THE PFS STANDARD
Evidence before adjectives.
The PFS Standard is a practical way of looking at what belongs in the house: selection, craft, provenance and evidence.
FOUR PILLARS
Not everything deserves the PFS name.
Selection is the first filter. We begin with whether an ingredient or provision is worth presenting at all. The house should become known for what it leaves out as much as what it includes.
Craft is explained, not romanticised. Where a traditional method matters to the product, we describe what is actually done and why it matters.
Provenance should be traceable. We aim to communicate where a product begins, how it moves through its process and who stands behind its production, subject to legitimate confidentiality.
Evidence comes before marketing language. Product claims should be specific, supportable and appropriate to the finished food.
QUESTIONS WORTH ASKING
The Standard, plainly.
How is Bilona ghee traditionally made?
Traditionally, milk is converted to curd, the curd is churned to separate butter, and the butter is heated to produce ghee. The exact production method should be stated by the producer rather than assumed from the word Bilona.
Does A2 ghee contain A2 protein?
Ghee is clarified butterfat and the finished product contains very little to no meaningful milk protein. A2 refers to a beta-casein type in milk, so it should not be represented as a significant protein component of the finished ghee.
What does traditionally churned mean?
It describes a process in which curd is churned to obtain butter before clarification into ghee, rather than starting from cream as in common industrial butter-making routes.
What does PFS verify?
At launch, PFS should publish only claims and specifications that can be supported by its production and compliance records. No rating, testimonial, certification or celebrity-use claim should be invented.