Waitrose has committed to 100% free-range own-label British pork by 2027 in a UK retail first.
From 15 October, all Waitrose pork mince, steaks, chops and joints will be free-range and available to purchase online and in shops, with an intention for all own-brand products to be free-range by 2027.
The supermarket, which already represents 55% of the UK free-range pork market, said this commitment guarantees “exceptional quality and taste” for Waitrose customers while supporting British farmers.
“Our commitment to 100% British free-range across all our Waitrose products reflects our dedication to providing our customers with unbeatable quality, taste, and value,” said Charlotte Di Cello, chief commercial officer at Waitrose. “When you choose Waitrose pork, you’re not just choosing a meal – you’re choosing ethically raised, delicious British produce and truly backing British farmers who share our values.”
To support with this, Waitrose is investing in a 10-year deal with Pilgrim’s Europe and their British pig farmers “ensuring top-tier animal welfare standards and delivering tasty, high-quality pork at great value”, added Di Cello.
The deal builds on over 30 years of partnership with the meat supplier.
“This new agreement is a testament to the progress we’ve made together in driving positive change within the industry,” said Nick Robinson, chief commercial officer at Pilgrim’s Europe. “We remain fully committed to providing consumers with the highest quality pork while ensuring the welfare of animals, supporting British pig farmers and contributing to a more sustainable future for the industry.”
Working with British farmers
“We’re proud to work with dedicated British farmers who share our passion for animal welfare,” added Jake Pickering, head of agriculture for Waitrose. “These farmers are the heart of our business, and we’re committed to supporting them in delivering exceptional pork.
“We’re thrilled to say that if you pass a field and see pigs being reared outside, they are likely to be happy Waitrose pigs, raised and cared for by our brilliant farmers.”
The new free-range products will include a tiered welfare label, similar to the recently launched welfare label on Waitrose chicken, to help guide customers to better choices.
The tiers will include Organic, Free Range, Outdoor Bred, Enhanced Indoor and Standard Indoor and the lower three will be absent from all Waitrose own-brand pork products by 2027.
The supermarket has called for strengthened labelling legislation, including establishing a legal definition for “free-range pork”, a tightening of the application of country origin rules, and the introduction of a mandatory method of production labelling.
In 2018, The Co-op announced the move to 100% outdoor-bred pork, meaning pigs are born outdoors and then raised in barns – whereas free-range means all pigs will be raised entirely outdoors in the fresh air to encourage natural behaviour, the supermarket said.
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