Turnover of the Beter Leven quality mark to 2,5 billion euros

The turnover of processed meats sold in supermarkets under the Beter Leven quality mark will rise to more than €2,5 billion this year. The number of participating agricultural entrepreneurs increases by more than 11% to approximately 2.000. Beter Leven is the largest sustainable quality mark in the supermarket

This is reported by the Dierenbescherming, which created the label with the associated star system in 2007. The organization reports this progression, because this week is the so-called 'Beter Leven week'. Supermarkets, producers and other suppliers participate in this to draw attention to, as the Dierenbescherming describes it, 'more animal-friendly consumption'.

This year, 29 million broilers, 4,7 million laying hens and 3,7 million pigs are covered by the Beter Leven quality mark. Almost all supermarkets have products with the stars on their shelves and the growth continues, reports the Dierenbescherming. The organization will focus this action week on the theme 'star chef'. Now that home consumption is increasing due to the corona crisis, consumers can collect as many stars as possible during meat consumption on a daily basis - or so the thought.

Snacking segment is growing
Better Life is also growing in snacking, reports the Dierenbescherming. "We are seeing a growth in the share of snacks in which Beter Leven meat has been processed. According to data from research agency IRI, 10% of all snacks sold, such as bitterballen, croquettes and frikandels, now bear the Beter Leven quality mark with one or more stars." reports Marijke de Jong, manager of the Animal Protection.

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