Supermarket chain Lidl intends to transition a significant portion of its dairy offerings to a superior standard of cattle care - Supermarket chain Lidl plans to transition the majority of its dairy offerings to superior farm standards.
In a move aimed at enhancing customer satisfaction and promoting animal welfare, German supermarket giant Lidl has announced plans to transition the majority of its dairy products and chilled fresh meat products to higher animal husbandry levels by 2030. This decision is part of Lidl's broader sustainability and corporate responsibility initiatives.
Lidl's purchasing director, Christoph Graf, has been instrumental in this transition. He emphasised the company's commitment to prioritising customer needs, stating, "We always strive to offer our customers the best possible products, and this includes ensuring the highest standards of animal welfare."
Since 2024, Lidl has been offering drinking milk of husbandry level 3 and above in Germany. The transition to level 3 at Lidl is claimed to be a first for food retailers in the country. This level requires more space and access to fresh air in animal husbandry, and the products are priced higher than those in levels 1 and 2. However, Lidl's plans do not extend to its organic products, which continue to cost more due to higher production costs.
By the end of 2022, Lidl aims to transition half of its chilled fresh meat products and half of its "Metzgerfrisch" branded sausage range to husbandry level 3. By 2030, all chilled fresh meat and sausage products of the "Metzgerfrisch" brand at Lidl are to meet at least husbandry level 3, given sufficient product availability. All these products will be sourced entirely from Germany to support local agriculture.
This shift towards higher animal welfare standards aligns with broader industry trends in Germany and the EU, emphasising organic farming and improved animal welfare by 2030. The EU's Organic Action Plan aims to convert 25% of agricultural land to organic farming, which includes clear animal welfare guidelines. Retailers are responding to consumer demand for ethically produced meat and dairy by raising husbandry levels, thereby meeting rising consumer expectations.
Lidl's decision to transition its products reflects the increasing importance of animal welfare as a purchasing criterion for many customers. The company's commitment to sustainability, corporate responsibility, and customer satisfaction through improved animal welfare standards positions it well in the competitive German retail market.
[1] "Sustainability in Retail: German Retailers Take Action on Animal Welfare" (2021). Retrieved from [www.thegoodfoodinstitute.eu](http://www.thegoodfoodinstitute.eu). [3] "EU Organic Action Plan" (2020). Retrieved from [ec.europa.eu](http://ec.europa.eu).
The decision by Lidl to elevate the animal husbandry levels of its dairy products and chilled fresh meat products to at least level 3 by 2030 is reflective of a broader industry trend in both Germany and EU, as retailers respond to customer demands for ethically produced food-and-drink. By 2030, the EU's Organic Action Plan aims to convert 25% of agricultural land to organic farming, which includes provisions for improved home-and-garden practices and animal welfare. This shift in Lidl's lifestyle choices aligns with its commitments to corporate responsibility, sustainability, and customer satisfaction.
