Swiss retail group Migros has launched its long-awaited TerraSuisse-branded label, replacing the M-7 meat quality assurance scheme and its Integrated Production label.

Some 20,000 farmers are working with the co-operative to promote biodiversity by leaving fields unsprayed and planting poppies and cornflowers in meadowland to encourage larks or hares.

First announced last July, the label is being applied to ranges of meat, charcuterie, potatoes,  bread and patisserie.

The TerraSuisse marketing message is animal welfare for its butchery products, environmentally friendly cropping and minimum spraying.

The Sempach ornithological station is listed as a partner in the marketing campaign.

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