The UK needs more 100% grass-fed beef and lamb to meet growing demand from consumers. The Pasture-Fed Livestock Association encourages farmers to kick the ‘grain habit’ and finish animals off grazed grass and conserved forage crops, but many are put off by a perceived lack of financial returns. Today we launch a new booklet highlighting the positive economics of some of our members, to show how economically viable this way of farming can really be.