Waitrose has committed to 100% free range own-label British pork by 2027, in a global supermarket first.
The move means all of the supermarket’s pork products will come from pigs raised outdoors, according to Waitrose.
From 15 October, all of the retailer’s pork mince, steaks, chops and joints will be free range and available to buy online and in Waitrose shops, with an intention for all of its own brand products to be free range by 2027.
The new free range products will feature a tiered welfare label, similar to the recently launched welfare label on Waitrose chicken.
Waitrose chief commercial officer Charlotte Di Cello said: “We believe that happy pigs make the best pork. When you choose Waitrose pork, you’re not just choosing a meal; you’re choosing ethically raised, delicious British produce and truly backing British farmers who share our values.”
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She added: “This isn’t just about happy pigs; it’s about happy customers and farmers too.
“Waitrose is investing in British pig farming over the next decade, ensuring top-tier animal welfare standards and delivering tasty, high-quality pork at great value.”
The grocer is set to work with Pilgrim’s Europe and British pig farmers in a new 10-year deal, building on over 30 years of partnership between the brands.
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