Stichting Beter Leven keurmerk

What Stichting Beter Leven keurmerk does

Stichting Beter Leven keurmerk (SBLk) is a Dutch nonprofit foundation (Stichting) established in 2007 and headquartered in Utrecht that operates the Beter Leven keurmerk, the largest animal welfare certification scheme in the Netherlands. The foundation is operationally housed under Dierenbescherming (Dutch Animal Protection), which owns the welfare criteria; SBLk manages certification, oversight, and scheme integrity on its behalf. The scheme uses a graduated 1-3 star rating — from minimum additional space and enrichment (1 star) through outdoor access (2 stars) to maximum choice freedom (3 stars) — and covers dairy cattle, beef cattle, veal calves, pigs, broiler chickens, laying hens, turkeys, and rabbits, with criteria extended to dairy products in 2019 and to pet food in 2017.

The technology and operational backbone combines a public online register of certified participants, a BLk company portal for participant onboarding and document management, DNA analysis for supply-chain traceability, mandatory camera surveillance in pig slaughterhouses (introduced January 2020) with smart-camera software for real-time welfare alerts, and AI-powered data control to detect non-compliance. Certification is delivered through five accredited independent Certification Institutions (Control Union Certifications, Kiwa VERIN, SGS Nederland, Producert, Qlip), with chain directors (ketenregisseurs) acting as channel partners managing primary farm registrations.

SBLk generates revenue through annual participation fees paid by secondary companies (processors, retailers, food service), plus volume-based variable fees from slaughterhouses (per animal), dairy processors (per kg raw milk), and egg packing stations (per packed egg). Primary farms do not currently pay a direct contribution to SBLk but bear the cost of CI controls. A small advertising revenue stream comes from newsletter distribution. The label covers approximately 1,900 livestock farms and 700 food-sector companies, applies to roughly 38–40 million animals annually, and corresponds to €1.1 billion in certified product turnover (2019), with 94% Dutch consumer brand awareness.

Name

Stichting Beter Leven keurmerk

Legal name

Stichting Beter Leven keurmerk

Website

https://beterleven.dierenbescherming.nl

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Stichting Beter Leven keurmerk (SBLk) is a Dutch nonprofit foundation that operates the Beter Leven keurmerk, the Netherlands' largest animal welfare certification scheme, certifying approximately 1,900 farms and 700 food companies across an 1-3 star welfare rating for dairy, meat, eggs, and poultry.

Ownership category

akta.pro rank

Product category

Animal Welfare Certification Services

SIC

Agricultural Services (700)

akta.pro primary industry

Animal Welfare Auditing, Compliance & Certification Services (Non-testing Lab) (AFAEALAN)

Keywords

• Animal welfare certification
• Food certification services
• Livestock welfare standards
• Supply chain traceability
• Third party certification

Headquarters

HQ city

Den Haag

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Annual Participant Fees: Secondary companies (processors, retailers, food service) pay an annual fee for participation, regardless of the number of products or animal species. Slaughterhouses, dairy processors and egg packing stations pay additional variable fees based on volume (number of slaughtered animals, kg of raw milk received, or number of packed eggs).
2. Certification Fees: Primary companies (livestock farms) currently pay no direct contribution to SBLk, but do bear costs for controls by the Certification Institution.
3. Newslettre Advertising: Email addresses are shared with third parties for newsletter distribution.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Stichting Beter Leven keurmerk (SBLk) operates the Beter Leven keurmerk (BLk), a private animal welfare certification scheme that rates livestock farming on a 1–3 star scale. The certification covers dairy cows, beef cattle, veal calves, pigs, broiler chickens, laying hens, turkeys, and rabbits, and was extended to dairy products in 2019. Primary farms, slaughterhouses, processors, and retailers must all be certified to carry the label on meat, eggs, and dairy products sold to Dutch consumers.

Product overview

Stichting Beter Leven keurmerk (SBLk) operates the Beter Leven keurmerk (BLk), a private animal welfare certification scheme built on a 1–3 star rating system. The core offering is the certification system itself, which sets welfare criteria per animal species (dairy cows, beef cattle, veal calves, pigs, broiler chickens, laying hens, turkeys, and rabbits) and per star level (1 star = more space and enrichment, 2 stars = more space with outdoor access, 3 stars = maximum choice and outdoor access). The scheme has been extended to cover dairy products. Certification is required across the entire supply chain from primary farms to retailers. SBLk supports the scheme with inspection and certification services, a company portal for participant management, and enforcement tools including DNA analysis, smart camera surveillance, and AI-powered data control. An annual Beter Leven Week campaign ('Eet bewust') raises consumer awareness during week 43.

