UK supermarket Waitrose & Partners has committed to 100% free range own-label British pork by 2027, with the retailer stating it would support British farmers.
From 15th October 2025, all pork mince, steaks, chops and joints will be free range and available to purchase online and in Waitrose shops, with the intention for all own brand products to be free range by 2027.
The new free range products will include a tiered welfare label to help “guide customers to better choices”.
Charlotte Di Cello, chief commercial officer at Waitrose, stated: “We believe that happy pigs make the best pork. Our commitment to 100% British free range across all our Waitrose products reflects our dedication to providing our customers with unbeatable quality, taste, and value with values.
“When you choose Waitrose pork, you’re not just choosing a meal; you’re choosing ethically raised, delicious British produce and truly backing British farmers who share our values.
“This isn’t just about happy pigs; it’s about happy customers and farmers too. Waitrose is investing in British pig farming over the next decade, ensuring top-tier animal welfare standards and delivering tasty, high-quality pork at great value.”
“We remain fully committed to providing consumers with the highest quality pork while ensuring the welfare of animals.”
Nick Robinson, Pilgrim’s Europe
Nick Robinson, chief commercial officer at Pilgrim’s Europe, said: “Pilgrim’s Europe is proud to extend our partnership with Waitrose for another decade. This new agreement is a testament to the progress we’ve made together in driving positive change within the industry.
“We remain fully committed to providing consumers with the highest quality pork while ensuring the welfare of animals, supporting British pig farmers and contributing to a more sustainable future for the industry.”
Currently, Waitrose free range pork comes from pigs that have spent all their days outdoors, with the ability to roam free and have a “natural lifestyle”.
Jake Pickering, head of agriculture at Waitrose, commented: “We’re proud to work with dedicated British farmers who share our passion for animal welfare. These farmers are the heart of our business, and we’re committed to supporting them in delivering exceptional pork.
“We’re thrilled to say that if you pass a field and see pigs being reared outside, they are likely to be happy Waitrose pigs, raised and cared for by our brilliant farmers.”
Louise Valducci, head of food business, Europe at Compassion in World Farming, added: “We’re delighted that Waitrose is setting a new benchmark for pig welfare with this commitment to free range production across its UK-sourced pork.
“We applaud Waitrose’s dedication to ethical sourcing, as well as its transparency – exemplified in the new tiered welfare labels that already appear on its entire chicken range and will also be on the free range pork products.”
The news comes as Waitrose introduced the Better Chicken Commitment across its whole own brand chicken range.
