Discounter Aldi Süd has announced that it is entering a partnership with Neuland and Fairfarm, two major animal welfare organisations in Germany.
In cooperation with both groups, Aldi Süd will extend its range of private label fresh meat products under the 'Fair & Gut' (Fair & Good) brand.
The new range of products will go on sale from 27 August 2018 in selected stores, initially featuring pork products, followed by other meat products.
Martin Steinmann, farmer and board member of the Neuland organisation, explained that the partnership is a opportunity to sell product more respectful of animal welfare to a larger audience, "For 30 years Neuland has stood for a more animal-friendly attitude in rural structures. We want to offer our high standard to a wider consumer group."
Rayk Mende, managing director of corporate responsibility at Aldi said that the retailer wants to offer a wider range of options to consumers which boast "high animal welfare credentials".
The pork products that will be sold under the Fair & Gut brand and marked with the Neuland logo will have to comply with a certain number or criteria, such as offering livestock 'twice as much space as required by law', or ensuring that animals are fed with 'exclusively domestic feed or from neighbouring regions'.
Other products sold under the brand will bear the logo of Fairfarm and will also have to meet some of the same criteria, such as ensuring that 'no use of genetically modified feed [is used] during fattening'.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Matthieu Chassain. Click subscribe to sign up to ESM: European Supermarket Magazine.