Written by Iain Hoey
RSPCA Assured – the RSPCA’s ethical food label – is now recognised by 64% of young professionals and families (its target market) less than six years after it was rebranded from Freedom Food – more three times higher than at its launch in 2015.
4Media carried out a survey of 2,000 adults in December 2020 to measure awareness of RSPCA Assured, also recording a significant increase in general awareness from 15% in 2015 to 58% in 2020.
RSPCA Assured – which now has more than 1,100 different labelled product lines – has also reported a significant 52% increase in the amount of food carrying its label between 2016 and 2020, partly due to a 63% increase in the number of animals being farmed under the scheme over the last five years, up to 25.9 million in 2020 from 15.9 million in 2015.
This equates to nearly 12% of the UK terrestrial farming market for the species covered by RSPCA Assured. The majority of all Scottish salmon farms are also now under the scheme.
Commenting on its success Clive Brazier, CEO of RSPCA Assured, said the results show that the trend for ethical food is unwavering: “Consumers are standing firm by farm animal welfare even during the toughest of times, which means the future is looking very promising for higher welfare farming.”
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