Welfare initiative puts the heart into Danish pig production

A government-backed pork label stipulating three levels of high welfare production is set to hit Danish supermarkets next spring.

The initiative, which uses one, two or three hearts on a state-owned logo, has received universal acceptance across the Danish retail sector, barring the Danish Coop, which is financing its own organic label.

See also: Supermarkets who back British farmers

The move follows consumer research assessing the demand for higher welfare labels, with the branding primarily targeted at the domestic market.

However, Trine Vig at the Danish Agriculture and Food Council emphasises that work overseas will strive to increase awareness for exports.

“We think there could be a potential market in Australia, Sweden and the UK,” she told the Herning Congress last week.

“If we can succeed and get a premium for this product we think we can push change in the industry – some farmers really want to invest in higher welfare systems.”

Consumer misunderstanding

Several glaring misconceptions were flagged by a consumer survey conducted as preliminary research for the scheme.

However, 70% of consumers stated they were conscious of animal welfare as an issue and thought about it “frequently” or “sometimes”.

Furthermore, 80% of consumers said they were “positive” or “very positive” about the “hearts for pigs” labelling scheme.

Mrs Vig added: “We see this label as an umbrella label that can function independently and encompass existing and new brands.”

She emphasised that intact tails, daily straw dispersal for nesting and manipulating, loose-housed sows and a time limit of 8 hours on transportation were the basic requirements for the label.

Animal Welfare Label: three-tiered approach