The new logo ’Bedre Dyrevelfærd´ (Better Animal Welfare) contains three hearts which are coloured in to indicate improvements in animal welfare for the pig. The more hearts the more animal welfare.

“I hope that Danes will welcome the new animal welfare label. The label will give consumers more choice and enable them to support animal welfare where it suits their preference and their purse. No matter whether consumers choose pork with one, two or three hearts, they will be able to see how much more animal welfare they can buy for their money,” said Minister for Environment and Food, Esben Lunde Larsen.

The government animal welfare label will initially be for pork, but it will later be expanded to cover meat from other animals.

“We know that a lot of Danes are willing to pay a little extra to support animal welfare, and the label will enable them to have a direct influence on the type of meat they can choose from in supermarket fridges and freezers. The animal welfare label will make it more attractive for farmers to invest in animal welfare improvements on farms, and retailers will be able to accommodate consumer demands for better welfare. This will mean that animal welfare will become a new competitive parameter throughout the sector,” said Esben Lunde Larsen.

At first, pork with the new animal-welfare label will be for sale in Bilka, Føtex, Netto, Meny, Rema 1000, Kiwi, Spar, Lidl, and Aldi supermarkets and at butchers.

It is hoped that the logo will help improve animal welfare in Danish pig sheds.