Animal welfare

Dansk Supermarked Group is intent on improving animal welfare for farm animals. To ensure this, we have set ambitious targets to enable customers to actively choose animal welfare products and have entered into a long term partnership with the Danish Animal Welfare Society (in Danish: ‘Dyrenes Beskyttelse’).

With this partnership, we hope to inspire farmers, suppliers and customers to produce and choose more animal welfare products.

Dansk Supermarked Group phases out caged eggs

From 1. September 2016 føtex has stopped sales of caged eggs. Bilka and Netto follow in the course of next year. At the latest by the end of 2017 Dansk Supermarked Group has phased out all shell eggs from caged hens.

It is the ambition to improve animal welfare and visible evidence that consumers increasingly choose other types of eggs to buy, that the Group now puts turbo on the phasing-out of caged eggs.

føtex, Bilka and Netto have for several years been working to promote sales of organic eggs, barn and free-range eggs. Today the brands do not market eggs from caged hens at all. It has meant that sales of caged eggs  are halved in just three years, and today account for less than 25 per cent of the total egg sales in føtex, Bilka and Netto.

The phasing-out of caged eggs towards 2017 applies to:

  • shell eggs
  • pasteurized eggs
  • and quail eggs.

In addition, caged eggs are included in a wide range of products, and the phasing out of these eggs also begins now. Dansk Supermarked Group's ambition is to phase out the so-called hidden eggs from caged hens from own production and private labels by the end of 2019.

Timeline on our egg initiatives 

  • 2008: Dansk Supermarked Group is the first in Denmark to change the name of eggs from caged hens from 'fresh eggs' to 'caged eggs'
  • 2010: The sale of eggs from caged hens stops in Netto Germany
  • 2014: Dansk Supermarked Group initiates dialogue with producers about the phasing-out of caged eggs
  • 2014: føtex stops to market caged eggs 
  • 2014: føtex food stops the sale of caged eggs 
  • 2015: Bilka and Netto stop to market caged eggs
  • 2016: føtex and Salling stop the sale of caged eggs 1. September 2016
  • 2017: Bilka and Netto stop the sale of caged eggs
  • 2019: All 'hidden' eggs from caged hens are removed from Dansk Supermarked Groups own production and private labels.

The largest initiative in Danish retail on animal welfare

Our aim is to increase the availability of animal welfare products and to promote the highest levels of animal welfare by increasing sales by 500 million Danish kroner leading up to 2020. We believe that this aim will have a profound impact on both the demand and the development of animal welfare products in the future

Consumer interest is increasing

Among Danish consumers, there is an increasing demand for animal welfare products and a desire to know what kind of life the animals have had. With the initiative on animal welfare, Dansk Supermarked Group is seeking to create a wide assortment and more transparency by openly communicating the level of animal welfare on the products.

More animal welfare products on the market

The amount of animal welfare products on the market is limited. With our new initiative, we hope to inspire suppliers to consider animal welfare in their production so that more animal welfare products will become available to our customers. This will not only increase the assortment, but also contribute to lower prices for consumers.

On the animal welfare collaboration

  • Dansk Supermarked Group and The Danish Animal Welfare Society began in 2016 a collaboration to improve welfare among farm animals
  • Danish Super Market Group's goal is to increase the sale of animal welfare (open air production and organic) by 500 million in føtex, Bilka and Netto towards 2020
  • The ambitious goal means that Dansk Supermarked Group has a strong focus on finding, buying, raise awareness of and promote animal welfare products
  • The Danish Animal Welfare Society contributes with knowledge and advice to producers, who wish to change their production methods to an animal welfare production method.

The prestigious animal welfare label

‘Recommended by Danish Animal Welfare Society’ label meets the highest standards in animal welfare.

The label

Consumers can choose products with the highest level of animal welfare by looking for the ‘Recommended by Danish Animal Welfare Society’ label (in Danish: Anbefalet af Dyrenes Beskyttelse). Only products with this label meet the standards set by the Danish Animal Welfare Society.

Several products are already holding the label fx the beef sausages sold in our department store Salling’s food market, the Løgismose chicken sold in our Netto stores and 'Vi ælsker økologiske æg' sold in our largest stores.  More animal welfare products with the prestigious label will follow.  

Partnerships that make a difference

Dansk Supermarked Group is highly experienced in working with nongovernmental organisations such as the Danish Animal Welfare Society. To take one example, since 2013 we have been involved in a similar partnership with WWF to sell only sustainable fish and fish products.  

The state label for animal welfare

During 2016, a state label will be introduced to show the level of animal welfare in the production of pork products. Dansk Supermarked Group has played an active role in developing the state label as it will help raise the lower levels of animal welfare in particular. Indeed, it is precisely because we believe in promoting animal welfare on all levels that consumers will find products with this state label in our stores.

Former animal welfare initiatives at Dansk Supermarked Group

Animal welfare has been a focal point of the Group’s efforts for several yearsOver time, we have launched different initiatives to give consumers an opportunity to choose animal welfare.

A pig’s tale

The Salling pig is a free-range pig sold in our department store, Salling. The pig is the only pig in Denmark that is on grass all year. It lives in large meadow areas and is moved several times a year so it has constant access to fresh grass and plants.

30% more room for 30 years

The Antonius pig has been bred since 1986 in cooperation with Danish Crown. The pig has 30 percent more space than conventionally raised pigs and gets fresh rooting every day. In addition, the sows are untethered. It may be a small step for a single pig, but over the years it has been a successful stride forward in making the lower levels of animal welfare affordable to customers.

Telling it like it is – transparency and caged eggs

We were the first in Denmark to change the name of eggs produced by hens in cages from ‘fresh eggs’ to ‘caged eggs’ (in Danish: buræg). This was a step forward in our efforts to provide transparency. In addition, we made it more attractive for our customers to buy non-conventional eggs by placing these on more attractive shelves in our stores and by putting only the non-conventional eggs on sale.  Since then, sales of caged eggs have been decreasing.

With the promotional activities of non-conventional eggs, føtex food customers have actively avoided buying caged eggs, meaning that they are no longer sold in føtex food stores.

The Løgismose chicken – from niche to mainstream

The Løgismose chicken is reared in open space in the woods by the Pyrenees in France, and is certificated by the so called Label Rouge. This is a traditional French production method and standard for animal welfare. The Løgismose chicken has become the most sold chicken in our Netto discount stores in Denmark, outselling conventional poultry.

The French animal welfare chicken

Recommended by the Danish Animal Protection Society and highly popular among customers.