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A market opportunity

A MARKET OPPORTUNITY

Within Europe the market for farm animal products produced to high standards is underdeveloped. Consumers are not able to buy the welfare friendly products they want - 55% told Eurobarometer in 2007 that it was difficult to identify from the labelling that the product was sourced from welfare friendly production systems. Consequently, according to the 2005 Eurobarometer, one third of Europeans buy fewer animal products because they are not satisfied with the way animals are treated.

Because consumers are not able to buy the welfare-friendly products they want, this is turn is having a negative effect on the potential profits that farmers and retailers could make from exploiting the welfare-friendly market.

Eurogroup for Animals believes that the EU should define a strategy together with all stakeholders in the supply chain to fully exploit this business opportunity, and that governments, retailers and producers should work together to promote the development of farm assurance schemes guaranteeing high standards of animal welfare.

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Developing a strategy

The EU strategy to exploit this business opportunity should include:

	financial compensation given by Member States to support producers who implement for animal welfare friendly farming systems under the National Rural Development Programme.
	mandatory clear and accurate labelling of farm animal products according to the method of production; this should apply to imported products as well.
	Information campaigns supporting sustainable farming methods.
	The regulation of farm assurance schemes and quality labels to ensure that they accurately indicate high animal welfare products.

Eurogroup for Animals is convinced that the end result of such a strategy will be:

	consumers getting the animal production and products they want
	retailers selling higher quality products
	farmers exploiting market demand
	governments simultaneously improving the care and treatment of animals and providing economic growth
	farm animals living happier and healthier lives

ADDITIONAL INFORMATION

Eurogroup statement on labelling - March 2007

Eurogroup framework for assurance schemes

Eurogroup position on labelling