Pru Elliott
Morrisons and Co-op are falling behind when it comes to animal welfare.
While brands like Morrisons and Co-op talk-the-talk, it’s Marks & Spencer which is walking-the-walk when it comes to meaningful animal welfare improvements in its supply chain.
Marks & Spencer recently announced plans to beat its target for meeting the standards of the Better Chicken Commitment (BCC) on its supplier farms three years ahead of schedule.
It's proof that when corporations put actions behind their words they can really make a difference. These new standards will significantly improve the lives of huge numbers of chickens, but these developments also highlight the failings, and resistance, of other supermarkets.
Morrisons has been the subject of a public campaign for several months now. Executives at the firm have a clear understanding of the very serious welfare implications of the company’s current practices, yet Morrisons seems only to be digging its heels in further and further.
Rather than following suit with M&S and embracing animal welfare progress, Morrisons announced it would launch a ‘range’ of improved chicken. Behind this performative ‘improvement,’ Morrisons would continue to market huge quantities of basic chicken, which are raised to appalling standards.
Morrisons’ motto is “Make Good Things Happen” and their supermarkets are often emblazoned with floor-to-ceiling glossy images of happy chickens out on pasture. If it put some of the effort it uses on talking about making good things happen, into actually making good things happen, millions of chickens could live better lives.
The Co-op has also remained resistant to signing up to the BCC. It’s another brand that invests heavily in marketing its ‘ethical’ credentials, but when it comes to chicken it's got a questionable track record.
Back in 2010, The Co-op was awarded by Compassion in World Farming for a promise to improve chicken welfare standards. It was about to position them as industry leaders and the move gathered significant positive press coverage for the brand. But, Compassion in World Farming was forced to strip Co-op of its award when it announced a move to revert back to the appalling conditions of standard intensive chicken production. Actions like this show a brand’s true colours.
While the rest of the industry, and pioneering brands within the retail sector, are storming ahead with improving the way chickens are raised for meat, the UK’s biggest supermarkets are still lagging behind and actively resisting the inevitable, and essential, change that lies ahead.
The chickens need this change, and customers are demanding it. With this new development and strong leadership from M&S, it remains to be seen when other brands will take action and sign up to the Better Chicken Commitment.
