Waitrose has committed to sourcing 100% free-range own-label British pork by 2027, in what it claims is a global supermarket first, alongside a new tiered welfare label.
The high-end retailer will work with Pilgrim’s Europe and British pig farmers in a new 10-year deal that guarantees that its pork products will come from pigs raised outdoors for their entire lives.
From October 15, all the company’s pork mince, steaks, chops and joints will be free range and available to purchase online and in Waitrose shops, with an intention for all own brand products to be free range by 2027. The new free range products will include a tiered welfare label, similar to the recently-launched welfare label on Waitrose chicken, to help guide customers to better choices.
The company said this commitment ‘guarantees exceptional quality and taste for Waitrose customers, all while supporting British farmers’.
“We believe that happy pigs make the best pork. Our commitment to 100% British free range across all our Waitrose products reflects our dedication to providing our customers with unbeatable quality, taste, and value with values,” said Charlotte Di Cello, Waitrose’s chief commercial officer.
“When you choose Waitrose pork, you’re not just choosing a meal; you’re choosing ethically raised, delicious British produce and truly backing British farmers who share our values.”
“This isn’t just about happy pigs; it’s about happy customers and farmers too. Waitrose is investing in British pig farming over the next decade, ensuring top-tier animal welfare standards and delivering tasty, high-quality pork at great value.”
Pilgrim’s Partnership
Waitrose already represents 55% of the UK free-range pork market. The new 10-year deal builds on more than 30 years of partnership with Pilgrim’s Europe and British pig farmers which, the retailer said, have seen it ‘continually set the benchmark for the UK pork industry’.
“Pilgrim’s Europe is proud to extend our partnership with Waitrose for another decade,” said Nick Robinson, chief commercial officer at Pilgrim’s Europe.
“This new agreement is a testament to the progress we’ve made together in driving positive change within the industry. We remain fully committed to providing consumers with the highest quality pork while ensuring the welfare of animals, supporting British pig farmers and contributing to a more sustainable future for the industry.”
Jake Pickering, head of agriculture for Waitrose, added: “We’re proud to work with dedicated British farmers who share our passion for animal welfare. These farmers are the heart of our business, and we’re committed to supporting them in delivering exceptional pork.
“We’re thrilled to say that if you pass a field and see pigs being reared outside, they are likely to be happy Waitrose pigs, raised and cared for by our brilliant farmers.”
Welfare Labelling
Waitrose is pressing ahead with welfare labelling, as the government continues to consider regulating to make it compulsory.
All its free-range pork will include a tiered welfare label on the packaging, such as – Organic, Free Range, Outdoor Bred, Enhanced Indoor and Standard Indoor. But it said the lower three will be absent from all Waitrose own brand pork products by 2027.
This follows the launch in April 2025 of Waitrose’s higher animal welfare labelling scheme for chicken.
While organisations representing farmers and processors generally oppose tiered labelling, Waitrose cited a recent YouGov poll carried out for RSPCA Assured, showing 62% of UK shoppers would spend more and buy British higher-welfare labelled products – such as free range – rather than settle for cheaper alternatives.
Waitrose said it believes in transparency and empowering consumers to make informed choices, and continues to advocate for strengthened labeling legislation, including establishing a legal definition for ‘free range pork’, tightening up on the application of country of origin rules for products containing meat ingredients and introducing mandatory method of production labelling ‘to help shoppers be guided by their values regardless of where they shop’.
Todd Baker, from North Farm Livestock, whose family have been Waitrose free range pork farmers for over 30 years, said: “Seeing our pigs thriving outdoors, enjoying the fresh air and space to roam, is what makes farming worthwhile. We’re delighted that Waitrose is making this significant investment in free range pork, ensuring that more customers can enjoy the superior taste and quality that comes from ethically raised animals.”
Louise Valducci, Head of Food Business, Europe at Compassion in World Farming added: “We’re delighted that Waitrose is setting a new benchmark for pig welfare with this commitment to free range production across its UK-sourced pork.”
Waitrose is looking for more farmers wishing to add free range to their rotations and is landowner or land manager interested in partnering with it to contact agriculture@waitrose.co.uk.