RSPCA Assured is now recognised by the majority of consumers, according to polling undertaken for the charity.
In a survey of 2,000 people undertaken by 4Media, the farm assurance scheme found 51% of shoppers had a general awareness of it, while 58% of its target market – young professionals and families – had come across the certification.
It marks a significant jump in consumer recognition, with general consumer awareness having risen more than three-fold since the scheme rebranded from its original Freedom Food moniker in 2015. It celebrates its 25th anniversary this year.
“These results continue to reflect the growing trend for ethical food and are further reassurance that consumers are standing firm by farm animal welfare,” said RSPCA Assured CEO Clive Brazier.
“The RSPCA set the scheme up in 1994 with the aim of improving the welfare of as many farm animals as possible.
“Twenty-five years on and with nearly 25 million animals – plus millions of fish – now being farmed under the RSPCA Assured scheme, we’re really proud of what we’ve achieved.”
The certification scheme has 3,694 farms, abattoirs, processors and packers as members and says it now accounts for 11% of the UK farming market.
No comments yet