Supermarket chain Waitrose is to become the first UK grocer to surpass the Better Chicken Commitment standards across all ranges.
From this week, all fresh chicken from Waitrose will meet the ’Better Chicken Commitment’ for higher quality and ethically sourced fresh British poultry. By the end of August, all Waitrose own brand chicken will meet BCC’s higher welfare standards – a move described by the RSPCA as “trailblazing”.
Waitrose has also launched a new welfare labelling scheme across its fresh chicken ranges, which it claims will help customers make informed choices and understand the specific methods of production and quality of life behind their chicken. The supermarket is also advocating for Government-mandated industry-wide labelling to help guide customers’ choices.
Research by the RSPCA indicates 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. A 2023 survey by the RSPCA found that 84% of respondents said there should be more transparency in the food service industry around the products used in processed and pre-packaged foods. 62% said they would be more likely to buy higher welfare animal products if they were labelled clearly.
Ratings system
The supermarket’s 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.
“The move demonstrates our determination to lead the industry towards higher standards.”
Charlotte Di Cello, Waitrose chief commercial officer
Charlotte Di Cello, chief commercial officer at Waitrose, stated: “We believe in a food system where animal welfare is paramount, producing the best quality, delicious food, ethically and sustainably.
“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.”
Labelling and welfare
Waitrose is asking the Government to introduce a mandatory system but, in the meantime, is introducing its own scheme, stating that without this widespread transparency, welfare standards risk being overlooked and customers, who are otherwise keen to support higher welfare, lose out or, even worse, are misled.
Method of production labelling is already mandatory on shell eggs and has led to more shoppers choosing higher welfare. It has increased demand for higher welfare eggs, helping to drive welfare improvements for millions of egg-laying hens. It’s important for British farmers, too, who typically follow higher welfare standards than those abroad, but risk being undercut. Farmers should be fairly recognised and rewarded for higher standards.
David Bowles, head of campaigns & public affairs at RSPCA, said: “The RSPCA has long-been campaigning for the UK Government to introduce mandatory method of production labelling on all animal products to give consumers the transparency they deserve on how that animal has been cared for. So we welcome this trailblazing move by Waitrose as the retailer is set to introduce its own labelling scheme.”
