THE Co-op is extending its support to British farmers by converting all its own-label fresh chicken to British sources.
All its fresh beef, pork and duck is already British, but now the store wants its own-label fresh chicken to be British as well.
It has selected a small group of British farmers to embrace the chain’s own higher welfare “Elmwood” standard for fresh whole chickens, which means the birds are nurtured for longer in more enriched environments. This will be extended to all Co-operative fresh chicken from early next year.
Also, in response to increasing customer interest in the provenance of food, the Co-op is launching a campaign championing British food – not only meat, but a range of foods from the UK.
Chief executive food retail, Guy McCracken said: “We are committed to supporting British farmers and all Co-operative fresh meat and poultry is now British. We know this is important to Co-op customers, who are also increasingly interested in the seasonality and provenance of the food they buy.
“By working closely with British farmers, including many small local producers, we are providing the opportunity for our customers, whether they live in Scotland, Wales, England or Northern Ireland, to enjoy and take pride in the best foods sourced from their nation.”