Coop Netherlands will sell fresh meat with at least one Beter Leven star by mid-2023

Coop Netherlands is committed to providing its stores with fresh meat – from chicken fillet to beef – that will have at least one star of the Beter Leven quality mark. This means that the animals have more living space and they are free to exercise their natural behavior during their lives. The cooperative retailer expresses the ambition to make the chain more sustainable by no longer selling fresh meat without the Animal Protection label by mid-2023. 

Coop Netherlands has been working hard for years to make its range more sustainable and, together with suppliers, it continuously invests in expanding the selection of sustainable products that are made paying particular attention to animal welfare and the environment. 

Jasper de Jong, head of Category Management at Coop Netherlands: “Our next step is to sell meat with at least one star of the Beter Leven quality mark. As a cooperative supermarket organisation, we are aware of our role in making the meat sector in the Netherlands more sustainable. In our philosophy, one star of the Beter Leven quality mark is really the lower limit for the complete meat selection. Where possible, we even aim for two or three stars. We are both excited and proud to express this ambition and work towards achieving this goal by 2023. Together with our customers, suppliers, and Dutch farmers, we'll make a difference for animal welfare!”

Anne Hilhorst of Wakker Dier: “We like to see that all meat carries a quality mark and we think it's fantastic that Coop stores share this ambition. That's good news for the animals and for consumers”.

For more information: www.coop.nl/duurzaamheid