From now on, chicken meat from more animal-friendly farming will be more easily recognisable in Colruyt Group supermarkets, as the retailer will start using a new designation on the packaging.
Emphasising local character
Almost one third of the standard chicken range at Colruyt, Okay and Spar Colruyt Group today meets the criteria of the European Better Chicken Commitment (BCC) in terms of animal welfare. That range continues to do well with customers, the retailersays: to further emphasise the local character and make the range extra recognisable to customers, the packaging will be renamed ‘Kip van Eigen Bodem/Poulet De Notre Terroir’ (which basically means ‘local chicken’). For this range, Colruyt Group works exclusively with fifteen local growers who recently united in a cooperative.
“We confirm our conviction by continuing our leading position and now give the concept even more substance with this more pronounced local accent”, director Colruyt Group Fine Food Gunther Uyttenhove says. Eventually, the retailer wants all classic standard chickens sold in Colruyt’s butcher’s shops, as well as Boni’s own-brand frozen chickens, to meet BCC standards.
