Document type: press release published on theOABA’s website
Authors: OABA
Preview: The LDC logo: an over-the-top marketing ploy
In July 2025, LDC committed to bringing a portion of its production into compliance with the criteria of the European Chicken Commitment (ECC*) by 2028—an initiative that our organizations had unanimously welcomed.
Today, Europe’s leading chicken producer is launching a “ Animal Welfare, Committed Agricultural Sector ” logo, intended to be displayed on ECC-compliant products as well as on all products meeting a baseline set of five “animal welfare guarantees.”
However, this baseline allows for the raising of fast-growing chickens, as well as stocking densities of up to 38 kg/m² (or approximately 19 birds per m²). Both of these practices are prohibited under the ECC, as they contravene the prerequisites for a minimum level of welfare, as highlighted by the EFSA in its opinion on chicken welfare and by numerous scientific studies.
In our organizations’ view, a logo promoting animal welfare cannot be affixed to products derived from fast-growing chickens (sometimes called “turbo chickens”) raised at high densities without openly misleading consumers.
The Cooperl logo: a misleading promise
Officially launched on June 5, 2024, the “ Elevages Bien-Être ” initiative by the agricultural cooperative Cooperl brings together approximately 1,000 livestock farmers. It is built around three pillars: “human well-being, animal well-being, and reducing environmental impact.” The animal well-being pillar covers criteria related to animal comfort, health, behavior, stimulation of activity, and the environment.
Our organizations note a lack of transparency and clarity regarding the actual requirements of the program (indicators, standards, monitoring procedures, etc.). And contrary to what the “Élevages Bien-Être” logo might suggest, the program is primarily aimed at promoting promises rather than guaranteeing the effectiveness of all the practices it highlights.
Furthermore, although certain objectives that have already been achieved—such as the end of piglet castration—are to be commended, practices that contradict the fundamental principles of animal welfare may still occur on farms designated as “Elevages Bien-Être,” such as the absence of bedding in pens and the restraint of pregnant and nursing sows…
For our organizations, a logo referring to animal welfare cannot under any circumstances be used to promote products derived from such practices.
Furthermore, the company creates confusion by using the term “welfare” to encompass environmental and social issues, whereas this term is most often used in the context of animal welfare.
For genuine consideration of farm animal welfare and accurate consumer information:
Beyond these two emblematic cases, we are sounding the alarm about the proliferation of logos and other claims related to animal welfare. These claims must guarantee a scientifically sound standard and reliable information.
For several years now, France has had a pioneering initiative: a labeling system dedicated to animal welfare, the Animal Welfare Label, developed collaboratively with producers, processors, distributors, animal welfare NGOs, and with the support of recognized scientists. This tool provides consumers with objective and verifiable information.
In the view of our organizations, despite stated intentions to support these transitions, the proliferation of logos with no specific value serves only to perpetuate confusion, undermine the very concept of animal welfare, and consequently take market share away from producers genuinely committed to improving animal welfare.
Our organizations are today bringing these two initiatives—“Animal Welfare, a Committed Agricultural Sector” by LDC and “Élevages Bien-Être” by Cooperl—to the attention of the DGCCRF and expect a firm response from public authorities. We call on producers, agri-food industry stakeholders, and retailers not to misuse references to animal welfare for marketing purposes, and we urge consumers to exercise the utmost vigilance.
