Marks & Spencer (M&S) has increased its British farming commitments by 33%, which it said was a response to a sales uplift in its value chicken lines.
The retailer found that sales of its Remarksable Chicken were growing quickly with cuts such as legs (up 21%) and drumsticks (up 20%) increasing in popularity between September and January.
M&S reported sales growth of 20% across its Remarksable Value, ‘Dropped & Locked’ and ’Bigger Pack, Better Value’ lines. It said the growth requires additional Oakham Gold farms coming into operation, alongside new breeding and rearing facilities, which it said would “further support” UK farming jobs while bolstering M&S’ commitment to offering value and quality to customers.
Alex Freudmann, managing director of food at M&S, commented: “Our customers are increasingly looking for products that deliver great value without compromising on quality. The success of our Remarksable Value chicken range proves that you don’t have to sacrifice high welfare and taste for affordability. By expanding our British farming commitments, we’re supporting UK agriculture while meeting growing demand for high-quality, high-welfare food.”
M&S highlighted that its slower-reared Oakham Gold chickens are fed a multigrain diet, inhabit a more natural environment and have 20% more space to roam. The retailer was also an early signatory of the Better Chicken Commitment, launched by animal welfare organisations from across Europe.
The expansion reportedly builds on M&S’s commitment to British farming through its Plan A sustainability program. As part of Plan A Farming, M&S is working with its Select Farmers to “pioneer regenerative farming methods” that aim to protect soil health, enhance biodiversity, and improve animal welfare while maintaining food security. M&S has reiterated it is committed to supporting British farmers and through sourcing 100% British across products such as chicken, beef, pork and milk.
2 Sisters Food Group says investment “will create new jobs”
M&S has a long-standing partnership with 2 Sisters Food Group, a food producer that supplies M&S with various products. The partnership includes collaboration on new product development, supply chain transformation, and food donation initiatives that aim to combat food insecurity.
Ranjit Singh, president of 2 Sisters Food Group, stated: “This increased commitment from M&S represents a significant investment in British farming and is a clear vote of confidence in our high welfare standards. The expansion will create new jobs and support farming communities across the UK, reinforcing the long-term strength of British agriculture.”
Kathryn Turner, director of product development M&S Food, said: “As well as choosing value and higher welfare, customers are increasingly opting for more flavoursome, wholesome cuts. While chicken breasts have ruled for a generation, we are now seeing strong growth in thighs and drumsticks. Customers tell us they’re doing more slow cooking, but also looking for the natural benefits of collagen, which is abundant in these cuts. We’ve found that because M&S chicken is slower grown, it delivers a richer flavour in dishes like casseroles than standard chicken.”
M&S said the expansion will increase its annual wheat requirements from 25,000 to 30,000 tonnes to feed the larger flock supplied from the Southwest of England and Scotland.
