Why do we need a animal welfare label?
The intention of the government animal welfare label – named "Better Animal Welfare" - is to improve the animal welfare of as many pigs and broilers as possible through consumer purchasing. The animal welfare label makes it possible for consumers to identify which products meet requirements for better animal welfare. By selecting products with better animal welfare at a slightly higher cost the consumer is helping ensure that more animals are produced under improved conditions. It is market driven animal welfare.
What does the animal welfare label indicate?
The animal welfare label is based on central requirements selected by animal welfare experts at the Danish Veterinary and Food Administration. These basic requirements meet conditions that go far beyond current statutory requirements:
The animal welfare label has 3 levels with ascending animal welfare requirements. Stricter requirements lead to higher costs and prices - this means that there will be something for everyone’s preference and purse.
The animal-welfare label is applicable to fresh and processed meat products, as well as dairy products.
Government labels on food
The animal welfare label is an addition to the two existing government labels under the Ministry of Environment and Food: The Ø label for organic products and the Keyhole for healthy choices when buying groceries.
What do consumers think of improved animal welfare?
A survey conducted by YouGov in 2019 shows that around 67% of Danes are willing to pay extra for animal welfare. Thus, consumers are willing to pay a little extra for food products, from different animals, which focus on better animal welfare. The survey also showed that 61% of Danes know about the label, and 75% have trust in it.
Production is already underway
The farmers have adapted the stable condition in order to meet the label’s requirements. Products sold under the label are subjects to state control, and state authorised control from farmer to retail.
The Animal Welfare label at eateries
Restaurants and eateries can market their use of animal welfare labelled products. With the animal welfare label at eateries, it is possible for consumers to see which products live up to the criteria of the animal-welfare label, e.g. the buffet in their cafeteria.
Who is behind the label?
The 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, Rokkedahl, Tulip, Arla, Naturmælk, Danske Slagtermestre (the Danish butchers association) and retail businesses Salling Group (Bilka, Føtex and Netto), De Samvirkende Købmænd (including MENY, Rema1000 and Spar) and Lidl and Aldi).
For more information visit
Media wanting to show the animal-welfare label can download it here .(PDF)