Step by step towards a more sustainable world
Sustainability has been in our DNA for over fifty years. It’s part of who we are as Colruyt Group: we want to do business in a sustainable way that makes conscious consumption simpler. Our ambitions are far-reaching and our standards high. To realise those ambitions, our employees give the best of themselves every day.
We are very aware that we also need our partners. It's no coincidence that this booklet opens with a large file on how we and our partners ensure the provision of local, Belgian products. We're proud of what we've achieved together in recent years, but we also realise that sustainable entrepreneurship is never finished. Every day, we set out therefore to do our utmost to make a meaningful difference together.
We also want to inspire our customers to consume more consciously. With Step by step we communicate our large and small achievements. And this for four themes close to consumers’ hearts (and ours): health, society, animal welfare and environment Products, services and initiatives with strong ambitions and a demonstrable impact in one of these four areas are given an icon. In this way, we provide our customers with tangible information on how they can really make a difference with their everyday choices.
We can be proud of all our sustainability projects, small and large. Whether you actively support one of our initiatives, or contribute by planting a tree or by empowering young people via the Xtra app. Together, we ensure that our customers can count on us. In this booklet, you’ll discover a selection of our recent achievements.
Thank you to each and every one of you – employee, partner or customer – who is helping build a more sustainable world!
Stefan Goethaert CEO Colruyt Group
Special edition of The Gazette
July 2024
Publisher: Lisa Colruyt, Colruyt Group NV
Edingensesteenweg 196, B-1500 Halle. Telephone: +32 (0)2 363 55 45
On the cover: thirty colleagues planting trees in Meise in mid-February.
Creating sustainable added value together
We achieve our objectives through concrete projects: activities with which we make a difference every day. In this booklet, we report more concretely on our employees’ and partners’ efforts. Each Step by step theme is presented in turn: environment, society, health and animal welfare. For each theme you’ll discover a selection of Colruyt Group's most up-to-date sustainability projects that we’re really proud of.
Enjoy reading!
Environment
• Innovating with partners for local, Belgian products
• Smart initiatives for less food loss
• Smarter packaging to make our products more sustainable
• New steps towards emission-free transport
Society
• Seizing opportunities to contribute to society
• Investing in employee growth
• Making health easy for customers and colleagues Health
Animal welfare
• Treating animals with respect
Innovating with partners for local, Belgian products
We work hand in hand with Belgian farmers to anchor agricultural activity locally. And at the same time, we innovate together to safeguard the future of the Belgian agricultural sector. In this way, we ensure a local, Belgian offering for our customers.
500 trees and shrubs planted as meadow screens
Carbon farming for better soils
With ‘carbon farming’ we store carbon in the soil. This is possible by removing CO2 from the air and preventing carbon from returning to the atmosphere from the soil. Less climate impact, but also healthier soils: containing sufficient organic carbon makes soils more resistant to erosion, drought and flooding, ensures better water management and promotes fertility.
Experimenting with innovative technologies
In mid-2022, we set up a number of pilot projects with farmers on the ground, in collaboration with our livestock farming partner Vlaams Hoeverund. The objective? Investigating how we can store carbon in the soil. Possible techniques are:
• Crop rotation: Growing a different crop on the same plot of land every year and repeating the process, resulting in disease prevention and soil improvement.
• Soil coverage: By smart mowing and sowing, fields always remain covered, which promotes carbon storage.
• Spreading wood chips: Wood chips and shavings have a beneficial effect on CO2 storage.
• Planting additional trees: Trees collect CO2 from the air and store carbon in the soil through their roots.
Springboard to regenerative agriculture
During the project we established that the carbon farming techniques can be extended to regenerative agriculture. In addition to storing carbon, with regenerative agriculture we increase biodiversity, limit artificial fertiliser use and improve soil quality and health. We shall shortly be conducting a pilot test on our own land. We're convinced that this form of agriculture will be an essential part of sustainable and financially profitable agriculture in Belgium.
Technology for more sustainable potato growing
Colruyt Group has been working for years on innovation projects to make potato growing more sustainable. We are currently testing new technologies and techniques, like soil sensors, drones and seeds, in various fields in West Flanders and Flemish Brabant, but also in Congo.
Precision agriculture from the air
Soil sensors measure the moisture of the soil on four plots of the Het Zilverleen organic vegetable enterprise in Alveringem. The collected data tell the cultivation manager exactly how dry or moist a field is and when, for example, watering is required. As soon as the first potato plants emerge, a drone springs into action. On a 5-hectare test field, it detects from the air every possible deviation, allowing farmers to fertilise, spray and plant in a much more targeted manner in the future.
