The initial project dates back to 2003 (in the context of Leader+), when 8 farmers developed a quality programme for growing, feeding and breeding the typical “Alpine Grey” cattle. Following the decline of the milk market, the local farmers'' cooperative had the idea of extending the quality programme to the other steps of the production chain, in particular the processing of meat, and to make the new products organic. For this, the supported by the LAG Alta Val di Non got on board.

In light of need for adaptation to changing milk market conditions, the objective of this project is to create new, sustainable sources of income for local farmers and the community at large. To operationalize this objective, the project established the aim of producing high quality, organic meat products

The main activities undertaken were: to convert the farms and their production (milk and meat) into organic; and to establish specific rules to be respected for breeding and slaughtering the animals. Another key area of activity is the creation and support devoted to the new local branding initiative, the label “Laugenrind“ (“Laugen Beef“).