Our customers have told us that animal welfare and greater supply chain transparency are important to them. According to our research 71% have said that they want retailers to be more transparent with the information displayed on packaging. This is why we are providing more information on how our animals are reared (i.e. in what type of farming system they live in), and how these impact their welfare, through our new method of production label.
Our label, which is being trialled on all of our fresh chicken products nationwide from June 2019, is attached directly to our fresh chicken product packaging and displays a simple but descriptive message to help our customers to make a more informed purchasing decision about the product they are buying. Our label clearly explains the method of production used by our farmers to rear the animals we sell, whether that be an indoor or an outdoor farming system for example.
Working with our trusted partners, such as the Red Tractor and the RSPCA Assured, our customers can be reassured that the emotional and behavioural wellbeing of the animals in our supply chain are being measured, assessed and improved, regardless of the type of production system being used by our farmers. It is important that we work with a range of production systems to meet our vision of ‘making good food accessible to everyone’.
In response to the new label, Sophie Elwes, Senior Scientific Officer for Farm Animals at the RSPCA, commented:
“We are delighted Lidl are taking this step to ensure that labels on their fresh chicken clearly shows the method of production and we applaud them for being the first retailer in Britain to voluntarily do this on chicken.”