Something beautiful is sprouting in Congo
In Congo we're testing new potato varieties grown from seed instead of seed potatoes. With just 25 grams of potato seed we can grow as many potatoes in a one-hectare field as with 2,5 tonnes of seed potatoes. This not only saves a lot of storage resources. With the new technology, we can also develop varieties more resistant to potato diseases twice as quickly than before.
Why drones?
▶ Farmers save time
▶ Less fertiliser required
▶ Targeted spraying of crop protection agents
▶ Plant diseases detected faster
Using a drone, we can intervene in the field much faster and more precisely and safeguard our food supply.
Kobe De Cooman, project engineer Smart Farming
Belgian mussels, only from us Belgian strawberries all year round
Did you know that we’re the only retailer to offer Belgian mussels? These come from our own sea farm off the Belgian coast: Zeeboerderij Westdiep. Our mussels are therefore a good example of local production. Not unimportant: they are also full of flavour!
Currently there are about 30 lines, on which we expect a harvest of 50 tonnes of mussels this year.
Stijn Van Hoestenberghe, operations manager of the sea farm
Last year, we presented a scoop: the first Belgian mussels from our own sea farm. Thanks to the success of this innovation project, we have a higher volume in 2024. This year, you'll find them again in the Cru fresh markets all season long, and can order them preprepared from our Cuit restaurants and a number of other catering establishments.
What are the advantages of our sea farm?
▶ Mussel spat, i.e. mini-mussels that naturally abound in the Belgian North Sea, attaches naturally to the ropes.
▶ Growing is fast: the small shells take all their nutrients from the plankton-rich water.
▶ Unlike soil-cultured mussels you don’t have to scrape the seabed with nets: good for biodiversity and less sand to wash off.
▶ Low CO2 emissions: only 0,6 kg per kilo of mussel meat. In addition, the mussels absorb CO2 to grow their shells.
Offering our customers locally produced strawberries all year round: it’s possible with vertical farming! With 'vertical agriculture' you grow plants and crops in a closed installation in several layers one above another. This way, you can grow a lot on a small area. The goal is not to replace our Belgian growers’ strawberry cultivation, but to supplement or extend the supply for customers right through the year.
Towards a larger pilot installation
Right now we are still at the experimental stage. After thorough research and lab tests, we launched a pilot project in 2021 together with Ghent University, KU Leuven and VLAIO. Next summer, we shall start building a larger pilot installation in the Hellebroek distribution centre in Halle. The first strawberry plants will be planted there in spring 2026.
Why grow vertically?
▶ 90% less water
▶ 35-50% less energy
▶ No pesticides
▶ Fewer transport kilometres
Smart initiatives for less food loss
We succeed in effectively selling no less than 97,2% of our fresh food products. That's the result of our global approach. We act preventively to avoid food loss and reactively to process food surpluses. In this way, we reduce our ecological footprint.
Efforts in the chain
• Automated replenishment: Every store needs a stock of fresh food. Certainly not too little, but not too much either. For most products we look 14 weeks into the future every day, and for some even up to one year. Software and AI help us predict how much of a product we will sell. The seasons, the weather, holidays, promotions: all this affects our stock.
Food loss is more than a computer model, it affects us all. Only with the right mindset and commitment from everyone can we make a difference.
Anne Verdoolaege, food loss specialist
• Optimal cold chain: By using refrigerated carts during transport and in the store, both our fresh and frozen products remain at the right temperature for longer. This way, we can be sure that they remain of high quality, and we can prevent food loss.
Focus on longer shelf life
• Citrus fruits: We’re currently rolling out a plant-based protective layer for our citrus fruits. This edible coating is colourless, odourless and tasteless and uses natural products. It’s made from components present in fruit and vegetable peel that prevent dehydration and moisture loss in a natural way. Grapefruit and mandarin oranges have already been coated this way since June this year, and the eating and juice oranges will follow this summer. In the autumn, limes will also get a vegetable coating and we shall test it on pomelos.
• Avocados: We also cover our avocados with a 100% vegetable protection layer. This keeps them fresh 7 days longer.
• Pineapples: By removing the crowns from the pineapples we sell in stores, the fruit has a longer shelf life and can be transported more easily.
• Chicory: We’ve reduced the oxygen content in the chicory packaging, keeping it fresh up to twice as long.
