From Pasture to Pasteurized: Organic Valley Adds Fat-Free Grass-Fed Milk

Organic Valley, the international organic co-op that counts more than 1,800 member farmers in the U.S., Canada, Australia and the U.K., has added a fat-free option to its Grassmilk line.

Grassmilk products are made from third-party-certified grass-fed cows. Cows graze in pastures for at least 150 days per year and are fed grass and other "dried forages" the rest of the year, according to an Organic Valley news release. Because the cows aren't fed grain, Grassmilk "features the subtle seasonal flavors of the pastures that consumers are looking for in a grass-fed product," the company states. Fat Free Grassmilk has a suggested retail price of $5.99 for a half-gallon.

Organic Valley's Grassmilk was originally available only in whole milk. The addition of the fat-free option is meant to appeal to organic-conscious consumers curious about grass-fed milk but who seek lower-fat options, as well as those who might buy grass-fed whole milk for some members of their households or for use on some occasions but who also purchase low-fat or fat-free milk for themselves or their families.

Organic Valley cites research from organics- and specialty-foods market intelligence company SPINS finding a three-year compound annual growth rate of 27% for grass-fed milk. 

Among other players in the grass-fed milk space are Danone-owned Horizon Organic, which offers whole and reduced-fat (2%) grass-fed milk options.