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Sainsbury's Named Best Supermarket for Welfare

19 July 2010

UK - Sainsbury's has been named the UK's best volume supermarket by Compassion in World Farming (CIWF).

Sainsbury's industry-leading commitment to improving the lives of farmed animals has again been recognised by farm animal welfare charity, CIWF. The retailer was named the UK's Best Volume Supermarket, and was also given a Good Chicken award at a ceremony in London.

The awards recognise the leading stance Sainsbury's has taken on animal welfare. In February 2009, Sainsbury's became the first major retailer to stop selling eggs from caged hens, a year ahead of its 2010 target and more than two years ahead of Government legislation. Sainsbury's was also recognised by CIWF as being the only UK retailer to promote tree cover for birds through its exclusive Woodland brand of eggs and chicken.

On top of this, the retailer has committed to using only cage free eggs as an ingredient by the end of 2011.

The supermarket also offers the widest range of Freedom Food products of any UK retailer, and is the largest retailer of Freedom Food in the UK by value. This year, total Sainsbury's Freedom Food sales have hit £143 million, according to Kantar Worldpanel, and 60 per cent of its customers have purchased at least one Freedom Food labelled item in the past year.

Sainsbury's sells 62 per cent of all Freedom Food in the UK, and sales have doubled in the past year. This comes despite tough economic conditions, with customers continuing to seek out value without compromising what they believe in.

Sainsbury's data shows that volume sales of Freedom Food chicken increased by 90 per cent between 2009 and 2010 and they are growing at a faster rate than all other fresh chicken ranges. In 2010, Sainsbury's moved all its fresh and frozen duck to 100 per cent Freedom Food.

Judith Batchelar, Sainsbury's director of brand, said: "We are thrilled that the hard work we have put into improving animal welfare has been recognised with these two awards.

"Animal welfare continues to be one of our customers' top concerns. They are looking for value for money, but they also want food that is reared to high animal welfare standards.

"We have been committed to this for many years and we were one of the first retailers to launch Freedom Food Chicken in 2004. We will continue to work closely with the farming community to further improve animal welfare in this country."

Rowen West-Henzell, CIWF head of food business added: "I have worked with Sainsbury's for nearly five years now. What continues to impress me is their genuine commitment and drive to achieve vast and incredibly ambitious changes for farm animals on a huge scale.

"I am really pleased to recognise them for the tangible difference they are making to millions of farm animals every year and I hope they continue to show such great leadership to other big four retailers."

The awards also recognised the work Sainsbury's has been doing to improve cattle welfare and sustainability. By linking its dairy and beef supply chains, it is able provide viable routes for male dairy calves and encourage better calf welfare on farm.

ThePoultrySite News Desk



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