Conservation of genetic resources is important for future food and agriculture. A broad genetic basis ensures that future needs can be met, even in changed environmental circumstances. Genetic resources for food and agriculture include everything that humans need to ensure nutritional security – from soil micro-organisms through a range of crops to ecosystem management via grazing by large herbivores. This level of sustainability is important for the survival of future generations of humans. However, it is not just the humans of the future that can benefit. In many places where indigenous breeds and crops are still kept in a traditional way there are social and economic problems that need addressing. Even in more “developed” countries in Europe, rural disadvantage exists and recent pressure on the job market means that people are turning back to the land as a means of income. Marketing of indigenous breeds and crops can contribute to the solution of these problems by creating an income for rural areas. This income is of especial benefit to young people and to women. The label is registered with the European Trademark Office and identifies products and services provided by indigenous livestock and crops. The Heritaste® trademark was developed, within the framework of ELBARN, by SAVE Foundation to promote product marketing and as a general tool to support breeds and varieties.