The UK supermarket becomes first grocer in the country to exceed Better Chicken Commitment standards.
Waitrose has now pledged to ensure all its own-brand chicken products will surpass the Better Chicken Commitment by the end of August. All fresh chickens became compliant as of this week.
The move has been described by the RSPCA as ‘trailblazing’, setting a new benchmark for animal welfare in the food industry. The supermarket is also launching a transparent labelling scheme, helping its customers make more informed choices with knowledge about production methods and quality of life prior to slaughter.
In addition to its in-house changes, Waitrose is now lobbying the UK Government to enforce mandatory welfare labelling across animal products in a bid to promote more ethical produce.
‘We believe in a food system where animal welfare is paramount, producing the best quality, delicious food, ethically and sustainably,’ said Charlotte Di Cello, Chief Commercial Officer at Waitrose. ‘Whether roasting a whole chicken, or popping a ready meal in, we know shoppers really care about welfare, with nearly 70% stating its importance in product labelling, so we hope they will welcome our raising the bar again with the BCC across our entire chicken range, together with the introduction of our new labelling.
‘The move demonstrates our determination to lead the industry towards higher standards. We are proud to work hand in hand with our brilliant British farmers and our customers to drive positive change, champion better transparency, and create a more compassionate and sustainable future for all,’ she continued.
Revisions to the Waitrose chicken labelling system involves five standard tiers. Notably, the supermarket’s own brand produce is not ranked in the lowest two of these categories, indicative of overall standards.
Farming methods are differentiated using this approach, including standard indoor, more space indoor, BCC-compliant, free range, and organic. This mirrors method of production labelling which is already standardised for shell eggs, which has been proven to drive more shoppers to choosing higher welfare options.
‘It’s fantastic to see Waitrose’s new welfare label hitting the shelves, going beyond- just the method of production to include both physical and behavioural welfare criteria, offering a more complete picture of animal well-being in their supply chain,’ said Dr. Tracey Jones, Global Director of Food Business, Compassion in World Farming.
‘This initiative is truly inspiring and, if adopted more widely, would eliminate the confusion caused by varying standards and labels among retailers,’ continued Jones. ‘We commend Waitrose for their leadership in this area and for raising the bar for chicken welfare across all its own brand fresh, frozen, processed and ingredient chicken by the end of August.’
Image: Waitrose & Partners
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