Grassfed Alliance recently embarked on a market research project to reveal what consumers, retail buyers and others find most important when choosing grassfed and regenerative products. The goal of the research was to help farmers, ranchers and brands understand which parts of the complex story of regenerative agriculture resonate most deeply. This research was completed in the fall of 2020.

To see the results of this research, and hear about Grassfed Alliance’s plans to utilize them, please contact James O’Donnell at


As the Grassfed Consumer Insights Study confirmed, most people are confused about grassfed. That’s why the GFA is launching a pilot trade promotion project focused on messaging the most compelling benefits of grassfed.

In partnership with a leading marketing firm, the GFA is designing a Grassfed Promotion Toolkit for brands and producers that will include guidance on design, messaging, and digital marketing strategy. We will launch the pilot with two leading domestic grassfed brands as well two independent producers, who will run the promotion at prominent retailers. The GFA will measure and share the results of the pilot promotion along with the Grassfed Promotion Toolkit to support brands and producers across the US.