Lidl Commits to Animal Protection With Private Brand

Discount grocer Lidl has received an animal protection label ‘Für Mehr Tierschutz’ (for animals protection), for its private brand fresh milk in Germany. Lidl announced that through this collaboration its private brand milk would be the first regional dairy product to get the animal protection label from German Animal Protection Association.

Thomas Schröder, president of the German Animal Protection Association said that Lidl was their first partner to confirm the collaboration and this action would enable shoppers to buy products that honor animal welfare. The private label fresh milk launched in January 2017 is christened as Ein Gutes Stück Bayern, suggesting the place of its origin Bavaria.

Jan Bock, purchasing manager for Lidl Deutschland, added: “For us, acting responsibly towards people and the environment includes a greater effort towards the protection of animals. The ‘Ein Gutes Stück Bayern’ dairy products stand for animal welfare and sustainability and we are pleased that our efforts are now visible through the premium Tierschutz seal.”



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.