Lidl Denmark has announced that it is to introduce an animal welfare label to its fresh chicken offering from the beginning of March.
All fresh chicken sold in the retailer's refrigeration counters will bear the Bedre Dyrevelfærd (Better Animal Welfare) label.
The move will ensure that chickens induced to grow faster for commercial purposes are eliminated from its supply chain.
The measure will contribute to the welfare of around 3.5 million birds annually by allowing them to mature at a slower pace, with more space and better living conditions.
A Historical Advancement
Commenting on the move, Thorbjørn Schiønning, communications and campaign manager of the Danish animal rights organisation, Anima, said, "The extremely poor conditions of conventional chickens cannot be questioned. That is why I see Lidl's decision as nothing less than a historical advancement in animal welfare.
"Consumers have already clearly said no to caged eggs, and overgrown industrial chicken will be the next. Any retail chain that wants to secure its customer support in the future should act like Lidl."
The three-level Bedre Dyrevelfærd label is based on standards that exceed the requirements of Danish and European legislation, Lidl said in its statement.
It awards up to three 'hearts' based on several factors including more space, access to organic feed and outdoor space, and less transport.
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.