Partnership Vion collaborates with Dutch supermarket chain

by Editor fleischwirtschaft.com
Sunday, September 15, 2019
The selected pig farmers produce exclusively for PLUS and will act as ambassadors of Plus pork. Initially, 14 pig farmers will participate in the chain.
Photo: Vion
The selected pig farmers produce exclusively for PLUS and will act as ambassadors of Plus pork. Initially, 14 pig farmers will participate in the chain.

As of mid-October 2019, the Dutch supermarket chain Plus will start selling fresh and processed pork products from its own, transparent supply chain. The pork in this chain has one star within the Beter Leven label and is initially supplied by 14 Dutch pig farmers. The pork originates from Vion’s Good Farming Star concept, in which a customer-specific product flow is established for the supermarket chain.

Plus, Vion and the pig farmers will jointly work on the further development of this supply chain in terms of taste, animal welfare and sustainability, among other things. The meat processor is a supply chain partner in the development of this new transparent chain. The meat from this supply chain is processed at the Vion abattoir in Groenlo.

More and more consumers want to know where their pork comes from and consider it important that the animals have led a good life. By choosing its own private supply chain, the supermarket chain provides insight into the origin of its fresh and processed pork products. On the website, the 14 pig farmers are introduced extensively. It will also be visible at the pig farms that they supply to this supply chain.

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