UK | All fresh chicken from Waitrose will now meet the elevated 'Better Chicken Commitment, ' guaranteeing customers significantly higher quality and ethically sourced fresh British poultry.
Waitrose has launched a radically transparent welfare labelling scheme to help customers make informed choices and understand the specific production methods and quality of life behind their chicken.
While launching its welfare labelling scheme, Waitrose asked the Government to introduce mandatory, industry-wide welfare labelling to help guide customers’ choices wherever they shop.
Waitrose will first launch the scheme across all fresh chicken from UK farmers, giving customers the transparency to have even more confidence in the food they buy. This system rates chicken products into five distinct tiers, with the lower two tiers absent from all Waitrose own-brand chicken.
The clear, visual labels differentiate between various farming methods using a tiering system – a first for a UK-run supermarket – such as standard indoor, more space indoor, BCC-compliant, free range, and organic, empowering customers to make informed choices.
"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 care about welfare, with nearly 70 percent 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 new scheme has reinforced Waitrose's long-standing dedication to animal welfare and transparency. By providing clear and accessible information, Waitrose will help its customers connect their values with the exceptional taste on their plates, contributing to higher welfare and a more sustainable food system.
This groundbreaking move to BCC can only be achieved with the commitment and support of Waitrose farmers. Waitrose has continuously worked with its long-standing British farmers, sharing the belief that animals should live a good life in good conditions, expressing natural behaviours, and ultimately living happier lives.
"I'm proud to be a Waitrose farmer as they move to the Better Chicken Commitment. At the early stages, the birds were very inquisitive, pecking at all the different bits of the shed. They also love the play bales and the perches too,” said Neill Patterson, Waitrose Farmer.
“When you're walking the birds, it's nice to see that activity and the birds foraging and dustbathing, exhibiting natural behaviours. It's fantastic to partner with Waitrose, big moves like this take long established relationships”.
Method of production labelling is already mandatory on shell eggs, which has led to more shoppers choosing higher-welfare eggs. This has increased demand for higher welfare eggs, helping to drive welfare improvements for millions of egg-laying hens.
“The RSPCA has long been campaigning for the UK Government to introduce a mandatory method of production labelling on all animal products to give consumers the transparency they deserve on how that animal has been cared for,” said David Bowles, Head of Campaigns & Public Affairs, RSPCA.
“So we welcome this trailblazing move by Waitrose as the retailer is set to introduce its labelling scheme.”
Dr. Tracey Jones, Global Director of Food Business, Compassion in World Farming, added that it was fantastic to see Waitrose’s new welfare label hitting the shelves. It goes 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.
There is a growing demand for transparency and ethical sourcing in the food industry, with consumers increasingly prioritising animal welfare and its connection to quality and taste.
