Waitrose has dedicated to sourcing 100% free-range own-label British pork by 2027, in what it claims is a world grocery store first, alongside a brand new tiered welfare label.
The high-end retailer will work with Pilgrim’s Europe and British pig farmers in a brand new 10-year deal that ensures that its pork merchandise will come from pigs raised outdoor for his or her complete lives.
From October 15, all the corporate’s pork mince, steaks, chops and joints will likely be free vary and obtainable to buy on-line and in Waitrose outlets, with an intention for all personal model merchandise to be free vary by 2027. The brand new free vary merchandise will embody a tiered welfare label, much like the recently-launched welfare label on Waitrose hen, to assist information prospects to raised selections.
The corporate stated this dedication ‘ensures distinctive high quality and style for Waitrose prospects, all whereas supporting British farmers’.
“We consider that glad pigs make the very best pork. Our dedication to 100% British free vary throughout all our Waitrose merchandise displays our dedication to offering our prospects with unbeatable high quality, style, and worth with values,” stated Charlotte Di Cello, Waitrose’s chief industrial officer.
“If you select Waitrose pork, you’re not simply selecting a meal; you’re selecting ethically raised, scrumptious British produce and actually backing British farmers who share our values.”
“This isn’t nearly glad pigs; it’s about glad prospects and farmers too. Waitrose is investing in British pig farming over the following decade, guaranteeing top-tier animal welfare requirements and delivering tasty, high-quality pork at nice worth.”
Pilgrim’s Partnership
Waitrose already represents 55% of the UK free-range pork market. The brand new 10-year deal builds on greater than 30 years of partnership with Pilgrim’s Europe and British pig farmers which, the retailer stated, have seen it ‘regularly set the benchmark for the UK pork business’.
“Pilgrim’s Europe is proud to increase our partnership with Waitrose for one more decade,” stated Nick Robinson, chief industrial officer at Pilgrim’s Europe.
“This new settlement is a testomony to the progress we’ve made collectively in driving optimistic change throughout the business. We stay totally dedicated to offering shoppers with the best high quality pork whereas guaranteeing the welfare of animals, supporting British pig farmers and contributing to a extra sustainable future for the business.”
Jake Pickering, head of agriculture for Waitrose, added: “We’re proud to work with devoted British farmers who share our ardour for animal welfare. These farmers are the guts of our enterprise, and we’re dedicated to supporting them in delivering distinctive pork.
“We’re thrilled to say that when you go a discipline and see pigs being reared exterior, they’re prone to be glad Waitrose pigs, raised and cared for by our good farmers.”
Welfare Labelling
Waitrose is urgent forward with welfare labelling, as the federal government continues to contemplate regulating to make it obligatory.
All its free-range pork will embody a tiered welfare label on the packaging, corresponding to – Natural, Free Vary, Out of doors Bred, Enhanced Indoor and Customary Indoor. However it stated the decrease three will likely be absent from all Waitrose personal model pork merchandise by 2027.
This follows the launch in April 2025 of Waitrose’s greater animal welfare labelling scheme for hen.
Whereas organisations representing farmers and processors typically oppose tiered labelling, Waitrose cited a current YouGov ballot carried out for RSPCA Assured, exhibiting 62% of UK consumers would spend extra and purchase British higher-welfare labelled merchandise – corresponding to free vary – moderately than accept cheaper options.
Waitrose stated it believes in transparency and empowering shoppers to make knowledgeable selections, and continues to advocate for strengthened labeling laws, together with establishing a authorized definition for ‘free vary pork’, tightening up on the applying of nation of origin guidelines for merchandise containing meat elements and introducing necessary methodology of manufacturing labelling ‘to assist consumers be guided by their values no matter the place they store’.
Todd Baker, from North Farm Livestock, whose household have been Waitrose free vary pork farmers for over 30 years, stated: “Seeing our pigs thriving outdoor, having fun with the recent air and house to roam, is what makes farming worthwhile. We’re delighted that Waitrose is making this vital funding in free vary pork, guaranteeing that extra prospects can benefit from the superior style and high quality that comes from ethically raised animals.”
Louise Valducci, Head of Meals Enterprise, Europe at Compassion in World Farming added: “We’re delighted that Waitrose is setting a brand new benchmark for pig welfare with this dedication to free vary manufacturing throughout its UK-sourced pork.”
Waitrose is in search of extra farmers wishing so as to add free vary to their rotations and is landowner or land supervisor all for partnering with it to contact [email protected].
