Dutch retailer Jumbo has announced plans to switch entirely to free-range chicken with the 1 star 'Beter Leven' quality mark by 2023.
By collaborating with suppliers offering the Nieuwe Standaard Kip (NSK or New Standard Chicken), Jumbo has laid a strong foundation for a relatively easy transition to the requirements of this well-known quality mark.
Since 2014, NSK has been considered an animal-friendly alternative to the so-called floppy chicken.
Jumbo has been exclusively offering fresh chicken products from Jumbo Nieuwe Standaard Kip (NSK) since 2014.
The living conditions of NSK chickens are considerably better than those of the regular chicken, with NSK a slow-growing breed that lives longer, gains less weight, and has more living space.
Olaf de Boer, director of Commerce Jumbo, said, "The transition to the Beter Leven quality mark for our full range of chicken is a logical next step for us. All pre-cut chicken meat products from the Jumbo house brand have at least 1 star Beter Leven since this month. Almost half of our private label products containing chicken have now been awarded the Beter Leven quality mark."
De Boer added that "animal welfare is an important pillar" of the company's sustainability policy.
"Together with all our customers, we believe it is important that the animals from which our eggs and meat and dairy products come have or have had a good life," he added.
Better Quality Of Life
In addition, the NSK chickens receive natural daylight, which ensures a more natural day and night rhythm.
Compared to regular chicken in other Dutch supermarkets, NSK comes closest to 1 star Beter Leven quality mark.
Over the years, the living conditions for NSK chickens have further improved, with Jumbo being the first retailer to give chickens feed and water as soon as they were born.
Poultry farmer Ruurd Abma has been involved in developing the Jumbo New Standard Chicken since the beginning and is looking forward to the new phase.
"In recent years, we have already achieved a lot in improving the welfare of our chickens. The extra step we are now taking will provide even more living space and access to the outside," Abma said and added, "We are now preparing this together with Jumbo. It is a good prospect that we can further improve the living conditions of these animals."
© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Conor Farrelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.