In Denmark, Friland’s suppliers, consumers – and Friland itself – have long wished for three green hearts on the packaging. Since September 15, that wish has come true: Friland’s organic beef, produced in Denmark, now carries the highest level of the Danish State Animal Welfare Label – three green hearts.
One of the Danish Friland farmers particularly proud of this recognition is Esben Møller Xu. He runs the farm “Rudholm” and supplies organic beef to Friland.
“We aim for the highest possible animal welfare and have taken many steps to achieve the three-heart level – including introducing ‘nurse cows’ for the calves. It really hurt my heart that there were ‘only’ two hearts on the packaging until now. That’s why I’m so proud that we’ve finally made it to the top,” says Esben Møller Xu.
He hopes this will encourage even more people to choose organic beef:
“The more organic beef consumers buy, the more animals get to live under open skies – and that’s exactly what we’re striving for. I hope people enjoy our products with a good feeling, knowing we’ve done everything we can to ensure the highest possible level of animal welfare.”
A Strong, United Friland
With the three hearts for Danish organic beef, all Friland concepts in Denmark now carry the highest distinction of the State Animal Welfare Label. This also pleases Maria Bast, Marketing Manager at Friland:
“For Danish consumers, Friland has always stood for animal welfare. Now we can communicate that even more clearly, as all our concepts carry three hearts. This allows us to speak with one voice and present a unified Friland brand with the recognizable green hearts – it’s a fantastic story.”
To support this, a campaign has been launched in Denmark to raise awareness of the new three-heart label – with advertisements in major cities and a digital campaign. Esben Møller Xu is one of the faces of the campaign – and he’s excited about it:
“We’re always happy to promote what we do, because we’re incredibly proud of it. Friland is fantastic at communicating our commitment to animal welfare – and that’s what we’re most proud of. So I never had any doubt about taking part.”
You can learn more about Friland’s three hearts and the campaign here.