Colruyt Group strengthens commitment to animal-friendly chicken meat

Almost one third of the standard chicken range at Colruyt, Okay and Spar Colruyt Group today meets the strict criteria of the European Better Chicken Commitment (BCC) in terms of animal welfare. That range continues to do well with customers, says the retailer. To further emphasise the local character and make the range extra recognisable to customers, the packaging will be renamed ‘Kip van Eigen Bodem/Poulet De Notre Terroir’ (which basically means ‘local chicken’). For the more sustainable chicken meat, Colruyt Group works exclusively with about 15 local growers who recently united in a cooperative.

‘We are the trigger in the market for this chicken with higher animal welfare. We confirm our conviction by continuing our leading position and now give the concept even more substance with this more pronounced local accent,’ says Gunther Uyttenhove, the director of Colruyt Group Fine Food and ultimately responsible for Colruyt Group’s agricultural policy. Eventually, the retailer wants all classic standard chickens sold in Colruyt’s butcher’s shops, as well as Boni’s own-brand frozen chickens, to meet BCC standards.