The new RSPCA Assured certification mark, which will replace the Freedom Food logo on products and menus, will be available to members from Thursday, May 7, although it won’t become compulsory for another year.
The time lag is designed to allow members to use up existing packaging before the new label becomes obligatory,
The new mark is subject to the same regulations as the Freedom Food label. For a product to be RSPCA Assured, therefore, it must have been covered by the scheme from birth to slaughter (where appropriate) including at the farm, haulier, processor, packer and abattoir.
According to Feedom Food, the benefits of new logo include:
- The RSPCA has 96% prompted awareness – compared to 24% for Freedom Food – and is by far the most recognised animal welfare charity in the UK.
- Greater awareness and recognition of RSPCA Assured will encourage more people to choose these products, which means a greater demand for farmers to be farming to RSPCA welfare standards.
- RSPCA Assured is the mark people tell us they want, recognise, understand and trust.
- Animal welfare is the second biggest factor influencing consumer choice when buying food (Mintel, Consumer Trust in Food, June 2013).
- RSPCA Assured allows members to take advantage of the growing market for ethical food.
“The launch of RSPCA Assured is a major step forward in our mission to improve the welfare of farmed animals,” said Freedom Food chief executive, Jeremy Cooper. “It also has more value for our members as greater recognition of the new label means more people will choose RSPCA Assured products.”
New logo will be available from here on May 7
