For high standards of animal welfare

Improving animal welfare

We take our responsibility seriously to help improve animal welfare and livestock husbandry for products of animal origin. Through close collaboration with scientists, nongovernmental organizations, and our business partners, we have been able to drive important initiatives toward higher animal welfare standards.

We are continuously refining our measures and regularly reviewing their effectiveness.

Animal welfare at REWE and PENNY

Our goal is to convert 100 per cent of our own-brand fresh meat to at least level 3 farming methods by the end of 2030.

Our Milestones

Fresh meat at REWE in Germany, available at the deli counter:

Achieved ahead of schedule in 2021: 50 percent of fresh meat to meet at least Level 2 animal welfare standards

Private-label fresh meat (beef, pork, and poultry) at REWE and PENNY in Germany in the self-service section and at the deli counter:

Almost fully achieved by 2025: Convert 100 percent of private-label fresh meat to at least Level 2 animal welfare standards by the end of 2025
Convert 100 percent of private-label fresh meat* to at least Level 3 animal welfare standards by the end of 2030 (*including unprocessed frozen chicken products)

Private-label fresh chicken at REWE and PENNY in Germany, available in both the self-service and deli sections:

Not fully achieved by 2025: Convert at least 30 percent of private-label fresh chicken meat to at least Level 3 animal welfare standards by the end of 2025 (the 30 percent target will continue to be pursued unchanged until the end of 2026)

REWE and PENNY’s private-label sausage assortment* (beef, pork, and poultry) in Germany, available in both the self-service and deli counter sections:

2025 target nearly fully achieved: Convert 100 percent of the private-label sausage assortment to at least Animal Welfare Level 2 by the end of 2025

Private-label drinking milk at REWE and PENNY in Germany:

Achieved by 2025: 100 percent of drinking milk will be transitioned to at least Animal Welfare Level 2
100 percent of drinking milk will be transitioned to at least Animal Welfare Level 3 by the end of 2030

Improved Animal Welfare at REWE and PENNY

We set clear requirements for our suppliers and promote animal welfare through standards and our involvement in various initiatives.
Regional Programs

By the end of 2030, we will offer only fresh pork from husbandry levels 3 and higher at our deli counters and in our refrigerated sections. REWE also offers regional pork under the “Strohwohl” and “Landbauern” brands, from pigs that are primarily raised on straw.
Animal Welfare Initiative

As a founding member, we play a leading role in the development of the “Animal Welfare Initiative” and are committed to improving industry-wide animal welfare standards. Since 2024, REWE and PENNY in Germany have been working to display the five levels of housing system labeling—from Level 1 (“Barn”) to Level 5 (“Organic”) — visibly on their products nationwide in accordance with the government’s animal husbandry labeling system.
Development of Level 3 Housing System Chicken Meat

The REWE Group is committed to continuously improving the housing system criteria beyond the goals of Level 3 and will only accept improvements that benefit animal welfare. In addition, the REWE Group will ensure the use of slow-growing breeds in accordance with the ECC/RSPCA positive list. Waterbath stunning is prohibited in the REWE Group’s fresh meat supply chains in accordance with the Animal Welfare Guidelines. We are currently developing a roadmap to achieve our goals by 2030; the current status for 2026 can be viewed on this website under “Our Goals.” In addition, we offer here a look at our current progress in transitioning the private-label fresh chicken supply chain.
- To husbandry form
- About ECC/RSPCA

Animal Welfare in Tourism

As early as 2017, a binding animal welfare guideline was developed based on the DERTOUR Group’s Statement of Principles on Animal Welfare. This guideline is consistently implemented in collaboration with all partners, animal welfare experts, and industry committees worldwide as part of an ongoing process. For example, the DERTOUR Group has, among other measures, eliminated all excursions or attractions that interfere with the natural behavior of marine mammals.

The DERTOUR Group is committed to consistently strengthening animal welfare in tourism. The DERTOUR Group has independent animal welfare experts review excursions and offerings that could pose risks to animal welfare through audits based on the detailed criteria outlined in the Animal Welfare Guidelines.

Through ongoing dialogue with providers, the travel industry, and animal welfare organizations, the DERTOUR Group works to make existing offerings more animal-friendly, develop innovative solutions for responsible animal experiences, and contribute to long-term, sustainable improvements in animal welfare standards in tourism.
- To the guideline

Strategic approach

In our Guidelines for Greater Animal Welfare, we define a binding framework for action regarding species-appropriate husbandry, the production of animal-derived products, and general animal welfare for REWE and PENNY in Germany. The DERTOUR Group’s Animal Welfare Guidelines outline our objectives for animal welfare in tourism.

In 2020, the REWE Group began revising and realigning our strategy for species-appropriate conditions in livestock farming. Our goal is to further embed animal welfare throughout our supply chains. We are guided by a four-step process designed to identify the key impacts on animal welfare and implement appropriate measures for improvement within our product supply chains.
- On the management approach in our sustainability report

Strategic Approach to Fish and Seafood

Fish is an important part of our diet. About 20 kilograms per person per year are consumed worldwide. In addition, fisheries and aquaculture are of great economic importance, as they provide a livelihood for 59.5 million people. However, both sectors have negative environmental, social, and economic impacts.