The chain concept Good Farming Star, taking off in 2010, was the first large-scale quality concept in the Netherlands at the time. It pays extra attention to animal welfare and sustainability. Within this concept, Vion cooperates with well over 180 Good Farming Star pig farmers in the Netherlands. In the supermarkets of Dutch retailers, the meat carries the single star of the Beter Leven (Better Life) quality mark. This mark, carried by the Dutch Society for the Protection of Animals (Dierenbescherming), results in additional attention to animal welfare and health, such as more living space and playing materials.