DENMARK

365Discount and Danish Crown will increase the appetite for better animal welfare

An attractive price must make consumers choose better animal welfare when they stand at the refrigerated counter in 365discount. Danish Crown is therefore launching a new 2-heart product series under the name Danske Egnsgårde ( Danish Regional Farm) with seven varieties of pork and veal.

Posted on Mar 04 ,00:05

365Discount and Danish Crown will increase the appetite for better animal welfare

The interest in buying products with better animal welfare is absolutely present among younger consumers and families with children. Danish Crown's research shows this, but unfortunately the price often becomes a stumbling block at the fridge counter. Danish Crown and 365discount will now remove this with the new 2-heart product series Danske Egnsgårde, which gives consumers the opportunity to choose meat with better animal welfare at a sharp price.

"It is absolutely crucial for us that our customers dare to take an active part in the work to improve animal welfare. Both 365discount and we at Danish Crown see great potential, because with the new series we now both get increased attention to animal welfare, and the price at the same time is at a level where most consumers can participate", says sales director for the Danish market in Danish Crown, Peter Bendixen.

At 365discount, the launch is an important step in being able to offer consumers a wider selection of products where something extra has been done for animal welfare.

"What is absolutely crucial for us is that we now provide consumers with better animal welfare at a price where everyone can participate. At the same time, we have chosen to make an investment in the fact that the price should not be the barrier to choosing better animal welfare and are going wide with the concept in all our up to 370 365discount stores", says Susanne Hegnbo, commercial director at 365discount.

Danske Egnsgårde comes from farmers who, over a number of years, have supplied pigs and calves to Danish Crown with two hearts in the state animal welfare scheme.

"Consumers continue to make higher demands, and we as producers naturally follow up on that demand. I am proud of our work with animal welfare, and therefore I am happy that it is being supported with a concept like Danske Egnsgårde, where consumers can buy our 2-heart products at an attractive price, so that we can jointly improve animal welfare", says Kristian Sørensen, who is a shareholder in Danish Crown and supplies two-heart calves to, among other things, the Danske Egnsgårde concept.

In Danish Crown, Peter Bendixen is happy that 365discount has been a committed player in the development of Danske Egnsgårde, and precisely for this reason he believes that the concept in a very competitive market.

"With the Danske Egnsgårde concept, quality and better animal welfare are combined in an attempt to make it easier for consumers to choose meat with higher animal welfare when they stand at the refrigerated counter. The concept is tailored for 365discount, who have been really active in helping to create a unique product", says Peter Bendixen.

The concept can be found in all 365discounts stores from the beginning of March, where the range will consist of five varieties of two-heart pork. During the spring, concepts are expanded with two products of two-heart, Danish veal.

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