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Private Label

Aldi Launches Animal-Welfare Brand In Germany

German discounters Aldi Nord and Aldi Süd are launching a new private-label brand, Fair & Gut, which offers meat that has been produced according to high animal-welfare standards.

Starting this week, the two retailers will initially offer a total of six poultry products under this brand in stores in Bavaria, Hamburg and Berlin. This includes chicken breast, chicken thigh, and chopped chicken pieces, but Aldi says that it plans to gradually introduce more products into the range.

Animal Welfare

The animal-welfare criteria that the new Fair & Gut range adheres to include giving animals more space, providing straw, access to fresh air, and feeding without genetic modification.

The retailers say that, as part of this initiative, they will support farmers who incur additional expenses from investing in animal-welfare standards.

“With Fair & Gut, we want to offer our customers, who value high animal welfare, an additional option between conventional and organic products in the fresh-meat assortment, at a fair price,” said Philipp Skorning, deputy general manager for corporate responsibility at Aldi Süd.

“With this, we are consistently pursuing our goal of providing more animal welfare in the long term,” added Skorning.

Rayk Mende, managing director of corporate responsibility at Aldi Nord, added that the company is seeing “an increasing demand for animal-welfare products, as well as a desire for transparency of origin”.

© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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