Document type: press release published on theOABA’s website
Authors: OABA
Preview: The LDC logo: an exaggerated marketing ploy
In July 2025, the LDC group committed to bringing part of its production into compliance with the criteria set by the European Chicken Commitment (ECC*) by 2028, an initiative that was welcomed unanimously by our organizations.
Today, Europe’s leading chicken producer is launching a “ Bien-être animal, filière agricole engagée ” (animal welfare, committed agricultural sector) logo, that it intends to display not only on ECC-compliant products but also on all products meeting a set of five baseline “animal welfare guarantees.”
However, this baseline permits the production of fast-growing chickens, along with stocking densities of up to 38 kg/m² (or approximately 19 birds per m²). Both these practices are forbidden under the ECC, as they contravene the requirements for a minimum level of welfare, as pointed out by the EFSA in its expert scientific opinion on chicken welfare and by numerous scientific studies.
In the view of our organizations, a logo to promote animal welfare cannot be affixed to products derived from fast-growing broilers (sometimes dubbed “turbo chickens”) and farmed at high stocking densities without openly misleading consumers.
The Cooperl logo: a misleading promise
Officially launched on June 5, 2024, the “ Elevages Bien-Être ” initiative by the Cooperl agricultural cooperative involves approximately 1,000 livestock farmers. It is built around three pillars: “human welfare, animal welfare, and reduction of environmental impact.” The animal welfare pillar includes 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 scheme (indicators, standards, monitoring procedures, etc.). And, contrary to what the “Élevages Bien-Être” logo might suggest, the scheme is primarily aimed at the promotion of promises rather than at guaranteeingthe overall effectiveness of the practices it cites.
Furthermore, although the achievement of certain objectives —such as the end of piglet castration—are to be commended, practices that run counter to the fundamental principles of animal welfare can 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 that derive from such practices.
Furthermore, the company causes confusion by using the term "welfare" to refer to environmental and social issues, when this term is most commonly used in the context of animal welfare.
A plea for genuine attention to farm animal welfare and accurate consumer information:
Beyond these two emblematic cases, we are sounding an alarm over the proliferation of logos and other claims related to animal welfare. It is essential that these should be the guarantee of a scientifically verified standard and dependable information.
For several years now, France has benefited from a pioneering initiative: a labeling system dedicated to animal welfare known as 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 public avowals of an intent to support transition to better practices, the proliferation of logos with no specific value serves only to spread confusion, undermine the very concept of animal welfare and, consequently, take a share of the market away from producers who are genuinely committed to improving animal welfare.
Our organizations are today reporting these two initiatives — “Bien-être animal, filière agricole engagée ” by the LDC group, and “Élevages Bien-Être” by Cooperl — to the DGCCRF in the expectation of a firm response from the 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.
