Marketing farm animal welfare factsheet

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Description/Abstract

For a long time legislation has been the commonest way of protecting farm animal
welfare but more recently growing consumer demand both for quality food products
and more ethical food production has meant that farm animal welfare is emerging as
an area of potential added value for producers, retailers and other food chain actors.
To support chain actors in their efforts, Welfare Quality® has been investigating the
impact of these new consumer demands, and the current industry responses to them.
Research carried out by Welfare Quality® in Norway, Sweden, the Netherlands, the UK,
France and Italy looked at how animal welfare is mobilised from farm to supermarket
shelf as a means of both achieving increased product value and broader ethical branding.