SUPERMARKET giant Aldi is teaming up with animal welfare groups in a bid to improve its image with customers.
The European discount chain has signed a deal with Neuland and Fairfarm, two major animal welfare organizations in Germany.
It means a new range of meat products will carry a “Fair and Good” label certifying to customers the produce meets certain animal welfare standards.
Aldi has over 10,000 stores in 20 countries and the new collaboration is a significant move.
The new range of products will go on sale in selected stores in Germany initially featuring pork products. Other meat products will follow in other selected stores.
Rayk Mende, managing director of corporate responsibility at Aldi said: “We would like to offer a wider range of options to consumers which boast high animal welfare credentials.”