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Good welfare is good business

Good welfare is good business. Lydia Stratton. Commercial Manager. Freedom Food is a charity registered in England and Wales 1059879 and Scotland SC038199. Freedom Food RSPCA’S Farm Assurance and Food Labelling Scheme. Our mission statement

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Good welfare is good business

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  1. Good welfare is good business Lydia Stratton Commercial Manager Freedom Food is a charity registered in England and Wales 1059879 and Scotland SC038199

  2. Freedom Food RSPCA’S Farm Assurance and Food Labelling Scheme

  3. Our mission statement “…to become the most trusted and respected assurance scheme for animals farmed for food, by uniquely delivering the RSPCA welfare standards for indoor and outdoor production.”

  4. RSPCA’s history • Founded in 1824 • Royal prefix in 1840 • Charity – no government funding • Practical welfare, education, law enforcement and campaigning.

  5. Chief ExecutiveMark Watts Freedom Food LtdLeigh Grant CEO Director of Income Generation (DIG) Director of Resources (DR) Director of Operations (DO) Director of Policy (DP) Director of Communications (DC) Fundraising Supporter Care Trading Co. & Commercial Finance Human Resources ISSD Procurement Administration& property Regions NCC Branch & Animal Centre Support Veterinary Inspectorate HQ Companion Animals Wildlife Farm Animals Research Animals Prosecutions Legal Services / Legacies External Affairs Press & media Publications & Brand EducationInformation & Advice E-marketing

  6. Freedom Food’s history • Set up by the RSPCA in 1994 • Wholly owned subsidiary of RSPCA • Charity status • Independent from food and farming industries • Voluntary, complementary, UNIQUE

  7. Freedom Food • The only UK farm assurance scheme dedicated to purely to animal welfare • Certifies livestock producers, hauliers and abattoirs against RSPCA welfare standards • Engages with entire supply chain and offers robust traceability systems

  8. Role of Freedom Food • Raise farm animal welfare standards • Promote scheme, members and their products • Raise consumer awareness and understanding by: • Giving an informed choice • Driving demand for higher welfare

  9. Chief ExecutiveLeigh Grant Freedom Food PA to Chief ExecutiveAnna-Louise Sales Field Assessment ManagerDorian Cross TechnicalDevelopment ManagerBob Waller Head of Commercial ServicesDavid Squair Marketing ControllerVacant Commercial ManagerLydia Stratton FF ASSESSORS RegBattershall David Churchman Jim Davies Sarah Harrison Steve Hoile Malcolm Johnstone EdwinKenworthy John Newman Heather Rose Ed Dean Chief AdministratorAdele Patrick Assessment/Income AdministratorNicola Pavey(Greg Brabon providing maternity cover) Technical AdministratorMatthew Brabon Administration AssistantNicola Harris Financial AdministratorCaroline Green Assistant to Commercial ManagerStuart Christie Membership Marketing ManagerLiam Kurzeja Press OfficerRebecca Lenik Consumer Marketing ManagerCaroline Gauntlett

  10. Standards in practice • Caring and responsible planning and management • Skilled, knowledgeable and conscientious stockmanship • Appropriate environmental design • Considerate handlingand transport • Humane slaughter

  11. Standards outcomes • Good management and husbandry • Reduction of stressors • Good health and biosecurity • Optimal stock performance • Premium products (Everyone’s a Winner Report – RSPCA)

  12. Milestones • 3,000+ members • 85+ million terrestrial animals • 294+ million salmon (36 million in 2005)

  13. Animal numbers

  14. Scheme benefits • Higher welfare standards :- • Improved production • Economic benefits • Improved working environment and staff morale • Marketing – consumer demand • Certification mark = differentiation / added value • Retail / food service demand and support • Celebrity and NGO support

  15. Celebrity support • Jamie Oliver – “I support Freedom Food because higher standards of farm animal welfare ultimately benefit everyone. Plus there is no welfare organisation more well respected than the RSPCA.” • Hugh Fearnley-Whittingstall – “I would like to see the industry ‘de-intensify’ by lowering stocking densities and including environmental enrichment programmes in all its chicken sheds. Existing models for this reform include the RSPCA Freedom Food system.” • Celebrity Recipe Collection: celebrity chefs support scheme by donating recipes

  16. Commercial support

  17. Food service - opportunity? • Freedom Food backed by one of the most recognised and trusted charities in the UK – the RSPCA • Augments corporate social responsibility positioning • Consumers increasingly looking for assurance of provenance and higher welfare status

  18. Consumer research • Animal welfare is Britain’s No.1 food concern • Four in ten (40%) Brits are worried about this issue • This ranked above: • ‘British in origin’ (37%) • ‘free from additives or preservatives (36%) • ‘organic’ (11%) Mintel – May 2010 • Growth and spend on Freedom Food indoor reared chicken outstripping standard with £55.2 million increase in consumer spending Kantar Worldpanel - March 2010

  19. Consumer research • One third of shoppers expected to be buying more food with high animal welfare credentials in the future Institute of Grocery Distribution (IGD) ‘Shoppers in 2012’ report • 56% of respondents say its their right to know what type of farms the restaurant, pub or cafe they are in sources their food from • 29% said they would actually boycott a restaurant that couldn’t answer questions about the provenance of their food You Gov (April 2010) – 2000 respondents

  20. Consumer marketing • Recipes - Summer: BBQs, Picnics, Alfresco • Christmas • Farm Animal Week • Simply Ask: Food service, retail, Top Table • Seasonal campaigns • New website • Partnerships: FoodLovers, Top Table,… • Research • Events

  21. Simply Ask Activity • Opportunity to take advantage of consumer demand for higher welfare food. • Applaud and promote those who are moving in the right direction • Encourages... • Consumers to think about the provenance of the food the order when eating out. • Food service outlets to use higher welfare sourced products

  22. www.simplyask.co.uk • ‘treat well – eat well’ Paul Merrett, Antony Worrall Thompson, Peter Gordon and Martin Lam are just some of the chefs to lend their support to Simply Ask. • Restaurant Finder and features pages highlighting some of the great places that champion higher-welfare food.

  23. Events: consumer, trade & industry • Food and Drink Expo, March • Real Food Festival, May • Pig and Poultry Fair, May • Aquaculture UK, May • Restaurant Show, October • EPIC, November • BFREPA, December

  24. The model Consumerdemand Animals benefit Retailers & Food Service stock Producersjoin

  25. Thank you for your attention www.freedomfood.co.uk

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