PLUS sets up unique, transparent supply chain in collaboration with Vion

Date: 12-09-2019

14 Dutch pig farmers exclusively work together with PLUS

As of mid-October 2019, the Dutch supermarket chain PLUS will start selling fresh and processed pork products from its own, transparent supply chain. The pork in this chain has one star within the Beter Leven label and is initially supplied by 14 Dutch pig farmers. The pork originates from Vion’s Good Farming Star concept, in which a customer-specific product flow is established for PLUS. PLUS, Vion and the pig farmers will jointly work on the further development of this PLUS supply chain in terms of taste, animal welfare and sustainability, among other things. This fits in with Vion’s ambition to develop demand-driven, sustainable supply chains: Building Balanced Chains.

The selected pig farmers produce exclusively for PLUS and will act as ambassadors of PLUS pork. Initially, 14 pig farmers will participate in the chain.

Learning about the origin
More and more consumers want to know where their pork comes from and consider it important that the animals have led a good life. By choosing its own private supply chain, PLUS provides insight into the origin of its fresh and processed pork products. On the PLUS website, the 14 pig farmers are introduced extensively. It will also be visible at the pig farms that they supply to PLUS.

Upgrade Good Farming Star
Vion is supply chain partner of PLUS in the development of this new transparent PLUS chain. The meat from this supply chain is processed at the Vion abattoir in Groenlo. John de Jonge, COO Vion Pork: “A customer-specific product flow is established for PLUS within the Good Farming Star programme. This means an upgrade for the Good Farming Star system because we are covering a specific demand in the market and are working together on additional aspects in terms of taste, animal welfare and sustainability. This fits in with Vion’s ambition to be a game-changer in the development of demand-driven, sustainable supply chains: Building Balanced Chains.”