Dutch supermarket chain Albert Heijn will only sell pork with at least 1 Beter Leven-branded star to display its quality. To that end, it has struck a deal, starting on 1 January 2016, with meat manufacturer Vion Foods.
Good Farming Star
Vion will supply the meat through its own formula, which launched 5 years ago, Good Farming Star. The Albert Heijn deal will help the formula to grow.
Currently, it handles 1 million pigs, but the certainty an Albert Heijn deal brings will help grow that number a lot. "We have had this formula for 5 years now and it will get a tremendous boost thanks to the AH deal", Vion's Frans Stortelder told Boerderij.nl.
The quality seal will not only be placed on fresh meat, processed meat will also be given a star. Albert Heijn hopes to become "the most reliable chain in the Netherlands" once again, thanks to this deal. To help its image, the chain will also inform its customers about the origin of its products.