Wedoany.com Report-Apr. 9, Waitrose has committed to meeting the Better Chicken Commitment (BCC) standards and has introduced new welfare labels to help customers make informed choices. By the end of August, all Waitrose own-brand chicken will comply with the BCC’s improved welfare guidelines. The RSPCA has praised this step as groundbreaking, noting that Waitrose will be the first UK supermarket to exceed the BCC’s deadline for retailers. Alongside this pledge, the chain is launching a labeling system to clarify chicken production methods for shoppers. Waitrose is also urging the government to require similar welfare labeling across the industry. The new labels will initially apply to all fresh chicken sourced from UK farmers.

All fresh chicken sold at Waitrose will meet higher standards by the end of August

The labeling system sorts chicken into five welfare tiers, excluding the two lowest levels from Waitrose’s own-brand offerings. It highlights different farming approaches—such as standard indoor, enhanced indoor space, BCC-compliant, free-range, and organic—using an easy-to-understand visual design. This approach, unique among UK supermarkets, seeks to give customers clear options aligned with their preferences. Charlotte Di Cello, Waitrose’s chief commercial officer, emphasized the initiative’s purpose: “We believe in a food system where animal welfare is paramount, producing the best quality, delicious food, ethically and sustainably.” She added: “We know shoppers really care about welfare, with nearly 70% stating its importance in product labelling, so we hope they will welcome our raising the bar again.” The retailer points out that mandatory production labeling on eggs has already shifted consumer choices toward higher welfare options.

Waitrose farmer Neill Patterson shared insights into the changes: “At the early stages the birds were very inquisitive, pecking at all the different bits of the shed. They also love the play bales and the perches too. When you’re walking the birds it’s nice to see that activity and the birds foraging and dustbathing, exhibiting natural behaviours.” These observations reflect the practical impact of the upgraded standards, allowing chickens to engage in natural activities.

The combination of BCC compliance and the new labeling system positions Waitrose as a leader in the UK grocery sector. The tiered labels aim to provide transparency, letting customers distinguish between farming methods and choose products that match their priorities. With this rollout, Waitrose seeks to set an example for the industry, encouraging broader adoption of welfare-focused practices while meeting growing consumer demand for ethical and sustainable food options.