Today, Waitrose has once again made a significant leap in animal welfare with a global supermarket first by committing to 100% free range own-label British pork by 2027. This means everything from your morning bacon and sausages to the pork in your favourite ready meals and lunchtime sandwiches will come from pigs raised outdoors, living happy and natural lives. This commitment guarantees exceptional quality and taste for Waitrose customers, all while supporting British farmers.
From 15th October 2025, all pork mince, steaks, chops and joints will be free range and available to purchase online and in Waitrose shops, with an intention for all own brand products to be free range by 2027. 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.
“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.” comments Charlotte Di Cello, Chief Commercial Officer at Waitrose.
“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 over 30 years of partnership with Pilgrim’s Europe and British Pig farmers which have seen the retailer continually set the benchmark for the UK pork industry.
“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.”
Waitrose is already a leader in free range pork, representing 55% of the UK market. This new commitment solidifies Waitrose’s position at the forefront of animal welfare and quality. The succulent, flavourful free range pork available at Waitrose has come from pigs that have spent all their days outdoors, roaming freely and enjoying a natural lifestyle. That’s the Waitrose difference.
“We’re proud to work with dedicated British farmers who share our passion for animal welfare,” adds Jake Pickering, Head of Agriculture for Waitrose. “These farmers are the heart of our business, and we’re committed to supporting them in delivering exceptional pork.
“We’re thrilled to say that if you pass a field and see pigs being reared outside, they are likely to be happy Waitrose pigs, raised and cared for by our brilliant farmers.”
What does free range pork mean?
It means that a pig will spend its entire life outdoors, and can enjoy wallows and fresh air to encourage natural social behaviour and a happy life.
Todd Baker, whose family have been Waitrose free range pork farmers for over 30 years shares, “Seeing our pigs thriving outdoors, enjoying the fresh air and space to roam, is what makes farming worthwhile. We’re delighted that Waitrose is making this significant investment in free range pork, ensuring that more customers can enjoy the superior taste and quality that comes from ethically raised animals.”
Louise Valducci, Head of Food Business, Europe at Compassion in World Farming adds, “We’re delighted that Waitrose is setting a new benchmark for pig welfare with this commitment to free range production across its UK-sourced pork.
“We applaud Waitrose’s dedication to ethical sourcing, as well as its transparency – exemplified in the new tiered welfare labels that already appear on its entire chicken range and will also be on the free range pork products.”
Welfare labelling
In a recent YouGov poll carried out for RSPCA Assured, it was revealed that the majority (62%)* of UK shoppers would spend more and buy British higher-welfare labelled products – such as free range – rather than settle for cheaper alternatives.
Waitrose believes in transparency and empowering consumers to make informed choices. They continue to advocate for strengthened labeling legislation, including establishing a legal definition for “free range pork”, tightening up on the application of country of origin rules for products containing meat ingredients and introducing mandatory method of production labelling to help shoppers be guided by their values regardless of where they shop. All our free range pork will include a tiered welfare label on the packaging, such as – Organic, Free Range, Outdoor Bred, Enhanced Indoor and Standard Indoor – the lower three will be absent from all Waitrose own brand pork products by 2027.
This commitment to 100% free range pork follows Waitrose’s previous industry-leading animal welfare initiatives, including being the first supermarket to ban farrowing crates for pigs nearly 20 years ago, ensuring all piglets are born outdoors and most recently the introduction of a higher animal welfare labelling scheme across all Waitrose chicken and meeting the Better Chicken Commitment early.