Differentiator

Problem solved

Functional benefit

Products and services

• Beter Leven keurmerk (BLk) Certification System Private certification scheme administered by Stichting Beter Leven keurmerk (SBLk) that rates animal welfare conditions in Dutch livestock farming on a 1–3 star scale. The scheme covers dairy cows, beef cattle, veal calves, pigs, broiler chickens, laying hens, turkeys, and rabbits, and was extended to dairy products in 2019. Primary farms (livestock holders) and secondary companies (slaughterhouses, egg packing stations, processors, logistics providers, butchers, food service, and retailers) must all be certified to carry the label on meat, eggs, and dairy products sold to consumers.
• BLk Inspection and Certification Services Oversight and auditing services for participants in the Beter Leven keurmerk, delivered in cooperation with five accredited, independent Certification Institutions (Control Union Certifications, Kiwa VERIN, SGS Nederland, Producert, and Qlip). Services cover regular periodic and additional risk-based controls, announced and unannounced inspections, DNA analysis for traceability, smart camera surveillance in slaughterhouses, and AI-powered data analysis to detect non-compliance.

Quantifiable outcome

• 38 million animals raised under Beter Leven criteria in 2019, expected to reach 40 million in 2020
• +4 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Control Union CertificationscoreImplementation/ SI/ Consulting PartnerAccredited certification institution (CI) that conducts audits and inspections of participants. One of five authorized CIs that verify compliance with Beter Leven criteria.
• Kiwa VERINcoreImplementation/ SI/ Consulting PartnerAccredited certification institution (CI) that conducts audits and inspections of participants. One of five authorized CIs.
• SGS NederlandcoreImplementation/ SI/ Consulting PartnerAccredited certification institution (CI) that conducts audits and inspections of participants. One of five authorized CIs.
• ProducertcoreImplementation/ SI/ Consulting PartnerAccredited certification institution (CI) that conducts audits and inspections of participants. One of five authorized CIs.
• QlipcoreImplementation/ SI/ Consulting PartnerAccredited certification institution (CI) that conducts audits and inspections of participants. One of five authorized CIs.
• Chain Directors (Ketenregisseurs)coreChannel Partner/ Reseller/ DistributorCompanies (often slaughterhouses or egg packing stations) that register and manage primary companies (livestock farmers) in the certification system. They process farmer data and share it with SBLk.
• Dierenbescherming (Dutch Animal Protection)coreStrategic or Co-development PartnerThe Dutch Animal Protection organization that owns and manages the Beter Leven label criteria. SBLk manages certification and borging on behalf of Dierenbescherming.
• Natuur & MilieuminorStrategic or Co-development PartnerEnvironmental organization collaborating on sustainability criteria, particularly for dairy products with additional nature and environment requirements.
• Vogelbescherming NederlandminorStrategic or Co-development PartnerDutch Bird Protection organization collaborating on criteria for biodiversity and nature around farms in the dairy certification program.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Initiative Tierwohl: German multi-stakeholder programme (retailers, producers, food industry) funding higher-welfare standards for pork and poultry in German retail. Comparable to Beter Leven in retailer-funded industry welfare programme model, though structured as a financial contribution scheme rather than a consumer-facing tiered label.
• Certified Humane: International animal-welfare certification program covering dairy, beef, poultry, eggs, sheep and pigs with independent third-party inspections. Directly comparable to Beter Leven in welfare-standard-based certification across multiple livestock species.
• Red Tractor Assurance: UK farm-assurance scheme covering animal welfare, food safety, traceability and environmental protection across livestock, dairy and produce. Comparable to Beter Leven as a broad, supply-chain-spanning farm certification scheme with independent audits and retailer backing.
• Global Animal Partnership (G.A.P.): North American multi-step animal-welfare certification covering beef, poultry, pork, dairy and sheep with 5+ tier ratings. Comparable to Beter Leven's graduated star-system approach and supply-chain scope, though operating in a different geography.
• RSPCA Assured (Freedom Food): UK farm-animal welfare certification scheme run by the RSPCA covering pigs, poultry, dairy, beef, salmon and more, with a tiered labelling approach and independent inspection. It is the most direct international analogue to Beter Leven in scope (multi-species, supply-chain certification) and target market (premium welfare-conscious retailers/consumers).
• Label Rouge: French quality and animal-welfare certification scheme covering poultry, meat, eggs and dairy, with strict production specifications including slower-growing breeds and outdoor access. Directly comparable to Beter Leven in multi-species welfare certification and retailer adoption model.
• Neuland: German animal-welfare meat label with strict standards for cattle, pigs and poultry including outdoor access and slower growth. Directly comparable as a German-market multi-species welfare label focused on retail meat counters.

Broad incumbents

• Bioland: Largest German organic-farming association with welfare-adjacent standards covering dairy, meat, eggs and crops. Comparable as an established farm-certification ecosystem with consumer recognition, but oriented to organic rather than pure welfare.
• EU Organic (Euroleaf): EU-wide regulatory organic certification scheme with mandatory animal-welfare baseline for organic livestock production. Comparable as a competing/welfare-adjacent third-party-assured label with multi-species coverage and EU-wide reach that may overlap or substitute for Beter Leven in some categories.

Others

• Dierenbescherming (parent NGO): Dutch Animal Protection Society, which owns and sets the criteria for the Beter Leven mark and under whose umbrella SBLk operates. Not a peer in the competitive sense but the strategic parent that defines scheme standards and policy direction.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/stichting-beterlevenkeurmerk

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Stichting Beter Leven keurmerk