The new European ChickenTrack report from Compassion in World Farming (CWF) will measure company progress towards meeting higher welfare requirements outlined in the Better Chicken Commitment (BCC).
Over 350 companies in Europe and the UK have signed up to the BCC, including M&S, Greggs and Nestle.
ChickenTrack monitors the progress of 73 commitments made by 60 European companies, addressing concerns about animal welfare, sustainability and food safety. It introduces the higher welfare requirements of the BCC and provides a baseline for tracking year-on-year industry progress.
The report from the animal welfare organisation found that progress is being reported across 31 of the 73 commitments (42%). However, ChickenTrack reveals that 37 companies have not been able to show any progress across more than half of the commitments they signed up to.
The ChickenTrack report details improvements companies can make across a variety of BCC criteria, including stocking density and natural light provision, among others.
Despite the ongoing challenges with chicken farming, CWF said: “it is imperative that companies continue to work on developing their implementation roadmaps.”
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Some UK retailers have introduced a BCC-compliant fresh chicken tier, typically making up a small proportion of their full chicken offer.
M&S was the first company in the UK to transition 100% of its fresh chicken successfully, under the Oakham Gold, RSPCA Assured label. Tesco brought in its ‘Room to Roam’ range in April 2020 and Morrisons introduced its ‘Space to Roam’ range in February 2021.
Sainsbury’s announced plans to reduce the stocking density of its own-brand chicken to 30kg/M2 by March 2023, but has yet to commit to breed change which is central to affording a better quality of life.
“At M&S, we are absolutely committed to the Better Chicken Commitment (BCC) and are delighted to be on this journey – the first UK retailer to sell only 100% BCC-compliant fresh chicken under our Oakham Gold brand,” agriculture manager at M&S, Vivienne Harris.
“We want to keep raising the bar to improve chicken welfare, and our slower-growing birds are now more active and resilient. Since the introduction of Oakham Gold, we have received lots of positive feedback from our customers.”
Global director for food business at Compassion in World Farming, Dr Tracey Jones said: “By using more robust breeds and providing them with better living conditions they can live longer, healthier and more fulfilled lives. It is possible and it’s what consumers expect.
“When decisive commitments are taken with collective effort, alongside responsible investment, determined implementation and proactive marketing, these higher welfare standards are not only commercially viable but transformational for the whole sector.”
