KRAV is Sweden’s most well-known sustainability label for food. KRAV is based on principles of organic farming with especially rigorous requirements on animal care, health, social responsibility and climate impact. The market for KRAV-labelled products makes up about 80 % of the total organic market in Sweden. We at KRAV have an ambitious goal. By the year 2020, we want 20 % of all food in Sweden being sold as KRAV-labelled.