Waitrose executive director James Bailey has claimed the upmarket retailer has “the highest animal welfare standards of any supermarket in the world.”
Speaking of the grocer’s standards today (16 March), Bailey admitted that given the current economic backdrop, it “would have been easy to step back” from its principles “where they carry a pricetag”.
However, he said that “this is not the partnership way,” adding, “we chose to invest in British farmers so they did not have to compromise on their high animal welfare standards”.
Bailey said that Waitrose has invested £56 million in its UK farmers “as they faced unprecedented cost and stability changes”.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
Last February, Waitrose pledged to provide further support for farmers amid the national pig culling crisis affected by labour shortages and supply overtaking demand.
In May, the retailer announced another support package for its British pork farmers of up to £16 million as the industry faced “its biggest crisis in a generation.”
Waitrose pledged to cover the full cost of rearing and producing pigs, including labour, feed and fuels, offering farmers financial security.
Most recently, the supermarket giant invested £2.6 million in its egg farmers to support them with soaring production costs such as energy and chicken feed, as Russia’s invasion of Ukraine is driving up farmers’ energy bills.
As well as financial support, Bailey revealed today that Waitrose would be launching a ‘supplier stories’ campaign, marking a direct line from customers to farmers.
He said this will help shoppers “to understand and experience how we work with our supply base.”
The campaign looks to connect its partners to customers through videos and messaging on social media and will begin with around five farmers in the next month.
“Those farmers will start posting content about what they’re up to and customers will have a direct line to ask them questions and get responses through that channel.”
While this initially comes as a test, Bailey added that Waitrose hopes to expand it out to more farmers. The retailer won’t be directly involved, but will help suppliers to set up their Instagram accounts.
2 Comments. Leave new
Can you tell me how a pig farmer is able to claim that his pigs comply with Bio Security regs when public footpaths and bridleways criss cross his farm between the pigs.
Good point about biosecurity? Glad those pigs are allowed outside and people permitted to walk the footpaths. Perhaps healthier conditions will improve natural immunity? Thank goodness for animal welfare awareness – hats off to Waitrose and the RSPCA.