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Sales of milk brands labelled as from cows that have been out on pasture increased by 34% to 50m litres in the first 8mths of 2017, according to ZMB. Sales of organic milk were up 8.6% to 182.7m litres while sales of conventional liquid milk were down 5.3% to 2.3bn litres. The label ‘Pro Weideland’, introduced 6mths ago, grew by 30% between June and September; the standard is relatively strict as cows have to be out for 120 days a year for at least 6hrs a day.