Make Your Moove: A Clearer Standard for Grass-Fed Organic Dairy

Shoppers are reading dairy labels more closely than ever, and “grass-fed” is one of the claims they look for most. The challenge for retailers: in dairy, “grass-fed” has no enforced federal definition,¹ so two products with the same claim can mean very different things.

This season, IGA is teaming up with Organic Plus Trust (OPT) and its Make Your Moove campaign to help independent grocers understand certified grass-fed organic dairy, stock it with confidence, and connect it with the shoppers already looking for it.

Why shoppers are reaching for verified grass-fed dairy

The numbers point to a category with momentum:

• Organic dairy is growing fast. U.S. organic sales reached $76.6 billion in 2025, up 6.8%.²
• Grass-fed claims are outpacing the rest of dairy. According to SPINS data, dairy products with a grass-fed claim grew about 50% over the past year, compared with 34% for dairy without the claim.⁴
• Regulators are pointing toward third-party proof. USDA’s Food Safety and Inspection Service updated its labeling guideline in 2024 to strongly encourage third-party certification for animal-raising claims such as “grass-fed” on meat and poultry.⁵
• The seal moves shoppers. In a national survey of 1,004 organic and grass-fed dairy buyers, shoppers were 5x more likely to purchase after seeing the OPT label, and purchase intent for organic grass-fed dairy rose from 13% to 69% when the seal was present. ⁶
• At least 150 days per year on pasture during the grazing season
• At least 60% of dry matter intake from pasture during the grazing season
• No grain or grain by-products, including corn, soy, wheat, and distillers grains
• A published list of allowed and prohibited feedstuffs

For independent grocers, verified claims do double duty: they give shoppers a reason to trade up, and they give you a defensible standard behind what’s on your shelf.

Who is Organic Plus Trust?

Organic Plus Trust is a standard-setting body for grass-fed organic livestock across dairy and meat. Its standard is built directly on top of USDA Organic, so products carrying the OPT seal meet USDA Organic requirements plus a defined grass-fed standard, verified together.

Certification is carried out by National Organic Program–accredited certifiers, and it covers the full supply chain: farm, processing, and brand. Key requirements include:

Today, more than 550 farms across the United States supply OPT-certified brands.¹

Brands you may already carry

OPT certification is used by brands including Organic Valley, Maple Hill, Family Farmstead, Alexandre Family Farm, Lifeway, and Kriemhild Dairy Farms. Look for the OPT “Certified Grass-Fed Organic” seal next to the USDA Organic seal.

For many stores, this isn't a new set. It's a chance to call out products already on the shelf and give shoppers a clearer reason to choose them.

Coming up: Make Your Moove at IGA

Join the webinar on November 18. “Market Space in the Dairy Case” brings together OPT, FMI, Organic Valley, and consumer experts to discuss how shoppers perceive grass-fed claims, why so many assume “grass-fed” already comes with verification, and how certification changes what they buy. Register here.

Watch for Make Your Moove in the National Digital Ad. Starting November 18, Make Your Moove will be featured in co-branded placements on the IGA National Digital Ad across three two-week windows: November 18 – December 1, December 2 – 15, and December 30 – January 12. IGA will send shelf tags to stores to connect the digital ad to the dairy case.

Look for OPT in the Quarterly Marketing Kits. OPT will be featured in IGA’s Quarterly Marketing Kits. Stores that already receive the printed kits will get the OPT materials automatically. Digital files will be available to all stores for local printing and for use on websites, social media, and weekly circulars.

Now is a good time to review your grass-fed organic dairy set, check inventory on OPT-certified items, and get ready to meet demand.

Sources

1. Organic Plus Trust, program overview and Grass-Fed Organic Standards, MakeYourMoove.org
2. Organic Trade Association, 2026 Organic Market Report, via NCAT
3. Organic Trade Association, 2026 Organic Market Report, via Natural News Desk
4. SPINS, via New Hope Network, October 5, 2026
5. USDA FSIS, Guideline on Substantiating Animal-Raising or Environment-Related Labeling Claims (August 2024), via Hogan Lovells
6. OMI_Sales-Enablement-Toolkits_RetailerHandout