Paris, July 28, 2026
Naturalia, a Casino Group retail brand specializing in organic products, announces the rollout of the Animal Welfare Label on its line of broiler chickens. This initiative makes Naturalia the first organic brand in France to incorporate this labeling on its private-label products and offers consumers the opportunity to make informed choices at the store by providing clear, reliable, and robust information on animal welfare standards.
A Major Step Forward for Transparency in Organic Stores
The Animal Welfare Label is based on a scientific, transparent, and robust methodology that assesses the level of welfare throughout the animals’ entire lives, from birth to slaughter. This approach goes beyond existing standards—including those for organic farming—by providing information specifically focused on animal welfare that is directly accessible to consumers on store shelves.
What does the Animal Welfare Label offer in addition to the Organic Agriculture label?
While the Organic Agriculture (AB) label governs a set of sustainable agricultural practices (no GMOs, limited use of inputs, feed sourced from organic farming, access to the outdoors, etc.), as well as a high standard of animal welfare on the farm and at the slaughterhouse, the Animal Welfare Label provides a detailed, complementary perspective. In particular, it allows for:
- To assess the level of well-being of chickens from birth through slaughter, using criteria specific to parent stock (9 criteria), transport (29 criteria), and slaughter (136 criteria).
- In addition to requirements related to the animals’ environment, conducting direct observations of the chickens by evaluating performance indicators (chicken behavior, litter cleanliness and crumbly texture, etc.).
- To provide a simple way to compare products, including those within the same organic category, using ratings that range from A to B.
Naturalia, the first organic retailer to join the labeling initiative
With this rollout, Naturalia reaffirms its commitment to transparency toward consumers within the specialty organic retail sector. This initiative addresses a key challenge: empowering every consumer to compare products based on criteria related to animal welfare, regardless of the point of sale, with the goal of promoting informed and responsible choices.
As Sidonie Tagliante, Director of Marketing, Communications, and CSR at Naturalia, points out: “We firmly believe that transparency should be a standard, not an option. With the Animal Welfare Label, we aim to provide our customers with a simple, reliable, and robust guide that allows them to better understand the conditions of raising, transporting, and slaughtering animals, and to make choices consistent with their expectations regarding animal welfare.”
A Foundational Commitment by the Casino Group to Transparency
Since launching the labeling initiative in 2017, the Casino Group has gradually rolled out the Animal Welfare Label across its stores, and it is now in place in the majority of its food retail network:
“Since the launch of this initiative, our goal has always been to make animal welfare transparent and comparable for everyone. Its rollout at Casino, Monoprix, Franprix, and Naturalia is fully aligned with our overall sustainability strategy, which aims in particular to enhance animal welfare, improve transparency in consumer information, and promote more responsible supply chains,” said Sandra Chartoire, CSR Director of the Casino Group.
Toward Widespread Labeling in Supermarkets?
The growing number of retailers joining the Animal Welfare Label Association reflects a desire to gradually structure the market around a shared goal: to increase transparency for consumers regarding animal welfare standards on store shelves.
This initial implementation at an organic retailer now paves the way for a broader expansion: Which retailer will be next to join the initiative and make animal welfare labeling standard across its products?
Momentum has been built, and now we need to work together to accelerate it!
