RSPCA launches new ethical food label

A new ethical food label, assured by the RSPCA, has been launched to help improve the lives of farm animals. 

The RSPCA Assured label replaces its Freedom Food mark on meat, fish, eggs and dairy products sold throughout the UK.

Products containing this label are guaranteed to have come from a farm inspected to the RSPCA’s higher welfare standards – whether it is an indoor, outdoor, organic or free-range farm.

These standards include giving animals plenty of space to move around in, natural light and the provision of straw.

Mike Tomlinson, RSPCA chairman, said: “About one thousand million animals are farmed for food each year in the UK and we are concerned that the welfare of many of them needs to be improved.

“Whilst many millions of animals have already benefited from being farmed to the RSPCA’s welfare standards, under the RSPCA’s Freedom Food logo, the new RSPCA Assured label aims to really boost this number.”

He set out ambitious targets for the new label. “In the next five years alone, we hope to help improve the lives of about 100 million more farm animals, plus many millions of salmon and trout.”

Jeremy Cooper, chief executive of the RSPCA Assured scheme, said the new label will be more widely-recognised. “Ninety-six per cent of people recognise the RSPCA brand, compared to 24% for Freedom Food, so greater recognition of the new label means more people will choose RSPCA Assured products. We estimate the amount of RSPCA Assured labelled food could increase by as much as 200% in the next five years.”

RSPCA Assured products are being rolled out into Sainsbury’s, Aldi, The Co-operative and Lidl this month, with the new label replacing the Freedom Food label on products in supermarkets and shops over the next 12 months.

A TV advertising campaign to promote the new label will launch in September.

Want more stories like this in your inbox?

Sign up for our FREE email newsletter


My Account


Most read


For the third year running, a grain fed cow won the World Steak Challenge. What do you think produces the best beef?