The Co-operative extends higher animal welfare credentials
The Co-operative, the UK’s leading convenience retailer, is rolling out its higher welfare Elmwood standard to all its fresh, plain own-brand turkey products, as part of its ongoing commitment to animal welfare.
All own-brand fresh and frozen whole turkeys and turkey crowns were converted to Elmwood for Easter 2009.
From 30 March 2010, all Co-operative fresh plain turkey products - including fillets, steaks, mince and pieces - will become Elmwood standard.
The Co-operative said it has selected a group of dedicated family-run British farms to embrace its own higher-welfare and quality standards. The turkeys are nurtured for longer in a more enriched, sunlit environment with more room to move about and perch. According to the retailer, this helps to produce a moist, tender and flavoursome product.
All Co-operative fresh whole chickens were converted to the higher standard in October 2007, and the initiative was rolled out to include all own-brand fresh plain chicken fillets and pieces in 2008.
In 2009, all Co-operative barbecue chicken products - fresh and frozen - were made using Elmwood chicken, as well as all own-brand ready-to-eat plain roast chicken products. Flavoured ready-to-eat chicken will become Elmwood in May this year.
The retailer said the move to extend the Elmwood standard is in line with its Food Ethical Policy, which was launched in February 2008, based on the responses of more than 100,000 customer-members across the UK.
Animal welfare emerged as one of the main areas members wished to see prioritised by the business.
April 2010 Issue