Supermarkets Misleading Shoppers With Factory-Farmed Chicken Claims

Did you know that supermarkets are employing various tactics to convince shoppers that factory-farmed chicken is of higher welfare? Recent findings from the RSPCA reveal that consumers are often misled into believing they are purchasing free-range chicken when, in fact, they are buying products from grim factory farms. This has raised significant concerns, especially given the past efforts by well-known chefs such as Hugh Fearnley-Whittingstall and Jamie Oliver to improve chicken welfare standards.

The RSPCA's research highlights troubling practices among major supermarkets, indicating that many encourage the purchase of chickens raised in industrial-style systems. Strategies used include labeling intensively reared chicken as having “higher standards,” using misleading imagery suggesting outdoor rearing, and placing higher welfare options in less visible locations. Shoppers are unknowingly spending up to five times more on these factory-farmed products compared to those raised under better conditions.

As awareness grows, the public's expectation for higher welfare standards in chicken products has also increased. A recent poll indicated that 86% of respondents believe retailers like Tesco and Morrisons should ensure the chicken they sell meets higher welfare criteria. Despite promises made a decade ago by supermarkets, many still fail to deliver on these commitments, leading to an ongoing discussion about the need for clearer labeling and better animal welfare practices.