Why vegetable coating?
▶ Plant-based alternative to more environmentally harmful coatings and plastic packaging
▶ Better product quality: less moisture and colour loss
▶ Longer product shelf life
▶ Less food waste
Processing food surpluses
• Draff: Draff is a fibre- and protein-rich by-product from the beer brewing process. Every year, approximately 230.000 tonnes of these grain residues are used in Belgium for animal feed or are exported. Grinding the draff in wet form enables us to process it in many vegetarian products.
• Donations: If, despite our efforts in the chain, we still have food surpluses, these will not be lost either. In 2023, we donated 7.850 tonnes of food to social organisations such as the Food Banks. Good for approximately 15.700.000 meals! meals donated
15.700.000
Smarter packaging to make our products more sustainable
For our private labels, we opt for the most environment-friendly packaging. Whenever possible, we reduce or simply do away with packaging. We opt for alternatives that can be easily recycled or reused, and use recycled or renewable materials. This way, we reduce our raw material consumption.
Reusable packaging
The refill packaging of Boni Eco all-purpose cleaner is our first private-label product that allows you to refill your product yourself at home. The refill contains a concentrated version of the allpurpose cleaner to which you add water yourself. This offers a number of advantages:
• The fact of transporting less water reduces the environmental impact of transport.
• Less packaging is needed, which means less waste.
This year, our product immediately won the European Private Label Award 2024 in the non-food (household) category. The jury praised the “appealing odour and effective performance of this particularly innovative and sustainable concept. The refill solution offers cost savings and environmental benefits. It contains natural ingredients and both the 100% recycled bottle and the refill carry the EU Ecolabel.”
More recyclable packaging
• Single-material packaging: Where possible, we choose packaging that we can easily recycle. All meat and poultry trays used at Okay and Colruyt Lowest Prices now consist of a single material: PET. Using this mono-material makes the trays 100% recyclable.
• Replacing black plastic: We're also focusing on recycling for the meal salads, prepared dishes and snacks of our own Boni label. 51,8 tonnes of black trays have been replaced by transparent packaging. This is recognised on the sorting line, making it suitable for recycling.
Less packaging
• Doing without plastic lids: Can you sell yoghurt, fresh cheese and desserts minus the plastic lids without loss of quality and food waste? Yes, if it depends on Boni. We removed the plastic lids from eight items up to 500 g, meaning 2.124.145 fewer lids (or 9,24 tonnes of plastic) in circulation per year.
Colruyt Lowest Prices customers who still want lids can purchase reusable ones in the store.
• Using less material: Our private label Boni has not only opted for more recyclable packaging for meal salads, prepared dishes and snacks. The focus is equally on less packaging, in other words making packaging more adapted, thinner, smaller or even omitting parts of it.
And so we once again use 21,95 tonnes less material.
51,80
tonnes less black plastic per year
9,24
tonnes less plastic lids per year
21,95
tonnes less other material per year
New steps towards emission-free transport
By 2035, all freight transport by and for Colruyt Group will be emission-free. We've also taken some neat steps forward in the past year: deliveries with cargo bikes, electric driving and testing hydrogen-powered vans. With a single goal: zero greenhouse gas emissions from our transport.
Emission-free 'last mile' at Collect&Go and Solucious
Collect&Go is fully committed to green mobility. In April 2024, our online shopping service made electric cargo bikes available free of charge to the Drivers, the private delivery people who deliver the groceries to your home. The cargo bike has a capacity of 1.000 litres – or twelve blue Collect&Go containers. Bike Republic, Colruyt Group's bicycle specialist, takes care of maintenance. Less than two months later, Collect&Go announced the purchase of seven electric vans for the Antwerp and Brussels regions.
We also want to make the 'last mile', the last kilometre to the customer, as sustainable as possible.
Tom De Prater, Collect&Go Manager
Following Ghent, Antwerp, Brussels and Mechelen, food service company Solucious now also delivers by bicycle in Leuven. The bicycle deliveries have been such a success that Solucious has ordered three additional cargo bikes from Bike Republic. The numbers are downright impressive.
12.531 deliveries by bicycle
67.196 kilometres cycled
10,7 tonnes of CO2 saved
Electric trucks in downtown Brussels
In addition, Solucious has been using five electric trucks in Brussels city centre since March 2023. Not only the power train, but also the cooling system runs on 100% green electricity. The trucks are also a lot quieter than their diesel counterparts. In one year, Solucious has already saved 7 tonnes of CO2. Ten more electric trucks will be added over the next twelve months.
