Coop Italia has launched a new campaign to promote the sale of meat and eggs from animals that have not been treated with antibiotics, the company has announced.
The campaign's aim is to raise awareness of, reduce, and where possible eliminate, the use of these antibiotics in the food supply chain.
Kicking-off in May, the operation involves 1,600 farms, from which Coop's private label meat brands are sourced.
Currently, 100% of Coop's 'Fior Fior' chickens are without antibiotics. From June, focus will be placed on red meat and around 10% of eggs (from 1.3 million hens grown without use of antibiotics.), followed by calves and pigs.
According to Coop Italia president Marco Pedroni, the initiative will lead to better products on the shelves, for the benefit of consumers.
Coop Italia’s initiative follows concerns raised by the World Health Organization as to the possible impact of said antibiotics on human health.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine