This study examines the role of the Co-op supermarket chain, which successfully expanded animal welfare(AW)egg and chicken products through a program of retail Research. Supermarkets sell free-range eggs at approximately double the price of cage eggs a difference that has not affected their sales. Simultaneously, supermarkets fiercely compete on price, including those of AW products. However, plenty of these products continue to sell at every store. The Co-op is a smaller grocery chain in the UK that chose an innovative way to distinguish itself from its rivals. Rather than compete on price or quality the Co-op adopt a strategy of creating an original AW standard for meat products, turning animal welfare into its characteristic competence.

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