Danks Supermarked-owned chain Netto has announced the introduction of a new free-range line of organic chicken.
The 'Limfjord chickens' are also locally-sourced from within the country, and raised in accordance with animal welfare standards from Dyrenes Beskyttelse (Animal Protection), the oldest and largest animal welfare organisation in Denmark.
The retailer said shoppers are often concerned with the ecology of their food and the treatment of animals destined for the dinner plate.
"At Netto, we have a clear vision of a more organic Denmark", said Brian Seemann, country director of Netto.
"Organic products are produced with respect for nature and animals. We want to prove that you can get ecological food at a good price, when both producers and consumers feel they have made a good deal."
The organic chickens are raised in North Jutland, and transported to an abattoir that is only 25 minutes away, minimising stress on the animals. The stunning of the animals is done in 'the most humane way' seen in Denmark, Netto said.
"Consumers' focus on animal welfare is increasing rapidly, and we are very pleased that a nationwide chain such as Netto is at the forefront of this development, " according to Britta Riis, the director of Dyrenes Beskyttelse.
The chain has also recently introduced 150 organic products in its ØGO own-brand range.
Other retailers such as Tesco and Lidl UK have committed to similar animal welfare initiatives, such as sourcing battery-free eggs by 2025.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. To subscribe to ESM: The European Supermarket Magazine, click here.
