M&S has increased its British chicken farming commitment by 33% in response to growing demand for its Remarksable Value range.
The supermarket will be investing £36m into sourcing more chicken from Britain after sales of value lines have risen by up to 20% in the past few months.
It will be bringing more Oakham Gold farms into operation alongside new breeding and rearing facilities, further supporting jobs in British farming, it said.
The retailer’s exclusive slower-reared Oakham Gold fresh chickens, supplied by 2 Sisters Food Group, are fed a multigrain diet, inhabit a more natural environment and have 20% more space to roam.
“This increased commitment from M&S represents a significant investment in British farming and is a clear vote of confidence in our high welfare standards,” commented 2 Sisters president Ranjit Singh Boparan. “The expansion will create new jobs and support farming communities across the UK, reinforcing the long-term strength of British agriculture.”
M&S is the first and only national retailer to sell 100% RSPCA Assured fresh chicken, and was also an early signatory of the Better Chicken Commitment.
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The expansion will also increase M&S’s annual wheat requirements from 25,000 tonnes to 30,000 tonnes to feed the larger flock supplied from the southwest of England and Scotland.
M&S asserted the move reinforces its position as a leader in sustainable and ethical food production, aligning with its Plan A for Farming 2030 ambition to create a sustainable British farming industry.
“Our customers are increasingly looking for products that deliver great value without compromising on quality,” said Alex Freudmann, M&S MD of food. “The success of our Remarksable Value chicken range proves you don’t have to sacrifice high welfare and taste for affordability.”
Freudmann added: “By expanding our British farming commitments, we’re supporting UK agriculture while meeting growing demand for high-quality, high-welfare food.”
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