According to the retailer's new animal welfare policy, pigs can have more space, play, and exercise their natural behaviour. In addition, antibiotics are only given when the animals are sick, reports European Supermarket Magazine.

"We are the first Belgian retailer that sells more sustainable pork," said Jeroen Bal, purchasing and marketing director for Lidl Belgium.

"This is a big step for us. We expect an annual growth of 10 per cent between now and 2020, involving sustainable products."

Lidl will provide farmers with a fixed fee, which is not subject to the fluctuant prices of the market, to help them implement these standards.

In return, the farmers will have certainty of sales, breeding meat exclusively for Lidl.