Discount retailer Lidl Belgium has announced that it plans to sell only sustainable pork, bred under the 'Better Life' programme.
According to the retailer's new animal-welfare policy, pigs can have more space and play, and exercise their natural behaviour. In addition, antibiotics are only given when the animals are sick.
“We are the first Belgian retailer that sells more sustainable pork," said Jeroen Bal, purchasing and marketing director for Lidl Belgium.
"This is a big step for us. We expect an annual growth of 10% between now and 2020, involving sustainable products.”
Lidl will provide farmers with a fixed fee, which is not subject to the fluctuant prices of the market, to help them implement these standards. In return, the farmers will have a certainty of sales by breeding meat exclusively for Lidl.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Francesca Volpe. Click subscribe to sign up to ESM: The European Supermarket Magazine.
