As part of its drive to lead on animal welfare, Waitrose has made a supermarket-first commitment to stock only 100% free-range own-label British pork by 2027. This means products such as bacon and sausages will come from pigs raised outdoors, living natural lives.
From 15th October, all pork mince, steaks, chops, and joints sold by Waitrose will be free-range, with the intention of all own-label products becoming free-range within two years. The new free-range products will include a tiered welfare label, similar to the recently launched welfare label on Waitrose chicken, to “help guide customers to better choices”.
Charlotte Di Cello, Chief Commercial Officer at Waitrose, commented: “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.”
The new 10-year deal builds on an over 30-year partnership with Pilgrim’s Europe and British Pig farmers.
“Pilgrim’s Europe is proud to extend our partnership with Waitrose for another decade,” said Nick Robinson, Chief Commercial Officer at Pilgrim’s Europe.
“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.”
NAM Implications:
- We are truly on the way to a two-level meat supply chain.
- i.e. patently a standard needs setting for the anticipated tariff-based deals with the US…
