Co-operative to improve welfare standards on own brand meat

The Co-operative Group, the UK’s largest convenience store retailer, has improved the welfare standards on its premium, own brand of pork and plans to extend the standard to all of its own brand fresh pork by the autumn.

At the same time, the Co-operative has launched a campaign to encourage consumers to eat more healthily.

It includes deep cut discounts on fruit and vegetables every month, TV advertising and the extension of a scheme to highlight healthy products and nutritional messages on pack.

All of the Co-operative’s own-brand premium Truly Irresistible pork, bacon and sausage ranges now come from animals reared on farms approved under the Freedom Food scheme, which assesses conditions for farm animals in accordance with welfare standards devised and monitored by the RSPCA.

The move to improve welfare standards for pork follows the Co-operative’s conversion of its entire standard range of own-brand fresh chicken to the retailer’s higher-welfare standard in 2008.

The commitment to improving animal welfare standards is in response to a poll of 100,000 customer-members across the UK. It revealed animal welfare was one of the top areas shoppers wished to see prioritised by the business.

The Co-operative introduced its responsible fish sourcing policy in summer 2008. In addition, all Co-operative fresh salmon, turkey, duck, beef, pork and chicken is British.

Lynne Forbes, category development manager for chilled, prepared & protein at the Co-operative, said: “We are committed to introducing higher-welfare standards for pork as part of our Food Ethical Policy.”

The Co-operative’s healthy eating campaign features a ‘Big 5’ commitment to provide savings on at least five fresh fruit and vegetable products every month to further encourage customers to eat their ‘five a day’.

It is backed by TV advertising featuring money-saving deals on healthier products and supported by activity throughout the group’s 2,250 stores across the UK.

The Co-operative is also extending its ‘green dot’ scheme to a wider range of products, using green dots on pack to highlight healthier products and key nutritional messages.

Debbie Robinson, director of food retail marketing, at the Co-operative Group, said: “We are determined to play our part in tackling obesity by helping our customers to make healthier and more informed choices for themselves and their families.

“Our ‘Big 5’ commitment and strong promotional package on healthier products throughout the year will make it easier for customers on a tight budget to achieve this.”