Atkins Ranch, a brand of premium, 100% grass-fed, 100% pasture-raised lamb, has undergone a brand refresh to better align its packaging design with its brand purpose and celebrate its New Zealand origins. The goal of the rebrand is to make lamb more visible to shoppers who are seeking meat raised with a high level of ethical standards and sustainable farming practices.

"Consumers are increasingly looking for grass-fed meat with the highest level of verified claims" said Atkins Ranch CEO, Pat Maher. "We're proud to have been the first lamb producer in the world to achieve Non-GMO Project verification, as well as being the first lamb producer globally to achieve Global Animal Partnership Step-4 accreditation."

Each element of the new brand look was specifically designed to help consumers better navigate their product options at the point of purchase. "The contemporary premium design reflects our key purpose – naturally raised lamb that tastes extraordinary" said Atkins Ranch Marketing Director, Jenny Stornetta.

Atkins Ranch continues to focus on farming and supply chain innovation. As a key member of Land to Market's Regenerative Leadership Council, Atkins Ranch was the first New Zealand meat company to commit to a full-scale program using regenerative farming methods with verified outcomes. "By farming regeneratively, we work with and change with the land we care for, to sequester carbon, improve water quality and biodiversity, enrich soils and leave natural systems stronger, healthier and more resilient than we found them. We believe that farming can, and should, be better for the land that we are guardians of, and for generations to come" said Maher. "We share our knowledge openly, hoping others will follow - and over the years we've taken every opportunity to set new standards and be judged against them."

Atkins Ranch lamb is available nationwide at Whole Foods Market and select premium grocery stores.

Source: Atkins Ranch