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.”