Technics tests hydrogen vans
Our technical department is currently conducting tests with various models of hydrogen-powered vans. Because in addition to electricity, we also believe in hydrogen for reducing emissions from our transport to zero. Technics wants to replace all its CNG and diesel vans with battery-electric and hydrogen vehicles.
Seizing opportunities to contribute to society
As a retailer, we have many products from home and abroad on our shelves. Guaranteeing fair prices to producers enables our customers to count on an ethical supply. And sometimes we contribute in other ways: our technology improves the living conditions of many people. This way, we don't miss any opportunity to make a difference.
Living incomes for cocoa farmers
From 2020 to 2023, we invested in a direct collaboration with the ECSP cooperative and various chain actors for the 72% dark Boni chocolate bar. We started by buying 100 tonnes of cocoa a year, for which we paid a living income reference price. This consists of:
• The Fair Trade minimum price, in itself an increase in the market price.
• A quality premium.
• A living income differential, an extra premium to achieve a living income.
That total price, the living income reference price, goes directly to the farmer. The cooperative also receives a fair trade premium to invest in community projects.
The first results 38% more income for cocoa farmers
The farmers involved saw a 38% increase in their income from cocoa, but there are still some challenges ahead. A good price is an important condition for making the sector more sustainable, but is not sufficient in itself to achieve a living income. Together with Fair Trade and producer Puratos, we're scaling up
the project to the full range of Boni chocolate tablets. In addition, we’re developing initiatives involving reforestation, excluding child labour and generating income from other activities.
In this chain project, a good price is one of the simplest ways in which we can contribute to reducing poverty, child labour and
Karen Janssens, sustainable sourcing expert
Sharing our technology via IKIC
The passive cooling technology we developed ourselves at Colruyt Group has recently also been used to make cool boxes for both temperature-sensitive vaccines and for milk. The boxes answer the challenges associated with the transport and storage of these products in developing countries.
Technology from Collect&Go
“At Collect&Go, we've been using vans without cooling, but with cooling elements, for our home deliveries for several years,” says Ludo Sweron, business development manager at Smart Technics. “This is done with a mixture held in a stainless steel two-walled container that emits a fixed temperature. It reaches the desired temperature after just fifteen minutes.
That's lightning fast if you think of the classic cooling elements for refrigerator boxes. And what's more, with our technology, products cannot freeze.”
Strong
together
Last year, we joined forces with Belgian startup IKIC, short for 'I Keep It Cool'. Ludo: “We have a partnership with IKIC to use our patented technology in low- and middle-income countries. For example, IKIC is developing a box that can keep medicines cool for up to three weeks without electricity. Most models are currently in the test phase, but we at Colruyt Group continue to provide advice based on our knowledge of the technology and our experience with it.”
Why
is this important?
▶ Worldwide, up to 50% of vaccines are wasted.
▶ In low- and middleincome countries, up to 23% of milk production is lost owing to insufficient cooling and storage facilities.
Successful test in Ethiopia
The cooling can for milk, which also uses our technology, has already been tested in Ethiopia. Successfully. The high-quality cooling and storage option reduces food loss in areas with limited infrastructure, thus giving farmers more opportunities to increase their income. “For example, small-scale farmers often have difficulty getting their milk to the processor in time to make cheese,” Ludo explains. “This cooling can can really make a difference.”
Investing in employee growth
Our company grows as our 33.000 employees grow. That’s why we’re happy to invest in their careers, training and equal opportunities. We also offer support to groups that are sometimes having a harder time in life. We’re therefore very proud that some of these initiatives get noticed or are rewarded with prizes.
Minister Rutten draws inspiration from Colruyt Group's policy
The Flemish government wants to help newcomers into work faster and for the long term. As minister, Gwendolyn Rutten gathered inspiration in this field during a visit to Colruyt Group, known as a forerunner in employing people with poor access to the labour market.
Our labour market is crying out for workers. Colruyt Group's approach is very interesting in this regard.
Gwendolyn
Rutten, Flemish Minister of Civic Integration
Doing justice to every individual’s potential is the central objective of our personnel policy. This means we’re fully committed to diversity and inclusion. In this way, we succeed in helping people with more difficult access to the labour market along their professional paths. From very practical support to personal and psychosocial guidance, we focus strongly on every team member’s ability to grow.
