The KRAV-label represents environmental quality, good animal welfare, good health and social responsibility.
The KRAV standards are oriented towards sustainable production. Therefore, methods of chemical pest control, artificial fertilizers and genetically modified organisms (GMOs) may not be used. Not using methods of chemical pest control contributes to increasing biological diversity.
A balance between animal husbandry and cultivation of crops is important. Therefore, as much of the animal’s fodder as possible should be produced locally. Nutrients can then circulate in an ecological cycle on the farm and an appropriate amount of manure be produced to spread on the fields.
The precautionary principle is also applied to the food itself. The few additives allowed by KRAV may only be used after testing.
It is also important how animals live. They must be able to graze and behave as natural as possible. An example of this is that pigs must be able to be outside year round. They can graze, grub and take a mud bath. Chickens must also be able to be outside, and be able to eat vegetation and peck for worms in the summer half of the year.
Health is about physical, mental and social well-being. Good health requires a good environment. For farmers there is the immediate advantage of not having to deal with hazardous chemical pesticides. As well, by eating KRAV labelled food there can be a greater feeling of well-being knowing that something good is being done for the environment.
KRAV certified production can lose its approval if the conditions of the workers and social conditions at the production location are deficient. In the South, many agricultural workers are injured by the large amount of hazardous chemical pesticides used in the cultivation of export crops. Organic growers do not take that risk.