Meat concern Vion is launching its organic line on the German market. The company, owned by ZLTO, announced this today (Tuesday) on the eve of the European trade fair BioFach. There the organic beef and pork are presented under the name 'Der Grüne Weg'.
This is the German translation of the Dutch organic brand De Groene Weg, which according to Vion is one of the market leaders in Europe. In the organic range for Germany, Vion presents ribeye, tenderloin and rump steak, but also burgers and minced meat. Breaded schnitzel, fillet and the Minute steak, both natural and marinated, are also on display at the trade fair. The Quinoa meat pan will also be available in an organic variant.
Growing demand
With 'Der Grüne Weg', Vion is responding to the ever-growing demand for organic meat, the company reports. In Germany, the demand is growing by more than 10% every year. The market share of organic meat among our eastern neighbors rose by 13,8% last year to 31.284 tons. While the organic meat segment is growing even faster in Scandinavia and France, Vion reports.
Vion also presents a new sustainable packaging concept that matches the organic products. These packages contain 60 percent less plastic than others. The different materials can also be easily separated, so that they can be recycled per type.
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