From this week all fresh chicken from Waitrose meets the elevated ‘Better Chicken Commitment’, guaranteeing customers significantly higher quality and ethically sourced fresh British poultry.
By the end of August all Waitrose own brand chicken will meet BCC’s higher welfare standards – a move described by the RSPCA as ‘trailblazing’.
At the same time, Waitrose is launching a radically transparent welfare labelling scheme, to help customers make informed choices and understand the specific methods of production and quality of life behind their chicken.
While launching its own welfare labelling scheme, Waitrose is asking the Government to introduce mandatory, industry-wide welfare labelling to help guide customers’ choices wherever they choose to shop. Waitrose will first launch the scheme across all fresh chicken, which is from UK farmers, giving customers the transparency to have even more confidence in the food they buy.
Unprecedented transparency: understanding the journey to great taste
This system rates chicken products into five distinct tiers, with the lower two tiers absent from all Waitrose own-brand chicken. The clear, visual labels differentiate between various farming methods using a tiering system – a first for a UK-run supermarket – such as standard indoor, more space indoor, BCC-compliant, free range, and organic, empowering customers to make informed choices.
The new scheme reinforces Waitrose’s leading and long-standing dedication to animal welfare and transparency. 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.
Leading the way to better taste through better welfare
By the end of August 2025, all Waitrose own-brand fresh, frozen, and ingredient chicken – including ready meals and sandwiches – will meet the BCC’s higher welfare standards. This ambitious timeline surpasses the BCC deadline of 2026, meaning higher welfare chicken, sooner.
Supporting farmers
This groundbreaking move to BCC can only be achieved with the commitment and support of Waitrose farmers. Waitrose continuously works with its long-standing British farmers sharing the belief that animals should live a good life in good conditions, expressing natural behaviours and ultimately living happier lives.
A collaborative effort for a delicious future
“We believe in a food system where animal welfare is paramount, producing the best quality, delicious food, ethically and sustainably,” said Charlotte Di Cello, chief commercial officer at Waitrose.
“Whether roasting a whole chicken, or popping a ready meal in, we know shoppers really care about welfare, with nearly 70% stating its importance in product labelling, so we hope they will welcome our raising the bar again with the BCC across our entire chicken range, together with the introduction of our new labelling.
“The move demonstrates our determination to lead the industry towards higher standards. 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.”
A blueprint for labelling
Animals deserve a good life and, regardless of where they shop, shoppers deserve to know where their food comes from and how it lived. That is why a mandatory approach is important but, in the meantime, Waitrose is taking the bold step of introducing its own scheme. 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. Clear and consistent benchmarks across the industry are vital.
Method of production labelling is already mandatory on shell eggs, and has led to more shoppers choosing higher welfare. It has increased demand for higher welfare eggs, helping to drive welfare improvements for millions of egg-laying hens.
It’s important for British farmers too, who typically follow higher welfare standards than those abroad, but risk being undercut. Farmers should be fairly recognised and rewarded for higher standards.
David Bowles, head of campaigns & public affairs, RSPCA, said: “The RSPCA has 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. So we welcome this trailblazing move by Waitrose as the retailer is set to introduce its own labelling scheme.”
Dr. Tracey Jones, global director of food business, Compassion in World Farming, said: “It’s fantastic to see Waitrose’s new welfare label hitting the shelves, going beyond- just the method of production to include both physical and behavioural welfare criteria, offering a more complete picture of animal well-being in their supply chain. This initiative is truly inspiring and, if adopted more widely, would eliminate the confusion caused by varying standards and labels among retailers.
“We commend Waitrose for their leadership in this area and for raising the bar for chicken welfare across all its own brand fresh, frozen, processed and ingredient chicken by the end of August.”
Neill Patterson, Waitrose Farmer, said: “I’m proud to be a Waitrose farmer as they move to the Better Chicken Commitment. At the early stages the birds were very inquisitive, pecking at all the different bits of the shed. They also love the play bales and the perches too. When you’re walking the birds it’s nice to see that activity and the birds foraging and dustbathing, exhibiting natural behaviours. It’s fantastic to partner with Waitrose, big moves like this take long established relationships”.
There is a growing demand for transparency and ethical sourcing in the food industry, with consumers increasingly prioritising animal welfare and its connection to quality and taste. A 2023 survey by the RSPCA found that 84% of respondents said there should be more transparency in the food service industry around the products used in processed and pre-packaged foods. 62% said they would be more likely to buy higher welfare animal products if they were labelled clearly.
