Has anyone else seen the advert on TV for this? They say animal welfare above, but the actual home says "eat less, eat well". Do farms have to pay for this (like red tractor) or is it either or. Seems a bit rich to charge farmers and then use the money to try and reduce the size of the industry. Its not like it says only eat UK meat - -but then I'm assuming RSPCA only applies to UK producers unlike the red tractor logo on food.