Waitrose has launched “radically transparent” animal welfare labelling for chicken and will meet the requirements of the Better Chicken Commitment this year, rather than in 2026 as it had originally planned.
The retailer has also become the first major UK supermarket to fulfil the criteria of the BCC across its entire chicken offering, having committed to meet the industry standard across fresh, frozen and with chicken used as an ingredient (including ready meals and sandwiches), by the end of August. Waitrose’s fresh chicken starts off the transition, moving to BCC standards by the end of this week.
The retailer said its move on chicken used as an ingredient was an “industry first”, while the RSPCA described it as “trailblazing”. It sets Waitrose apart from its rival M&S, which had already met the requirements of the BCC – and was the only UK supermarket to do so – but only for fresh chicken.
Animal wellbeing
The BCC mandates a series of improvements to the physical and mental wellbeing of chickens, from more space per bird, access to natural light and enrichments that encourage natural behaviours, plus the use of slower-growing breeds.
The supermarket chain’s new animal welfare labelling for its own-label fresh chicken, meanwhile, would “help customers make informed choices and understand the specific methods of production and quality of life behind their chicken”.
Like Lidl’s method of production labelling scheme, unveiled in 2019, Waitrose’s labelling splits chicken products into five distinct tiers, with the lower two tiers absent from its lineup.
The “clear, visual labels” – available on the new fresh packaging from this week – differentiated between various farming methods, from standard indoor, more space indoor, BCC-compliant, free-range, and organic, “empowering customers to make informed choices”, Waitrose said.
Read more: Why Waitrose is putting welfare labelling on meat
The scheme reinforced the retailer’s “leading and long-standing dedication to animal welfare and transparency”, it added. And by providing clear and accessible information, “Waitrose helps its customers connect their values with the exceptional taste on their plates, contributing to higher welfare and a more sustainable food system”.
Mandatory labelling
While launching its own welfare labelling scheme – which it said was a first for a UK-run supermarket – Waitrose is also calling on the government to introduce mandatory, industry-wide welfare labelling “to help guide customers’ choices wherever they choose to shop”.
The former Tory government launched a consultation last March into extending the mandatory method of production labelling seen on eggs to other categories, but the current Labour administration is yet to take any further action regarding the proposals.
“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,” Waitrose said. “Clear and consistent benchmarks across the industry are vital.”
“The move [to meet BCC requirements] demonstrates our determination to lead the industry towards higher standards,” said Waitrose chief commercial officer Charlotte Di Cello.
“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 added.
The RSPCA’s head of campaigns and public affairs David Bowles hailed Waitrose’s announcement as a “trailblazing move”.
The charity had “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”, he added.
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