RSPCA Assured has launched a new campaign with the aim to help improve animal welfare post Brexit and encourage consumers to choose produce originating from high welfare farms.

The campaign, titled ‘eat less, eat better’, sets out to encourage consumers to eat fewer foods produced from low welfare farms and only choose higher welfare labels.

With the current spotlight on how the British farming industry can become world leaders and more self-sufficient post-Brexit, RSPCA Assured believes the trend for ‘eating less’ provides a timely opportunity for higher welfare farmers to seize the moment.

Liam Kurzeja, from RSPCA Assured, explains: “Michael Gove says he wants a ‘gold standard’ for British farming that could be beneficial in both ethical and business terms post-Brexit.

RSPCA Assured is said to believe that boldly engaging with ‘reducetarianism’ has the potential to help deliver more benefits to its existing and future farming members, as well as help improve the welfare of more farm animals.

Kurzeja said: “We’re not telling people to stop eating meat, but the fact is most Brits say they are concerned about the welfare of farm animals. Price, however, is often the biggest barrier stopping them choosing higher welfare food.”

A report by the Eating Better alliance last month suggested high consuming meat and dairy countries such as the UK need to reduce their intake by at least 50% by 2030 to achieve commitments made by the 2015 Paris Climate Agreement.

To find out more about the eat less, eat better campaign visit