Our criteria for mouth-watering chicken

A tender piece of chicken is always nice and tastes even better when you know the meat comes from animals bred in healthy circumstances. That is why we monitor these living conditions conscientiously; according to quality and sustainability criteria we drew up with our suppliers in 2016. We do this to improve the welfare and health of the chickens.

Care for animal welfare

Our poultry farmers adhere to a lot of (legal) criteria concerning the welfare, health and hygiene of their chickens.

  • Sufficient fresh drinking water
  • Healthy shed climate
  • Good hygiene
  • Stress and anxiety kept to a minimum
  • Responsible and careful use of medicines
  • Room for natural behaviour
Chicken in the shed
Our poultry farmers guarantee correct growing conditions.

‘Natural behaviour’ means that the animals can behave in a way typical to their kind. That is why the sheds have plenty of perches and straw bales, or that the farmers scatter whole grains to stimulate natural behaviour and activity. They also make sure the chickens can keep to a natural day-night rhythm. This is not only better for the chickens, it also makes the meat tastier.

Sustainable feeding

Animal feed often contains soy, a protein-rich and nutritious crop mainly imported from South America, which is not very sustainable. That is why we compensate the required volumes of soy with RTRS certificates to buy sustainable soy. We also support the experimental soy culture in Belgium. To make the chicken feed more sustainable, locally bred insects and worms might be a good alternative. However, these ‘animal proteins’ have been banned from Europe since 2001.

Feeding a Val Dieu chicken
Our farmers aim for optimum feed conversion: they give the chickens exactly what they need to grow as well and as healthy as possible.

Learning and improving together

Since 2017 we gather information about the well-being and health of the chickens from our suppliers (feed suppliers, poultry farmers and slaughterhouses). We monitor the use of antibiotics for instance. We want to contain this to avoid bacteria becoming resistant to the medicine. We use the data gathered to give our suppliers annual report about their efforts for more animal welfare and health. This report compares their individual performance with that of their (anonymous) colleagues. Each breeder, feed supplier or slaughterhouse can make the comparison with his colleagues and this allows us to formulate clear ambitions and priorities together.

By working together intensively with suppliers and poultry farmers, we strengthen the dialogue in the supply chain and, together, we can work, step by step, towards more sustainable production.

In dialogue with all partners

The slaughterhouses received a first report in 2017, the farmers and feed manufacturers early 2018. The 2019 reports (about 2018) will allow us to examine the evolution in the past two years. This illustrates our willingness to dialogue with all the chain partners. Indeed, we can only accomplish our ambitions and make the sector more sustainable if we do it together.


With this initiative, we contribute to the following Sustainable Development Goals of the United Nations.

Responsible consumption & production