All of Co-op’s own brand standard and premium pork, bacon, sausage and gammon products will come from RSPCA approved farms.
From Saturday, all own-brand fresh pork products at the Co-op will be from ‘outdoor-bred’ pigs from RSPCA Assured farms.
It follows a move to sourcing 100 per cent British meat last May.
The label means all pigs within its producer group are born outdoors and raised in ‘well-ventilated, spacious straw barns’ to RSPCA welfare standards.
The retailer has partnered with processor Tulip to establish its supply chain which it said provided ‘total traceability from farm to fork’.
Jo Whitfield, Retail chief executive at Co-op, said its customers wanted good animal welfare standards.
“The highest animal welfare standards should not just be the preserve of top-tier products and we want to ensure that the very best quality British pork is available at everyday affordable prices.
“We will be working hard with innovative and passionate British farmers who share our principles, to provide exceptional quality pork produce with a conscience.”
Clive Brazier, chief executive RSPCA Assured, said it meant many more pigs would have a ‘better life reared to RSPCA standards’.
“And not only that, but the Co-op is helping bust the perception that higher welfare food always means a higher retail price.
“Shoppers can be confident that, no matter what their budget is, all own-brand fresh pork products in the Co-op will be RSPCA Assured. This is a major step forward for helping improve pig welfare and we hope other retailers will follow suit.”
The retailer received a Compassion in World Farming ‘Good Pig Award’ in recognition of the policy in Paris last week.