Lidl Launches Its Own Brand Of GMO-Free Milk Across German Stores
15 July 2016 --- Lidl stores across Germany are now stocking the supermarket’s first ever GMO-free fresh milk as part of a strategy to convert dairy products.
The German discounter says the move comes amid growing consumer demand for GMO-free milk, that is milk which comes from cows that have not been feed any type of genetically modified feed.
Lidl is the first retailer to convert one of its own brand milk products to GMO-free with Milbona now being stocked across the country.
Genetically modified animal feed such as corn and grain can be used in the European Union, although it cannot be cultivated in the EU. It is becoming increasingly common for retailers and consumers to insist that animals providing eggs, milk and other dairy and poultry products are not fed with GM feed.
Further Lidl branded products will be quick to follow and all products will bear the green “GMO-free” seal which was introduced in 2009 by the Federal Ministry for Food, Agriculture and Consumer Protection.
Milbona cheese is likely to follow suit later this year.
This accreditation is issued by the German association of foods without genetic engineering, VLOG.
“We welcome the fact that Lidl represents a leading German retail chain putting GMO-free right at the top of their agenda,” says VLOG director, Alexander Hissting.
“This will enable the company to meet the growing consumer demand for conventionally produced goods.”
With this venture, Lidl Germany is issuing a clear signal against the use of genetically modified animal feed in the production of milk products. To cover the additional expense for the farmers of using GMO-free and preferably locally sourced animal feed, Lidl is paying a mutually agreed premium to the dairy farmers.
In a statement sent to FoodIngredientsFirst, Lidl’s purchasing director for the dairy product range, Julian Beers, says the GMO-free milk will not have a premium price tag.
“We will not be passing this premium on to our customers and we are delighted to be able to maintain our usual competitive price, offering real added value for both customers and farmers,” he says.
“Our vision is to convert all our dairy products to be certified GMO-free and this will enable us to meet the ever increasing demand from consumers for quality food products.”
In recent years Lidl has worked intensively together with farmers and dairies to enhance the value of milk as a product, creating new marketing opportunities for farmers in the process.
“The added value concepts we have developed collaboratively are not just an investment for us, they also show our commitment to the domestic dairy market,” adds Beer.
To contact our editorial team please email us at editorial@cnsmedia.com
If you found this article valuable, you may wish to receive our newsletters.
Subscribe now to receive the latest news directly into your inbox.
Subscribe now to receive the latest news directly into your inbox.
