Scrap “confusing” animal welfare labels, say shoppers

A huge 83% of shoppers find the abundance of animal welfare logos and labels on fresh meat packs “confusing”, according to new research – and an even greater 93% would like to see the labels abolished and each retailer implement their own single standard, assuring consumers that a high level of animal welfare has been adhered to.

The feeling appears to be reasonably consistent across all age groups. Over-55s are the most in favour of each retailer implementing their own standard, with 88% of those polled in that age category finding the number of labels confusing, against 81% of 18-24-year-olds. Some 98% of over-55s support the introduction of a single standard per retailer, against 89% of the youngest age category.

The research was conducted by AB Sustain, the food and drink sustainability experts, in order to assess shoppers’ understanding of animal welfare labelling.

The research also found that some 65% of consumers are prepared to pay a premium for meat and fish that has been ethically and humanely treated throughout its life cycle – with only 27% saying they would definitely not consider paying extra.

Johanna Buitelaar Warden, head of animal welfare at AB Sustain, said: “From RSPCA Freedom Food to Red Tractor, plus the retailers’ own labels, there is a vast array of different logos on the meat and fish on sale in UK supermarkets – all of which can become very confusing for shoppers, who by and large just want to do the right thing.

“We believe that instead of the vast number of schemes and logos on meat and fish in the UK, each often assuring different things, the retailers need to implement their own respective standards. People should be well informed about what these schemes stand for and should feel confident that each retailer is sticking to a high level of animal welfare consistent with their reputation. It seems that the vast majority of people agree with our theory.”

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Notes to editors:

*The research was conducted by Redshift Research, with a nationally representative sample of more than 1,000 people polled at the end of August 2011. Further data and tables are available from the contact below.

AB Sustain works with clients to develop and deliver sustainable supply chain solutions across food, agriculture and natural resources. Working with retailers and brand owners, we focus on brand protection and implement innovative sustainability projects and programmes, to deliver real value to our clients. We have a skilled team of experienced specialists in each competency including animal welfare, supply chain management, greenhouse gas modelling and biodiversity.

We have extensive experience in working along the whole supply chain, from retailer back to farm. We understand the consumer-facing issues and produce practical, robust and credible programmes that deliver tangible results.

AB Sustain is a division of AB Agri Ltd, the agriculture group of Associated British Foods. This allows us to offer our clients the personal service of a small business underpinned with the credibility and security of a successful and respected multi-national PLC

For more information, contact:

Laura Gould

Richmond Towers Communications

26 Fitzroy Square

London

W1T 6BT

Tel: 020 7554 4481 / 07540 957063

Email: laura@rt-com.com

Follow us on Twitter @TheFoodPRAgency

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