Freedom Food, the welfare-based assurance and food labelling scheme, is to be rebranded as “RSPCA Assured” next year following research showing that consumers would “recognise and trust” an RSPCA farm animal welfare mark.
“This is a natural next step for the scheme,” said Freedom Food’s CEO Jeremy Cooper, pointing out that the RSPCA has a 96% awareness rating with consumers, making it by far the most recognised animal welfare charity in the UK.
“We know from our research that by using a brand so closely aligned to the RSPCA, consumers will immediately recognise it as an animal welfare mark. We also believe it will bring significant benefits to our members, retailers and to the food service industry, and will help bring RSPCA welfare standards to millions more farm animals.”
The rebrand (pictured), which coincides with the organisation’s 20th anniversary, will be supported by a sustained marketing campaign which will launch with TV advertising in 2015, with the new mark appearing on products once it has been through the registration process with the UKIPO (United Kingdom Intellectual Property Office).
Freedom Food added: “According to IGD research, 48% of Britons say farm animal welfare is very important to them and Mintel research shows that animal welfare is more important to British shoppers than whether a product is Fairtrade or free from pesticides.”