Zürich-based grocer Migros has announced that it will only sell Swiss beef, veal, pork and chicken in its restaurants from 2015.
The commitment, which comes as the latest update to its 'Generation M' sustainability program, will not just be introduced in Migros restaurants for larger meat items, 'but also for ingredients of salads, sauces and fillings', Migros said.
According to the retailer, the 'big challenge' will be the conversion of chicken meat.
The retailer also announced its efforts to ensure that by 2020 all animal products sourced from abroad meet Swiss animal standards.
According to Migros, beef, veal and pork already are mainly of Swiss origin, while efforts to implement sourcing of 'turkey, rabbit and horsemeat' are already underway.
Migros' Generation M sustainability programme was launched a year and a half ago by the retailer and includes some 54 objectives.
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney
