RSPCA Assured has appointed its former general manager Clive Brazier as its new chief executive. By Nicole Coombs.
Mr Brazier took up his new role at the RSPCA’s ethical food label earlier this month, after spending six months in an acting role.
Mr Brazier said he was committed to improving the welfare of animals farmed for food by working closely with the food and farming industry.
He said: “I want to ensure we have a strategy that enables us to help as many farm animals as possible.”
The appointment comes after former RSPCA chief executive Gavin Grant sparked anger among farmers in 2012 when he threatened members of RSPCA Assured, known then as Freedom Food, with suspension if they participated in the badger culls.
Increasing awareness of the label will be another priority for Mr Brazier going forward.
As recently reported by Farmers Guardian one in three people now recognise the RSPCA Assured logo.
Mr Brazier said: “The more people that recognise the label, the more they will buy RSPCA Assured products and more farm animals will benefit from higher welfare standards.”
RSPCA Assured’s future strategy is to work closely with farmers, retailers and the food service industry to gain another 100 million farm animals, along with salmon and trout, into the scheme by 2020.