Pork without a welfare label still available

Ten years ago, supermarkets agreed to stop selling pork without a welfare label. That agreement has still not been fully met. Despite the Varken van Morgen covenant, almost all chains continue to sell fresh pork without a label. Albert Heijn and Hoogvliet are the only exceptions.

‘Varken van Morgen’ covenant under pressure

In 2013, all supermarkets signed the Varken van Morgen covenant. They agreed that from 2016 onward, only fresh pork with at least one Better Life star from Animal Protection would be sold. That label stands, among other things, for mandatory daylight in stables and 0.2 square meters of additional space per animal.

Ten years later, the agreement has still not been met everywhere. Albert Heijn and Hoogvliet have now fully stopped selling fresh pork without a label. Other supermarkets continue to sell it. Anne Hilhorst of Wakker Dier calls this disappointing. “Very disappointing. Profit always comes before the animals,” she says.

Differences between supermarkets

Dirk and Plus expect to complete the final transitions to Better Life in the second quarter of 2026. Aldi, Dekamarkt, Lidl, Spar, and Vomar do not plan to fully meet their earlier commitment. Lidl does say it will immediately stop promotions for pork tenderloin without a label.

According to Wakker Dier’s flyer monitor, supermarkets continue to actively promote pork without a label. Pork tenderloin, in particular, is often offered without a label. More than half of pork tenderloin promotions, 52 percent, lacked a label. Plus recorded the highest number of such promotions last year, followed by Vomar.

Limited supply, high promotional pressure

From a single pig come many bacon cuts and chops, but only two tenderloins. As a result, the supply of pork tenderloin with a label is limited. According to Hilhorst, supermarket promotions significantly increase demand for pork tenderloin. “With their promotions, supermarkets sharply drive up demand for pork tenderloin. They then lower their standards and break their promise to meet that self-created demand.”

Other pork products more often carry a label. Even so, eleven percent of all promotions last year were without a label. That share is higher than in the past six years.

Wakkerdier.nl