The World Wildlife Fund and FrieslandCampina, one of the world’s largest dairy companies, joined forces to market “meadow-bird friendly milk.” It started as a pilot project with six farmers in Friesland who wanted to take meadow birds into account when operating their farms. WWF helped define criteria to determine what makes a farm meadow-bird friendly, and farmers who met these criteria were awarded a bonus paid for by a FrieslandCampina sustainability fund. Rabobank participated as well by offering farmers discount on finance expenses.
