2014 marks 20 years of Freedom Food and the number of consumers demanding animal-friendly produce is on the up. But what’s driving the trend?
If you look carefully during your weekly shops, you’ll spot the Freedom Food logo on lots of products, including dairy, eggs, meat and fish. All products carrying the logo have had the animals inspected and approved to RSPCA animal welfare standards.
According to a new study from Sainbury’s (which sold £465 million of Freedom Food products per year), 27% of adults now buy higher welfare food all the time, with 34% choosing to whenever it’s available.
Surprisingly, it isn’t TV chefs like Hugh and Jamie who have been influencing our shopping habits; food scares, such as the horse-meat scandal, have played a large part. Wider availability of products, animal rights campaigns, farm visits and having pets at home were other top reasons.
51% of parents polled had inquisitive children, who asked where the food on their plates came from. Their reasons for thinking about animal welfare also included farm visits and pets, as well as school lessons, books with animal characters and TV programmes with four-legged stars like Peppa Pig.
Jeremy Cooper, Chief Executive of Freedom Food, said: “It’s great news that sales of Freedom Food are on the up, and very encouraging to hear that children, as well as adults, are really starting to think where their food comes from. The more shoppers choose higher welfare food, the more farm animals will have a better life”.