Freedom Food push to clear up confusion
The RSPCA’s Freedom Food is launching a new campaign to explain more clearly to shoppers what the label stands for.
The move follows research that found shoppers were increasingly interested in buying higher-welfare food, but did not always know what different welfare labels meant.
The new campaign which goes live on 10 October and will involve online ads is set to focus on chicken, the most commonly-farmed animal. If successful, the campaign could be rolled out to cover other species in the future, the RSPCA said.
Freedom Food CEO Leigh Grant said the core message of the new initiative was that Freedom Food was the only welfare label backed by the RSPCA. This meant shoppers could be sure the food they purchased had “come from animals whose lives have been independently inspected at every stage, not just on the farm”, he explained.
