ACM: Sustainable chicken no competition limitation

There is now a lot more chicken meat on the supermarket shelves from which the chicken has had a better life. Almost all chicken meat is more animal friendly than the previously stranded joint initiative of producers and stores, the 'Chicken of Tomorrow'. This is the conclusion of a study by the Consumer & Market Authority (ACM) into the diversity and price of chicken meat on offer in supermarkets.

Producers and retailers wanted to make joint agreements in 2013 to improve the welfare of the chickens; the 'Kip van Morgen' (Chicken of Tomorrow). The agreements limited competition and were - in short - a 'bad deal for chicken and consumers' according to the ACM. Consumers would pay more for a marginal improvement in chicken welfare. After the negative verdict of the ACM, the cooperation was stopped.

Martijn Snoep, chairman of the ACM: "This study shows that supermarkets and companies have been able to independently switch to more animal-friendly alternatives for the 'herd chicken'. Independent quality marks in which consumers have confidence have played an important role, such as the 'Beter Leven Keurmerk' (Better Life Quality Mark). The ACM encourages the use of such labels in the further sustainability of the food chain".

The ACM study shows that the various parties have taken their own initiatives. The offer of more sustainable and welfare friendly chicken meat is bigger than ever and continues to develop positively. The 'plofkip' chicken has almost completely disappeared from the shelves. The chicken welfare of the chicken sold in Dutch supermarkets is now at a higher level than that of the 'Kip van Morgen' (Chicken of Tomorrow). In addition, chicken with an independent quality mark has almost doubled its market share in the period 2014-2018.

Click here for the report (Dutch only)