Colruyt Group wins Retail Run Award for dual learning
For years, Colruyt Group has been committed to dual learning, where students gain experience simultaneously at school and in the workplace. Last year, no less than 74% of learning journeys started were successfully completed, thanks to good support for the young persons concerned.
More than 880 Colruyt Group employees took language lessons last year, representing an investment of 1,2 million euros.
Liesbeth Sabbe, Director People & Organisation
These efforts were recently awarded the Retail Run Award, presented by education and career fund Commerce Training. The award recognises Colruyt Group as the company with the most successful dual learning programmes in retail.
880 employees took language lessons
87.735 training courses provided 16.858 unique students
Making health easy for customers and colleagues
Healthy, happy customers and employees: that’s our aim. Health and well-being is a wide-ranging concept that we like to approach broadly – from nutrition and exercise to sleep and mental health. We’ve launched many initiatives with this holistic approach.
Broad approach to health
The power of prevention
We strongly believe in prevention. For this, we focus on a broad, accessible and personalised offering that helps customers and colleagues achieve and maintain the best possible physical, mental and social health.
We invest in a targeted way in new initiatives that support their overall lifestyles, covering the areas of nutrition, exercise and mental health.
Lisa Colruyt, division manager Identity, Brand and Marketing Health should be easy for everyone.
Our brands too reflect this broad approach to health. The synergy between Bio-Planet, Jims, Newpharma, Yoboo and Colruyt Group Academy: that’s our strength. We want to respond to our customers’ and employees’ needs at different stages in life, and also provide answers on specific topics, like diabetes or plant-based diets.
To your health
We’ve been strongly committed to employee health for many years. We’re keen to support lifestyle changes and minimise sickness. Employees are invited to do sports or gain inspiration about ergonomics, sleep, mental well-being, personal growth and more. We do this from the most scientific framework possible, surrounded by internal and external specialists.
Healthy offerings for the customer
Our customers are also clearly looking for solutions and ways to feel good about themselves. We want to make their lives easier with simple, budget-friendly solutions. We want to make health easier, step by step, through collaborations, range optimisations and our own brands. For example, we continue to optimise the composition of our Boni products and provide transparent information on product composition. In the Xtra app, filters enable customers to make healthy choices easily, while we offer education on health themes through the Academies.
Newpharma & personal service Yoboo & individual guidance
Newpharma is Belgium’s largest online pharmacy, with a range of more than 1.700 brands and 40.000 over-the-counter products. General Manager Gilles Jourquin: “Our pharmacists team screens incoming orders and offers advice on products ordered and combinations with previous purchases. Personal service is something we want to focus on even more.” Three examples illustrate Newpharma’s approach here.
• The Skin Analysis tool guides customers looking for the skin care products that are right for them.
• The Nutri test proposes the most relevant vitamins and minerals to each customer.
• The free Relaxation by Newpharma app – developed together with Jims’ yoga specialists – is a digital experience that stimulates the five senses to relax. Very relevant in times of rampant stress and burnouts.
With its recent stake in health platform Yoboo – Japanese for prevention – Colruyt Group is taking new steps in health and well-being. “Yoboo accompanies people in their attempt to feel good physically, mentally and emotionally,” says Joris De Roover of Yoboo. “We want to help them optimise their lifestyles through a personal guidance process.”
Did you know that almost 70% of Belgians want to act to improve their health, but don’t know how to go about it?
Joris De Roover, CEO Yoboo
“After completing a questionnaire, you receive an individual dashboard with the six health pillars you can work on. Yoboo supports you digitally via the platform and with a physical motivator: a unique combination! Alongside this, your own motivation is the most important thing. As an employee, you too have the possibility to examine and improve your lifestyle with Yoboo's health programmes.”
Ergonomic working for a stronger team
Ergonomics Month
It’s no secret that we attach importance to ergonomics. Committing to Ergonomics Month was therefore a simple decision. We took part for the first time in October 2023. We were especially keen to inform and sensitise VDU workers as to what your body can handle and what you ask of your body. This year, we will involve all employees – offices, stores and distribution centres. Expect information and practical tips to ensure that your body can handle more, along with methods you can apply yourself to reduce physical stress.
There’s no need to force, just grit your teeth occasionally...
Dany Usewils, team manager in Hall 2 of Dassenveld
A helping hand
Together with Belgian start-up SpineWise, Colruyt Lowest Prices tested a new technology which encourages store employees to work more ergonomically. Two sensors – one on the collar and one at hip height – measure employees’ back movements. Whenever employees adopt physically demanding positions, the sensors emit vibration signals. This way, they become more aware of their posture and work more ergonomically. In the future, we also want to offer this wearable in our Sales Academies so that every new employee can set to work in an ergonomic way.
