Dutch retailer Jumbo has announced that more products belonging to its private label range have acquired the 'Beter Leven' quality mark.
This includes snack items like croquettes, croquettes and satay, and part of the assortment of chicken sticks, chicken nuggets, hamburgers and frikandellen.
The inclusion of more items under the quality mark is in line with the retailer’s ambition to play a pioneering role in the field of animal welfare.
Striking A Balance
Executive director of buying and merchandising at Jumbo, Olaf de Boer, said, "We think it is important to be careful with the world around us.
"That is why we always look for a good balance between people, animals, and the environment."
Jumbo is one of the first supermarket chains to introduce various private brand dairy products under the Beter Leven quality mark.
In addition, 81% of pork products are Beter Leven certified. Eggs sold by the retailer have at least one Beter Leven 'star' since 2017, as well as fresh pork, veal, and turkey meat.
The retailer also aims to switch to the early feeding of chicks in 2019, which means that all chickens sold under New Standard Chicken at Jumbo will recevie water and feed as soon as they are born.
Sustainable Shopping Route
Starting this autumn, Jumbo has also introduced a sustainable shopping route that offers customers the option to choose more sustainable alternatives.
The retailer observed various National Quality Mark weeks, including Sustainable Seafood Week (MSC / ASC), Fair Trade week and a Better Life week, to emphasise on the role of quality marks at Jumbo.
These events sought to help customers understand that the retailer offers a large range of sustainable products that have been produced keeping the interests of people, animals and the environment in mind.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.
