Waitrose has put pen to paper on a 10-year deal that sets out its commitment to only providing 100% free-range own-label British pork in stores by 2027.
From October 15, 2025, all pork mince, steaks, chops and joints will be free range and available to purchase from Waitrose, with all other own-label pork products to follow by 2027.
Charlotte Di Cello, chief commercial officer at Waitrose, 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.”
Partnership
Waitrose will build on over 30 years of partnership with Pilgrim’s Europe and British pig farmers for the new 10-year deal.
Nick Robinson, chief commercial officer at Pilgrim’s Europe, said the agreement was a “testament” to the progress the partnership has made in driving positive change within the pig industry.
He added: “We remain fully committed to providing consumers with the highest quality pork while ensuring the welfare of animals, supporting British pig farmers and contributing to a more sustainable future for the industry.”
The head of agriculture for Waitrose, Jake Pickering commented: “We’re proud to work with dedicated British farmers who share our passion for animal welfare,
“These farmers are the heart of our business, and we’re committed to supporting them in delivering exceptional pork.”
Waitrose is already a major provider of free range pork, representing 55% of the UK market, and the new deal aims to solidify its position at the forefront of animal welfare and quality.
Pickering added: “We’re thrilled to say that if you pass a field and see pigs being reared outside, they are likely to be
happy Waitrose pigs, raised and cared for by our brilliant farmers.”
Welfare
The head of food business, Europe at Compassion in World Farming, Louise Valducci stated that Waitrose’s 10-year deal has set a new benchmark for pig welfare in the industry.
Valducci said: “We applaud Waitrose’s dedication to ethical sourcing, as well as its transparency – exemplified in the
new tiered welfare labels that already appear on its entire chicken range and will also be on the free range pork products.”
According to a recent YouGov poll carried out by RSPCA Assured, 62% of UK shoppers would rather spend more and buy British free-range products than settle for cheaper alternatives.
Waitrose said it is continuing its commitment to animal welfare and free-range products with the new deal, which follows its other animal welfare accomplishments in the past.
These accomplishments include: being the first supermarket to ban farrowing crates for pigs nearly 20 years ago;
ensuring all piglets are born outdoors; and most recently, the introduction of a higher animal welfare labelling scheme across all Waitrose chicken.
