Dutch retailer Jumbo has announced that it will switch to selling chickens in-store which are fed immediately after birth by mid-2019, as part of its sustainable poultry efforts.
This means that all chickens sold under New Standard Chicken at Jumbo get water and feed once they crawl out of the egg.
The retailer said that chickens often have to wait for the first day or two before they are fed, as they have to wait until the rest of the chickens have hatched.
Sustainable Poultry Farming
Jumbo said it has long been at the forefront of making poultry more sustainable, and the transition to the direct feeding of chicks is an important next step in this.
"The living conditions of chickens have been improved considerably by the New Chicken Standard. We are continuing to take steps with this New Chicken Standard in the area of sustainability,” said Klaas de Boer, director buying & merchandise at Jumbo.
“A good balance between people, animals and the environment is our goal. For that reason, we also started a pilot to test two food systems. This research will give us insights to make the right choice for the long term.”
Jumbo is also testing hatching in the barn at poultry farms. Initial reactions from participating farmers have all been positive.
“In this way, farmers also gain knowledge of the method of direct nutrition and its influence on the development of the chicks,” de Boer added.
Jumbo has also been implementing sustainable practices in its use of packaging. The retailer recently introduced laser labelling on organic fresh produce in order to eliminate the need for packaging such items.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Aidan O'Sullivan. Click subscribe to sign up to ESM: European Supermarket Magazine.
