The Co-operative Group is converting its entire range of own-brand bacon, gammon and fresh pork to British in an initiative to support UK farmers and to raise animal welfare standards.
BPEX Chairman Stewart Houston welcomes the move, saying that “It’s great to see The Co-operative making such a strong commitment to home-produced pork and pork products. Consumers are keen to back quality home-produced pork and pork products, and we would encourage other supermarkets which haven’t quite reached the same level to follow suit.”
Meanwhile, the retailer is planning to introduce even higher-welfare criteria to all its own-brand standard fresh pork by autumn 2009, when all the pork will be from pigs reared within the UK to The Co-operative’s own higher-welfare Elmwood specification.
Debbie Robinson, director of food retail marketing at The Co-operative Group, said they were determined to lead the way on animal welfare issues and their support for British farmers. “The challenge has been to secure sufficient British supplies in what is a difficult market.”