The Freedom Food logo found on products and menus from the UK-based assurance and food labelling scheme Freedom Food will be replaced with a new RSPCA Assured certification mark.

The new label will be available to members for download from 7 May and will be subject to licence fee, scheme membership and full traceability. However, the new label has not been made compulsory currently to allow members time to use up current packaging.

A product with the Freedom Food logo on the packaging of the meat, fish and eggs implies that the animals have been inspected to the RSPCA's strict farm animal welfare standards.

To be RSPCA Assured, a product has to be covered by the scheme from birth to slaughter (where appropriate) including at the farm, haulier, processor, packer and abattoir.

The products to be labeled with the RSPCA mark will have 96% prompted awareness compared to 24% for Freedom Food.

The company said the RSPCA Assured will allow members to take advantage of the growing market for ethical food.

Freedom Food CEO Jeremy Cooper said: "The launch of RSPCA Assured is a major step forward in our mission to improve the welfare of farmed animals. And not only that, it also has more value for our members.

"Greater recognition of the new label means more people will choose RSPCA Assured products. The more people that choose them, the more supermarkets will stock them and more farm animals will have a better life farmed to RSPCA standards."

 

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