News Milk
Jumbo expands the Beter Leven dairy range
Jumbo is expanding the 1 star Beter Leven quality mark to a larger part of the dairy range of its own brand. The products will be available in all Jumbo stores and online from June. Until now, only a limited group of dairy farmers has participated and the extra sustainably produced milk is for sale in only some of the Jumbo branches.
The supermarket chain intends to work with a permanent group of twenty dairy farmers who will supply the more sustainable and animal-friendly dairy to Jumbo. This amounts to more than doubling the number of participating dairy farmers. The exact conditions under which they will participate is still under discussion. Negotiations with the parties involved are still in full swing, according to Jumbo.
With the announced expansion of the range, Jumbo says it is once again taking a major step in making the dairy offer in the Netherlands more sustainable. Jumbo was the first supermarket chain in 2019 to 1 star Beter Leven quality mark for dairy introduced and is now also the first to offer dairy with this quality mark on a large scale. For a long time, however, the Beter Leven dairy had a fairly inconspicuous existence in the Jumbo stores. There have also been various disputes with dairy farmers about the volumes delivered and the payment for them. This phase is apparently over.
The Beter Leven milk is collected by Farmel and is processed and packaged by Veco Zuivel, which has been is also owned by Farmel.
Klaas van der Horst
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