New welfare logo perceived to be a success
The introduction of a new welfare logo for fresh pork is perceived to be a success. According to Danish Crown 25% of its fresh pork currently sold in Denmark carries the new welfare label. The scheme was launched in Denmark three months ago and groups meat into three categories symbolised by hearts, one heart indicates that the basic requirements of the label have been met – that free-range sows with curly tails benefit from more space and fresh straw. For two hearts, these basic requirements are combined with more space for pigs. And to receive three hearts, pigs should not only have more space, but also access to outdoor areas. The welfare label is called ‘Bedre Dyrevelfaerd’ (‘Better Animal Welfare’) and was set up in the summer of 2017 with backing of the Danish government, the Dansk Supermarked Group and others in the retail sector.
Retailer Dansk Supermarked Group is one of the drivers behind the new label. The company owns the Føtex, Bilka, Salling and Netto supermarkets. The group reported significantly increased demand for pork produced with higher welfare standards and hopes the trend will continue. Not all Danish supermarkets decided to join the scheme, due to differences of opinion. Supermarket chain Coop, the Danish animal welfare society Dyrenes Beskyttelse and the Danish Consumer Council criticised the voluntary label for misleading consumers. In response to the project, Coop launched its own welfare label.