Higher welfare birds giving Marks and Spencer market boost

Launched in 2022, Oakham Gold, with the support of television advertising, has helped increase the company’s trade by 33% amid good volumes and high levels of bird optimisation (75%). There have also been fewer customer complaints and a 4.2/5 satisfaction mark on the Ocado platform.

Speaking at the South West Chicken Association conference, Marks and Spencer agriculture manager, Vivienne Harris, said the Hubbard 787 and more recently Redbro birds, which conform to the Better Chicken Commitment, were also showing a 15% decline rejects with the birds more active, responsive and resilient. The company’s high welfare offering has meant changes to birds breeds since the Oakham brand launched in 2002, with the Ross 508 before moving to the Ross 708, Ross 308 and then to the Hubbard.

More space and higher welfare

The Oakham Gold bird benefits from 20% more space when compared to the industry norm and an enhanced environment with natural light, perches and pecking objects enabling the birds to express their natural behaviours. Birds are monitored through the RSPCA Assured scheme.

Harris, who was coy when asked about the lack of mainstream UK retailers signing up to the Better Chicken Commitment, spoke of the company’s importance in meeting shareholder and customers concerns about moving towards net zero and animal welfare practices. Of Marks and Spencer shoppers, 60% view animal welfare as extremely important compared with 45% across the country. Marks and Spencer currently has a 3.7% share of the retail market with value growth year-on-year of 12.7%. The retailer plans to be net zero by 2040.

The Better Chicken Commitment

Her comments came as Compassion in World Farming announced a new visual identity for the Better Chicken Commitment in response to food businesses, who requested support in communication, recognition and understanding of the Better Chicken Commitment.

Dr Tracey Jones, global director of Food Business, Compassion in World Farming: “Over 130 UK food businesses have signed up to the Better Chicken Commitment, a science-based package of requirements that address the most pressing health and welfare issues for chickens reared for meat. As these companies work to fulfil the pledge and bring about a transformation in the market, it is vital that their customers and potential customers are made aware of this progress.

“Our ‘Better Chicken’ visual identity has been launched to raise awareness of the movement towards better welfare standards, and to show consumers which of their favoured brands have signed up so they can support them on their journey.”