

By Elizabeth Green