Consumers pay up for animal welfare proof

CONSUMERS are backing the concept of meat and animal products coming on to supermarket shelves with an assurance on animal welfare, with a massive increase in the sales of the RSPCA's Freedom Food branded produce.

The amount of pork - including sausages, bacon and cooked ham, as well as fresh pork - with the RSPCA's Freedom Food mark rose by 62 per cent last year compared to 2009.

And 2011 looks set to continue the trend, with a 116 per cent increase recorded in the first quarter compared to the first quarter of 2010, showing that pig welfare is still firmly on shopping lists.

According to the UK's largest supplier of Freedom Food pork products, not only is this good news for pigs but for British farmers too. Marcus Hoggarth, of Cranswick Country Foods, said that retailers were increasingly demanding the assurance for their customers that Freedom Food provides.

"It clearly adds value to our product and gives us a competitive edge."