Denmark

1 million chicken trays with animal welfare label sold in Denmark

Animal welfare

Sales are well underway after launching the program six months ago, according to official data.

Posted on Nov 30 ,00:00

Six months later after the Danish government initiated the animal welfare label program for chicken products, sales of these items are well underway, according to official data. Sales figures show that consumers have already put more than 1 million trays with chicken fillets and thighs in the basket.
"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," says Jakob Ellemann-Jensen, Minister of Environment and Food.
The label has a logo consisting in 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.
Even if the figures are already higher than expected, the minister believes that the potential is even greater. "One million hills 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," added Jakob Ellemann-Jensen.
A recent survey shows that 70% of the respondents are willing 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.

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