Ducks reared under Cherry Valley’s Farm Fresh Duck brand have achieved the stringent RSPCA welfare standards, known as Freedom Food, which were set up to improve welfare standards and address consumer demand for higher-welfare produce.
Cherry Valley sales and marketing director Eric Jagger said: “We are delighted to have achieved Freedom Food accreditation. Cherry Valley is a company dedicated to welfare standards and we are continuously looking for ways to improve our methods and ways of working in order to produce the best cared-for ducks.”
As part of Cherry Valley’s standards to look after its ducks, the company keeps drinking water separate in the barns, along with the feed that contains locally sourced wheat. Fresh straw is given to Farm Fresh ducks on a daily basis and it is supplied back to the farms to use as a natural fertilizer.
The company will now be able to display the Freedom Food logo officially on its Farm Fresh duck packaging and website to inform consumers.
John Akehurst, Freedom Food marketing controller, said: “We have seen tremendous growth in all-round ethical consumerism, and animal welfare is clearly continuing to make an impact on the British diet. So it’s great news that Cherry Valley has achieved the Freedom Food marque for its Farm Fresh Duck brand, as it will give their customers an even greater welfare choice.”