The RSPCA’s ethical food label, RSPCA Assured, has achieved 58% recognition amongst its target market (young professionals and families) four years after it re-branded from Freedom Food.
This is more than two and a half times the awareness level (19%) measured when the new logo first launched in 2015, exceeding the charity’s expectations. General consumer awareness has also continued to increase from 15% in 2015 to 51% today.
Commenting on its success Clive Brazier, chief executive of RSPCA Assured, said: “Despite a difficult political backdrop of uncertainty for the food and farming industry, these results continue to reflect the growing trend for ethical food and are further reassurance that consumers are standing firm by farm animal welfare.”
Added to this, the scheme has reported it now has nearly 1,300 different labelled products. Further, the amount of food carrying the RSPCA Assured label increased nearly 25% between 2016 and 20185.
Mr Brazier added: “The RSPCA set the scheme up in 1994 with the aim of improving the welfare of as many farm animals as possible. Twenty five years on and with nearly 25 million animals – plus millions of fish – now being farmed under the RSPCA Assured scheme, we’re really proud of what we’ve achieved.
“But we couldn’t have done it without the hard work and dedication of all our members, retail and restaurant partners, and without consumers increasingly demanding higher welfare products.”
RSPCA said that more than 3,694 farms, abattoirs, processors and packers are now members of the scheme.