Many people place increasing importance on higher animal welfare standards when making purchasing decisions. Lidl Austria is leading the way, demonstrating that improved standards in livestock farming are not only achievable, but make a real difference for animals.
Whether it’s a Sunday meal or a barbecue, when meat is on the plate, taste is no longer the only factor that matters. More and more customers are asking: Where does the meat come from? How were the animals raised? Many people want to shop with a clear conscience – for themselves, their families, and the planet.
At Lidl Austria, there is a firm belief that animals are sentient beings whose welfare deserves respect. That is why, in 2024, the retailer upgraded the animal welfare range of its private label “FAIRantwortung fürs Tier” for fresh pork to a higher farming standard – going well beyond legal requirements.
This ensures a significantly improved quality of life for pigs in Austrian farms: they are given twice as much space as required by law, including designated lying areas, rest zones, and enrichment materials. The animals are raised exclusively on Austrian family-run farms. Around 80% of their feed, such as barley and wheat, is grown on the farms themselves. As a protein source, non-GMO soy from the Danube region is used.
"Our goal is to raise standards for animal-based products across all Lidl countries by 2030. We take a cross-category approach, for example by focusing on national farming systems or market-specific projects within our fresh meat range."
To support this transition, Lidl Austria relies on long-term partnerships, including binding purchase agreements with its suppliers. At the same time, Lidl is driving forward clear animal welfare labelling to help customers make more informed choices. A key point of reference is Lidl’s own animal welfare brand “FAIRantwortung fürs Tier”. All products under this label are AMA-certified. The AMA quality seal guarantees controlled production of meat products and Austrian origin. In addition, all products come exclusively from domestic family-run farms, with feed sourced entirely from non-GMO inputs.
Lidl Austria demonstrates that higher animal welfare standards are achievable – offering customers products where not only taste matters, but also peace of mind.