Logistics warms up
A fit colleague is worth two. Last year, our fitness partner Jims created five videos with warm-up exercises and ergonomic lifting techniques, at the request of and tailor-made for our logistics employees in Dassenveld. The reactions to the pilot project were positive. As a next step, we’ll be looking for ways to make this initiative more accessible so that every employee enjoys participating.
less physically demanding positions 30%
Prevention of type 2 diabetes
Lifestyle has a major impact on preventing, treating and even reversing type 2 diabetes. That’s why Colruyt Group Academy, Bio-Planet, Jims, Yoboo and the Diabetes League joined forces to put the topic more into the spotlight and help our customers make more conscious health choices.
Why tackle diabetes?
▶ 1 in 10 adults in Belgium has diabetes ▶ 5% have pre-diabetes ▶ 1 in 3 is unaware of the condition
Healthy food for diabetics? Easy at Bio-Planet!
Bio-Planet wants to make it easier for diabetics to find suitable products when shopping. Working with the Diabetes League’s guidelines for a healthy diet, our organic supermarket started screening its entire range. In addition to a landing page with product information and recipes that meet the guidelines, customers can also tour stores with a dietician.
People with type 2 diabetes, pre-diabetes and insulin resistance can take action at many times. We’d therefore like to encourage you to take that step as early as possible.
Marijke Houtman, business developer
Our Colruyt Group Academy learning platform, together with BioPlanet, Jims and Yoboo, launched an online course 'The impact of lifestyle on type 2 diabetes' to help participants understand what type 2 diabetes is and what one can do about it. Top specialists go through everything in turn: theory and practice on the importance of nutrition, exercise, sleep and stress.
In June every year, the Diabetes League helps people towards more balanced diets with A Week Healthier. In 2023, Bio-Planet and Colruyt Group Academy supported this initiative. Those registering also discovered many recipes from Bio-Planet and learned how products are screened for sugars, salt and fats.
Online course on lifestyle impact
Partner of A Week Healthier
Treating animals with respect
Colruyt Group recognises that animals are sentient beings. That’s why we believe it important to treat them with respect. We not only focus on new technologies, but we're also committed to initiatives like the welfare chicken. In this way, we contribute to greater animal welfare.
Stunned lobster and crab
In our Cru experience markets, we now opt to stun lobsters and crabs before boiling, so that they become unconscious and experience no pain during cooking. The Crustastun technology is effective and scientifically proven: a stunning device provides an electric shock that switches off the animal's experience of pain within a second. A more animal-friendly alternative to live cooking. And the taste and texture remain the same. We're the first retailer in Belgium to apply this technology. We hope to inspire others and sensitise customers to choose stunned lobster.
We’re the first retailer in Belgium to apply this technology. We hope to inspire others and sensitise customers.
Andy Duerinckx, fish buyer at Cru
40,8 %
of the chicken meat offered in the Colruyt butcher's shops comes from welfare chickens
Welfare chicken replaces the standard chicken
Better living conditions for meat chickens: that’s the ambition of Okay and Colruyt Lowest Prices. Since 2022, together with 17 Belgian breeders, they’ve been gradually introducing stricter welfare criteria for chickens, based on the Better Chicken Commitment (BCC). The commitment? To replace the standard chicken with the welfare chicken across the board by 2026.
Constructive cooperation
The 17 growers use the NestBorn technology, a Belgian innovation with a global impact that meets the strictest animal welfare criteria. Thanks to the direct collaboration between the breeders and Colruyt Group, they can now offer their products in many Belgian stores. The transition is happening quickly: Colruyt butchers already offer around 30 welfare chicken references, including chicken legs, fillets, brochettes and wings, all very popular with our customers. The sales volume continues to grow.
What is the NestBorn technology?
The eggs are laid in the hatchery and then taken to the poultry farm, where they hatch directly in the poultry house. This approach offers many advantages for animal welfare: the chicks experience less stress because there is no transport of day-old chicks. And immediately after hatching, they can start eating and drinking at their natural rhythm. The result? Healthier chicks that will later become more vital and robust chickens.
What contributes to well-being?
▶ Slower growing race
▶ Lives longer
▶ 40% more space per chicken
▶ Substrates in which to scratch (seeds, straw bales)
▶ Presence of natural light
▶ Installation of perches
