Ulrica Björnhag runs a unique and sustainable farm just south of Jönköping in southern Sweden, dedicated to raising retired dairy cows for meat. Her innovative approach gives a new lease of life to cows that have spent years producing milk, turning them into sources of high-quality, grass-fed meat.
“We run a retreat for dairy cows”, Ulrica explains. “They move to us, and we feed them only grass. They grow fat and make lovely meat”. This practice differs significantly from conventional meat production, as it utilises animals that have already contributed to milk production, providing an ethical and sustainable alternative to the typical beef industry.
Ulrica and her team started the business with a clear mission: to create a meat production system that respects the animals’ lifetime contribution while producing healthy, sustainable meat. “This is kind of a way of saying thank you for all they have delivered over time” she says, “but also of producing healthy, sustainable meat. We thought we could make a win-win with this: a win for the animals and a win for us with good, healthy meat”.
What sets Ulrica’s product apart is its focus on retired dairy cows, which are fed exclusively on grass, allowing them to develop muscle and fat naturally over time. Unlike some farmers who may process one or two animals sporadically, her farm maintains continuous production throughout the year, ensuring a consistent supply of high-quality meat that has become highly appreciated by local restaurants.
Despite her success, Ulrica has faced notable challenges as a female entrepreneur in a predominantly male farming sector. “Mainly, it’s men that have a farm and work like this”, she remarks. Additionally, she was not raised on a farm herself but transitioned into agriculture from a different profession, which initially raised doubts among her peers. “People have been suspicious, thinking that you cannot do this, mainly because they say that you cannot take an old dairy cow and transform her from giving milk to eating grass and growing fat. It’s not possible. But we have proven them wrong”.
Growth and expansion remain essential goals. Ulrica emphasises the need for more resources to further develop the farm, particularly to accommodate visitors and increase sales through the farm shop. Increasing public awareness about food origins and production methods is a key aspect of her business vision.
Networking and learning from others are also fundamental to Ulrica’s approach. She actively seeks connections with other producers and entrepreneurs, recognising the value of exchanging knowledge and skills to foster innovation. “More than ever, you need to do that to succeed”, she states. She highlights the importance of meeting female entrepreneurs and others working in different fields, as this diversity of ideas can inspire new solutions and improvements.
Ulrica credits the GRASS CEILING project with providing a safe environment to share experiences, challenges, and ideas with other women entrepreneurs in rural areas. “It has helped me to build a new network with other female entrepreneurs and discuss things that are issues for us or that we are trying to develop”, she explains. The project offers not just professional support but also a chance to relax and openly discuss business in a supportive community.
In Ulrica’s words, success in rural entrepreneurship is not only about the business itself but also about community, learning, and courage. Her work with retired dairy cows represents a thoughtful, sustainable model that honours the animals and connects consumers to the true origins of their food.