Food is at the heart of our shared moments, whether it’s dinner with friends, a quick lunch with colleagues or a cosy family Sunday roast. But people are no longer just asking what’s for dinner – they’re asking where did it come from?
This growing curiosity is about more than taste or price – it’s about principles. Increasingly, shoppers want reassurance that the animal products they consume are produced with genuine care.
Yet higher welfare is still an optional extra for most other assurance schemes, rather than a consistent, core requirement.
EXCELLENCE, NOT EXTRAS
Our approach is different at RSPCA Assured; higher welfare is the foundation of everything we do.
We don’t see farmed animal welfare as a luxury that can be voluntarily upgraded like a broadband package, nor do we ask producers to pick the level of welfare they are willing to provide. We ask them to commit to welfare excellence – no matter their system.
For us, farmed animal welfare isn’t optional – it’s a fundamental part of responsible and compassionate food production.
It’s easy to forget that welfare isn’t a label, or a logo, or even an assurance scheme. It’s the lived experience of millions of animals.
Higher welfare comes from doing things the right way, every time, on every farm. Without that, we risk eroding the trust that higher-welfare farmers have worked hard to build.
WHAT EMBEDDED WELFARE LOOKS LIKE
Backed by the oldest animal welfare charity in the world, RSPCA Assured is the only UK assurance scheme dedicated solely to farmed animal welfare, covering every stage of an animal’s life, from birth to slaughter.
But what really sets us apart from other schemes is our employed, specially trained assessors, our robust assurance process, and the RSPCA’s scientifically proven standards. Here is a glimpse of what this means in practice for pigs:
- No farrowing crates, ever
- No barren, fully slatted floors
- Enrichment materials as standard
- Higher welfare across all systems, whether inside or out
- Tail-docking as a last resort.
GOOD WELFARE IS GOOD BUSINESS
Good welfare is also good business, and maintaining high standards is commercially smart. Consumers are more informed than ever, and demand for responsibly produced food is growing:
- 85% of people say it’s important that farmed animals are cared for to higher welfare standards¹
- 62% of shoppers would spend more and buy British higher-welfare labelled products – such as free-range, organic and RSPCA Assured – rather than settle for cheaper alternatives²
- More than one-third (38%) of people would go elsewhere if their usual shop didn’t have higher-welfare labelled British options available³
- 61% of people would shop elsewhere if they couldn’t find cage-free eggs4.
It doesn’t make commercial sense to ignore such a large majority. Welfare isn’t just a question of morals any more; it’s also the key to achieving long-term market success.
THE BEST OF BRITISH FARMING – RSPCA ASSURED IS DIFFERENT
RSPCA Assured holds a highly trusted marketplace position and remains the label of choice for those who care about welfare. By joining the scheme, producers can position themselves as leaders in the industry. RSPCA Assured members benefit from:
- Stand-out position in a competitive marketplace Demand from retailers and the public is growing for higher-welfare products.
- Future-proofing with welfare outcome assessments Our assessors don’t just tick boxes, they provide detailed feedback, including a welfare outcome assessment, so producers can feel confident about the positive impact they have and make continual positive steps forward.
- On-demand advice and support All members have a dedicated account manager, and our farming and technical engagement team is on hand to offer practical support and advice relating to standards queries and questions.
- Stress-free admin Members can manage their membership easily through our members-only portal, so they can focus on looking after their pigs.
At RSPCA Assured, welfare excellence isn’t just a marketing slogan; it’s who we are. We encourage farmers exploring higher welfare to talk to us by emailing help@rspcaassured.org.uk. We’re here to help.
Learn more at rspcaassured.org.uk
1. RSPCA Assured-commissioned survey conducted by YouGov Plc. Total sample size was 2,139 adults. Fieldwork was undertaken on 16-17 July 2025. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).
2/3. RSPCA Assured-commissioned survey conducted by YouGov Plc. Total sample size was 2,131 adults. Fieldwork was undertaken on 4-5 September 2025. The survey was carried out online.
4. RSPCA Assured-commissioned survey conducted by YouGov Plc. Total sample size was 2,068 adults. Fieldwork was undertaken on 3-5 January 2025.
The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).