Agreements between supermarkets and meat producers on the ‘chicken of tomorrow’ are limiting competition to the detriment of consumers, according to the Dutch consumers’ authority.

The decision to replace all traditional fast-growing broiler birds with a slightly more animal and environment-friendly production method contravenes anti-cartel rules because the improvements in animal welfare do not go far enough, the ACM says.

The ‘chicken of tomorrow’ will have a little more room to move, more straw and a slightly longer life. But this is not enough to merit an exception to the ban on cartel forming, the ACM says.

In order to qualify, the advantages to the consumer must be greater than the disadvantages – the reduced choice and higher prices.

Research shows consumers are prepared to pay more for better animal welfare and environmental protection, but not for the limited improvements in the life of the ‘chicken of tomorrow’, the ACM says. ‘On balance, there are no advantages to the consumer.’

Junior economic affairs minister Sharon Dijksma said talks would continue with producers on finding an alternative which does meet ACM approval.

Anti-factory farming group Wakker Dier says supermarkets are failing to capitalise on consumer support for more animal-friendly production methods and that alternatives to the ‘chicken of tomorrow’ are available.