In the United Kingdom, the so-called intermediate segment in meat and eggs is more popular among consumers than it is in the Netherlands. The intermediate segment refers to products which, although not organic, are made using production methods which are more animal-friendly and sustainable than those used for standard products. According to Wageningen UR, the United Kingdom is a role model for the Netherlands in terms of the development of this intermediate segment.
The popularity of the British intermediate segment is interesting, because the British approach to improving animal welfare resembles that of the Netherlands. For instance, the United Kingdom also has official standards for animal welfare and consumers can differentiate between products in this respect. The study Survey of sustainable pork, poultry meat and eggs in neighbouring countries (summary) states that the British government leaves these standards to the market and NGOs. In this study, researchers from LEI and Wageningen UR Livestock Research took an inventory of the intermediate segments in pork meat, poultry meat, and eggs in Denmark, Germany, the United Kingdom, Belgium, and France.
Culture
The French approach to improving animal welfare is not comparable. Researchers attribute this different approach to differences in culture. Among French retailers, the variation in ranges is related to region or taste; animal welfare is a secondary aspect. The French government keeps strict control over sustainability and combines its sustainability ambitions (primarily related to the environment) under the name Grenelle. Retailers are challenged to achieve integrated sustainability.
Market
In Denmark the intermediate segment is insignificant, except for eggs. For the Danish government, climate and public health (salmonella) are important factors. The Danish animal welfare society has begun working on improving animal welfare via the market rather than via legislation and government. In Germany and Belgium the intermediate segment is as yet untapped. A lack of direction appears to be an important cause. Germany has a latent market for the intermediate segment. According to the researchers this means opportunities for Dutch exports.
Covenant
LEI and Wageningen UR Livestock Research were commissioned to carry out this research by the Dutch Ministry of Economic Affairs, Agriculture and Innovation (EL&I). The impetus was the ‘Market Development Agreement for Sustainable Animal Products’ from 2009. In signing this covenant, the Ministry of EL&I, the business world, interest groups, and the Dutch animal welfare society agreed to generate more attention for animal welfare in the production of animal products. The covenant partners now wish for insight into the developments in the intermediate segments in neighbouring countries.