Co-op has pioneered new standards for chicken welfare in British convenience stores.
- The initiative covers 21 products in the breaded and ready-to-eat chicken range.
- Chickens now enjoy more space, natural light, and better living conditions.
- The retailer reduced the maximum stocking density from 38kg/m2 to 30kg/m2.
- Sinead Bell expresses the brand’s commitment to responsible sourcing and animal welfare.
In a significant development for the UK convenience retail sector, Co-op has taken the lead by implementing enhanced chicken welfare standards across its British Breaded and Ready-To-Eat range. This initiative encompasses 21 distinct product lines, including favourites like British Breaded Chicken Goujons and British Garlic Kiev, now rebranded under Co-op’s ‘Space to Thrive’ range. These measures mean that chickens are raised in conditions superior to the national standard, enjoying a 20% reduction in stocking density and extra space. Moreover, the chickens benefit from naturally lit environments, pecking objects, and perching platforms, fostering healthier and more natural behaviours.
This strategic shift makes Co-op one of the pioneer retailers in moving to lower stocking density facilities for its breaded chicken, following a substantial investment that commenced in February for its fresh chicken range. The updated production standards and sourcing practices reflect Co-op’s ongoing commitment to both quality and ethical responsibility, underscoring their investment in the poultry supply chain.
According to Sinead Bell, Co-op’s commercial director, the brand places substantial importance on responsible sourcing, aligning with the values of their members and customers. She highlights their efforts in supporting British farmers by sourcing fresh meat and shell eggs from trustworthy farms across Britain. The decision underscores Co-op’s serious approach to animal welfare, responding actively to feedback from their member owners, and continuing to invest significantly in providing consumers with quality products at competitive prices.
Today’s announcement marks a continuation of Co-op’s dedication to extending lower stocking densities beyond just fresh chicken products. This approach not only promotes enhanced ethical standards but also supports the brand’s long-standing commitment to delivering high-quality food.
Bell articulates this ethos clearly, stating: ‘Responsible sourcing matters to us, our members and customers and we’re proud to support British farmers by sourcing 100% of our fresh meat and shell eggs from trusted farms from across Britain.’ This showcases Co-op’s careful consideration of their customers’ concerns and their proactive approach in aligning welfare practices with consumer expectations.
Co-op’s initiative sets a new standard in chicken welfare, reflecting a serious commitment to ethical sourcing practices in the convenience sector.
