Broiler Chicken Initiative

For several years now, we have been working to transition our chicken meat supply chain to meet the requirements of the European Broiler Initiative. Early on, we launched a product development process with a producer that was modeled after the initiative’s standards. Our goal is to implement animal welfare measures not just in the short term, but permanently and with consistent quality. Since no scalable solution emerged from this approach, we decided as early as spring 2025 to realign our partnerships in order to place the transition on a more sustainable footing.

At the same time, we are operating in a market environment that is becoming increasingly complex due to global developments. Geopolitical tensions and supply bottlenecks – for example due to changes in export conditions or limited availability of raw materials – are having a noticeable impact on European market supply. As a medium-sized company, these dynamics require a high degree of adaptability and careful consideration from us, particularly with regard to security of supply and economically viable animal welfare measures. We remain committed to our goals and are implementing them step by step—even if the current circumstances are dictating the pace.