British pork is now being sold in the largest supermarket chain in the Netherlands.

The retailer has launched three new lines including shoulder steaks, fillet and loin chops, complete with a high welfare sticker and a prominent description of product origin and rearing methods. The pork is marketed as a product with high welfare and taste in the retailer’s premium range. 

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“This is excellent news and recognizes the high standards of the British pork sector," said British Pig Executive Export Manager Jean-Pierre Garnier. “This is a rather prestigious accolade, particularly as it positions our product between the supermarket’s own animal welfare standards and organic pork. There is a good untapped demand from Dutch consumers for high welfare and sustainable meat, and we hope that we will generate good sales from now on.”