Carrefour Italia has unveiled Filiera Benessere Animale, a new line of salami produced exclusively by Salumificio Fratelli Beretta.
The new line, which will be exclusively distributed in the retailer’s network in Italy, is made from livestock farming that protects animal welfare through the use of natural vegetable feed, predominantly grass and fodder, and is certified as non-GMO. Respect for the natural growth cycle is also ensured through non-intensive and outdoor breeding.
Initially, the new line will consist of four references, bearing a specific indication on the Filiera Benessere Animale packaging: Prosciutto Cotto Nostrano Alta Qualità, Prosciutto di Parma DOP, Salame Milano and Bresaola.
Welfare
Filiera Benessere Animale aims to meet the demands of customers and ever greater demands for protection and certification for the welfare of animals in farms, using new production processes and breeding techniques.
According to the sales manager of the Fratelli Beretta Group, Lorenzo Beretta, this is the first time in Italy that the fine meats producer has undertaken a joint initiative with a large retailer, based on experiences gained in other European markets such as the UK, Switzerland and Scandinavia.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine
