Published 09/10/2012

Ben & Jerry's new ice-cream is helping to promote an initiative that improves the lives of Europe's dairy cows.

The ice-cream 'Cow Power' was launched with a twitter campaign asking workers in London to tweet the pledge 'I believe all cows should be happy cows' between nine and four o'clock on Thursday (4th October). The company that posted the largest number and most interesting tweets were rewarded with a visit from the Ben & Jerry's milk float - and a feast of free Cow Power ice-cream delivered to their desks.

Ben & Jerry's has created 'Cow Power' to support a joint campaign with Compassion and WSPA, calling for an EU directive to ensure welfare standards for 23 million dairy cows across Europe.

Whilst legislation exists to protect the welfare of pigs, laying hens and meat chickens, there are currently no specific rules to guarantee basic welfare standards for dairy cows across the EU's 27 member states.

The Supporting Better Dairy campaign is asking for consistent standards across housing, feeding, health and appropriate behaviour. Research has highlighted huge differences in conditions for dairy cows in the EU and uncovered health problems, poor diet and lack of access to pasture.

Health problems include lameness, mastitis, infertility and low life expectancy. Issues with housing include poor physical condition due to cramped or badly designed housing and lack of access to adequate pasture means cows are unable to express some natural behaviours.

We believe all cows should be free from illness, injury, undue stress and confinement.

You don't have to buy ice-cream to support the campaign. You can go to www.happycows.eu and pledge your support.