1 million animal welfare labeled products sold in Denmark
Six months after the launching of the animal welfare label initiative, Danish consumers have already bought 1 million trays of chicken products wearing the one, two or three hearts inscription on the pack.
"I welcome the fact that many consumers choose the chicken that has had better animal welfare before it came to the refrigerated counter. Even though it may cost a few dollars extra. When farmers see that consumers are ready to pay, they have a good reason to turn up animal welfare. That's the whole idea behind our animal welfare brand.
One million trays are really a lot of chicken meat, but the assessment by both me and the industry is that more and more people are going to believe that the animal on the dinner table has had a good life. Therefore, I am also sure that even more in the future will go after the good animal welfare when they buy in", says Jakob Ellemann-Jensen, Minister of Environment and Food.
In a new consumer survey, about 70% answer that they are ready to pay a little extra if they are ensured that the chicken is bred with a focus on better animal welfare. The study also shows that just over half of consumers know the state animal welfare label.The meat can have either one, two or three hearts depending on the level of animal welfare. It is common for the three steps that the chicken comes from a breed that grows slower than conventional broilers, that it has more space, and that the trip to the slaughterhouse is short.
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