Aldi Sud and Aldi Nord, the two divisions of the discount retailer Aldi in Germany, have joined forces to launch a new private label brand of high-welfare fresh poultry called Fair & Gut (‘Fair & Good’).
The Fair & Gut brand is said to bring together a disparate range of welfare standards under a single umbrella. The range, which is described as being somewhere between traditional farming methods and organic agriculture in both price and welfare standards, promises a range of ethical benefits, including straw bedding, more space, access to fresh air and GM-free feed.
The Fair & Gut range, which includes products such as chicken breasts, escalopes and thighs, is initially being introduced in southern Bavaria as well as parts of Hamburg and Berlin.
Commenting on the brand launch, Philipp Skorning, head of quality control and corporate responsibility at Aldi Sud, said: “With Fair & Gut we wanted to provide our customers, who are increasingly concerned about animal welfare, an alternative fresh poultry offering that sits between conventional and organic standards, at a fair price. In this way we are taking another step towards fulfilling our objective to address animal welfare over the long term”.
Source: Aldi (via PressePortal)
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