German discounters Aldi Nord and Aldi Süd are introducing a new private brand, ‘Fair & Gut’, which offers meat produced according to high animal welfare standards. The two retailers will initially offer six chicken products (chicken thigh, chicken breast, and chicken pieces) in Bavaria, Hamburg and Berlin.
The animal welfare criteria that the new Fair & Gut brand 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 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. “With this, we are consistently pursuing our goal of providing more animal welfare in the long term.”
Rayk Mende, managing director of corporate responsibility at Aldi Nord, added that the company is seeing “an increasing demand for animal welfare products, as well as a desire for transparency of origin.”