Mora, part of the Van Geloven Group, has announced that it will be sourcing chicken produced from end-of-lay broiler breeder hens. Novi Pluim, an association of producers, raises these broiler breeders under its NoviPlus sustainability label.

"The NoviPlus concept of the Novi-Pluim association is developing very rapidly," said Novi-Pluim in a news release. "The concept was presented in 2015, together with poultry processor Remkes of Epe, various NGOs and Wagenigngen University. Within the NoviPlus concept, both the producers, transporters and poultry processor must meet the animal welfare and sustainability criteria.

"A bonus system on the basis of animal welfare criteria is part of the conept, and for the producer it is an incentive within this concept, which is audited by Kiwa every year."