Discounter Aldi launch animal welfare brand
German discounters Aldi Nord and Aldi Süd are launching a new private label brand, 'Fair & Gut', which offers meat that has been produced according to high animal welfare standards. Starting this week, the two retailers will initially offer a total of six poultry products under this brand in its stores in Bavaria, Hamburg and Berlin.
This includes chicken breast, chicken thigh, and chopped chicken pieces, but Aldi says that it plans to gradually introduce more products into the range. The animal welfare criteria that the new Fair & Gut range adheres to include giving animals more space, providing straw, access to fresh air, and feeding without genetic modification.
The retailers say that as part of this initiative they will support farmers who incur additional expenses from investing in animal welfare standards. With Fair & Gut Aldi want to offer to customers, who value a high animal welfare, an additional option between conventional and organic products in the fresh meat assortment.
Aldi plan to consistently pursuing the goal of providing more animal welfare products in the long term.