Label Demand weakens
It would be a considerable damper on the label introduced for pigs in 2017. Retailers, the media and consumers had received the label very positively right from the start. In food retailing, certified meat products had already accounted for a quarter of the product range within six months.
LabelThe label is developed by the Danish Veterinary and Food Administration in collaboration with relevant stakeholders throughout the entire commercial food train: The Organisation for cooperation of animal welfare groups (DOSO), the Danish Veterinary Association, the Danish Agriculture & Food Council, DI food, DanHatch Danish Crown, Danpo, Tulip, Danske Slagtermestre (the Danish butchers association) and retail businesses Salling Group (Bilka, Føtex og Netto), De Samvirkende Købmænd (including MENY, Rema1000, KIWI and Spar) and Lidl and Aldi).
The Danish Agricultural Association (L&F) was disappointed by this development and held consumers responsible. Although customers have asked for continual improvements in animal husbandry conditions in surveys, they do not seem to be prepared to support this to the extent necessary with their purchasing behaviour.