Driving higher welfare chicken in Norway - 2020

Norwegian discount retailer REMA 1000 Norge AS and Norwegian poultry producer, Norsk Kylling have worked collaboratively to successfully implement the higher welfare requirements of the Better Chicken Commitment. 

By developing a fully integrated value chain and actively marketing their slower growing ‘Hubbard’ chicken to their customers via a multi-channel marketing campaign they have created a thriving market for their higher welfare chicken.

By working together they have made this higher welfare chicken work economically for both businesses and consumers alike – which has resulted in REMA 1000 increasing its market share in terms of chicken sales in Norway.