New rules on the labelling of fresh, chilled or frozen meat (from sheep, goats, pigs and poultry) will apply from 1 April 2015. 

The rules require the label to indicate the country which the animal was "reared in" and "slaughtered in". If animals were born, raised and slaughtered in the same country, then the label can simply state the "origin" country.

Agreed by Member States in December 2013, the new rules were required under the Food Information for Consumers Regulation of 2011. They reflect the consumer interest above all in the place where animals are farmed while avoiding a major additional burden and costs for the supply chain.