RSPCA Assured has launched a refreshed model id, because it broadcasts a brand new aim of assuring greater than greater than half of all UK farmed animals, reared to greater welfare requirements, by 2050.
The excessive welfare assurance scheme mentioned the refreshed branding, which options an ‘eye-catching new look label’ on meat, fish, eggs and dairy merchandise, will make it even simpler for customers to know and join with RSPCA Assured, and assist scheme members extra clearly show their dedication to greater animal welfare.
The brand new-look label will begin showing on packaging over the approaching weeks, with full rollout of the brand new label anticipated by October 2027.
RSPCA Assured’s new influence report reveals that round 1 / 4 (26%) of farmed animals, together with salmon, within the UK are at present lined by the scheme. Greater than 34 million terrestrial animals had been lined by the scheme in 2024, in addition to greater than 30 million salmon.
There will likely be an estimated 8% improve within the variety of animals on the scheme between 2024 and the top of 2025 (together with salmon), imply greater than 5 million extra animals are being reared to greater welfare requirements, RSPCA Assured mentioned.
There may even be a 14% improve within the variety of audit visits by the top of 2025, in comparison with 2024, equating to an additional 560 extra visits.
The scheme has developed a plan for the way it will convey 36% of UK farmed animals below the scheme by 2030 and desires to achieve the 50% goal by 2050.
RSPCA Assured government director Toby Baker mentioned: “Our recent new look symbolises way more than a rebrand – it’s a press release of intent.
“We wish to make greater welfare the norm, not the exception, and by 2050 we’re decided that greater than half of the UK’s farmed animals will likely be dwelling higher lives below the RSPCA’s welfare requirements.
“Along with farmers, companies and buyers, we will make that imaginative and prescient a actuality.”
Demand rising
Current analysis commissioned by RSPCA Assured discovered that 62% of UK buyers mentioned they’d spend extra on British higher-welfare labelled merchandise – reminiscent of free-range, natural and RSPCA Assured – quite than accept cheaper options.
Mr Baker added: “With greater than 4,000 members – together with farmers, hauliers, slaughterhouses, processors and packers – and 1,800 labelled merchandise now obtainable nationwide, RSPCA Assured has by no means been extra seen or impactful.
“We’re extremely pleased with our progress up to now, however we all know there’s a lot extra to do. We now have a recent new feel and appear, however the identical mission to enhance the lives of farmed animals. That is central to our values and on the root of every thing we do.”
For the primary time, RSPCA Assured will quickly have competitors within the pig sector for greater welfare assurance, after Purple Tractor just lately confirmed its intention to push forward with enhanced welfare labelling.
