The article outlines the new initiative by ITW to introduce an animal welfare plus criterion beyond the existing QS quality assurance system for cattle. This initiative is supported by retailers, slaughterhouses, and farmers' associations. Farmers who meet the specified animal welfare requirements, including additional cleanliness and space, will be rewarded with a price surcharge of 10.7 cents per kg of slaughter weight, which will increase to 12.83 cents per kg from April 2023. The surcharge may vary bilaterally and dairy farms can also earn a supplement for slaughter cows. Inspections will be conducted twice a year and registration for the initiative will begin on March 15, 2022, with auditing starting on April 1, 2022.