Morrisons has revealed plans to enhance animal welfare in its poultry supply chain by reducing stocking densities for all its own-label fresh chickens by 20%.
The adjustment, slated for completion later in the year, aims to decrease densities from the current level of 34.2kg/m² to 30kg/m², aligning with the Better Chicken Commitment standards.
While Morrisons has not yet joined the industry-wide welfare initiative, it emphasises its ongoing efforts, with the reduction forming part of continuous actions taken by the retailer and its suppliers over recent years.
The move is positioned to facilitate customers in making choices that support higher welfare standards while maintaining competitive prices.
Morrisons, as British farming's largest direct supermarket customer, emphasises its commitment to animal welfare and continuous collaboration with suppliers to improve standards. Whilst the decision has been welcomed by campaigners, Morrisons still face criticism for not joining the Better Chicken Commitment. Notably, among major UK supermarkets, only Waitrose and M&S have signed up to the Better Chicken Commitment to date.
Standard poultry production which can be indoor reared up to 38kg/m2 makes up 85% of the market largely due to its efficiency and low impact method whilst maintaining good welfare standards. As a result this keeps chicken prices affordable for the consumer.
British Poultry Council chief executive, Richard Griffiths, said “The commercial reality of lower stocking density is that it has to be driven by the consumer. Demand for premium poultry products (free range, BCC and indoor reared to 30kg/m2) makes up around 15% of the market.
“There is genuinely demand there, but it’s limited, because these systems typically come at a cost to our efficiency and productivity, and therefore have a pronounced impact on the environment and cost of production (around 30%).
“Right now the vast majority of consumers want food that is both affordable and produced to standards that they trust. Whilst we should continually strive to improve existing high standards of bird health and welfare, commitments like lowering stocking density must align with other priorities that are core to an industry that is feeding the nation.
“Ultimately our responsibility as poultry meat producers is to ensure the sustainability of a food system that feeds people, tackles social inequalities with affordable food and contributes to a liveable climate for all.”
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules here