Aldi Debuts ‘Fair & Gut’ Animal Welfare Private Brand

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.”

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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.