Aldi launches a brand based on animal welfare standards
Aldi Nord and Aldi Sud, the two German retailers, are launching a new private-label brand dedicated to the local markets in Bavaria, Hamburg and Berlin. Six poultry products will be launched under the label Fair&Gut, the meat being compliant with the animal welfare standards, reports ESM magazine.
More products will be added to the brand, according to officials from the company. The chicken breast, chicken thigh, and chopped chicken pieces currently sold under the Fait&Gut label are responding to animal welfare standards: larger spaces, providing straw, access to fresh air, and feeding without genetic modification.
"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.
The Fair&Gut brand could be a game changer for the farmers too, part of Aldi's initiative being referring to the support of producers who incur additional expenses from investing in animal-welfare standards. One of the trends recently developed within the German market is an increased demand for animal-welfare products, as well as a desire for transparency of origin.
(Photo source: Flickr/Alan Stanton)
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