Blumenthal Important Pig Welfare Standards

Blumenthal Important Pig Welfare Standards
26th Jun 2012

TV and Michelin-starred chef Heston Blumenthal has teamed up with Waitrose to highlight the importance of high pig welfare standards reports the Farmers Guardian.

The campaign features an advert where Blumenthal visits a farm which supplies the supermarket, highlighting that all Waitrose fresh pork products come from pigs that are outdoor bred, then reared in light and airy barns with fresh straw bedding. 

The campaign is designed to make customers aware that this commitment stretches across all of the supermarket’s ranges of 100 per cent British fresh pork, bacon and sausages, including essential Waitrose.

To further highlight its commitment to pig welfare and informing customers where their food comes from, the supermarket will introduce Quick Response (QR) codes to its own label products for the first time from July 4.

The QR codes will appear on own label pork, sausages, bacon and gammon as well as on shelf-edge barkers. Shoppers will be able to scan the codes with their smartphones to get an insight into the welfare conditions of pigs farms and information about the farmers responsible for rearing them - as well as recipes and cooking tips.

Director of Buying and Agriculture Strategy, Heather Jenkins, said: “25 per cent of all outdoor bred pigs in Britain end up on the shelves of our supermarkets, which is a huge proportion when you consider that our market share of the grocery industry is 4.6 per cent.  Our new campaign is designed to engage our customers through a variety of channels and inspire them with some interesting ideas for cooking one of the great British products.”

All of the retailer’s own brand pork, sausage and bacon is 100 per cent British and outdoor bred as a minimum standard. 

The supermarket also has a unique approach to pricing which it has operated for more than ten years, which takes into account farmers’ costs, market prices and helps guarantee a fair return to all of its farmers.

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