Waitrose has announced that all its own brand British pork will be free range by 2027, as part of its latest animal welfare commitment.
From 15th October 2025, all pork mince, steaks, chops and joints will be free range. Waitrose said they would be available to purchase online and in Waitrose shops, with the intention for all own brand products to be free range by 2027.
Charlotte Di Cello, chief commercial officer at Waitrose, said: “We believe that happy pigs make the best pork. Our commitment to 100% British free range across all our Waitrose products reflects our dedication to providing our customers with unbeatable quality, taste, and value with values. When you choose Waitrose pork, you’re not just choosing a meal; you’re choosing ethically raised, delicious British produce and truly backing British farmers who share our values.
“This isn’t just about happy pigs; it’s about happy customers and farmers too. Waitrose is investing in British pig farming over the next decade, ensuring top-tier animal welfare standards and delivering tasty, high-quality pork at great value.”
The new free range products will also include a tiered welfare label, similar to the recently launched welfare label on Waitrose chicken. It said this would help “guide customers to better choices”.
Jake Pickering, head of agriculture at Waitrose, stated: “We’re proud to work with dedicated British farmers who share our passion for animal welfare. These farmers are the heart of our business, and we’re committed to supporting them in delivering exceptional pork.
“We’re thrilled to say that if you pass a field and see pigs being reared outside, they are likely to be happy Waitrose pigs, raised and cared for by our brilliant farmers.”
Nick Robinson, chief commercial officer at Pilgrim’s Europe, said: “Pilgrim’s Europe is proud to extend our partnership with Waitrose for another decade. This new agreement is a testament to the progress we’ve made together in driving positive change within the industry. We remain fully committed to providing consumers with the highest quality pork while ensuring the welfare of animals, supporting British pig farmers and contributing to a more sustainable future for the industry.”
Strengthening labelling legislation
Looking at the introduction of welfare labelling, Waitrose said it believes in “transparency and empowering consumers to make informed choices”.
In a recent YouGov poll carried out for RSPCA Assured, it was revealed that the majority (62%) of UK shoppers would spend more and buy British higher-welfare labelled products – such as free range – rather than settle for cheaper alternatives.
The retailer said it would continue to advocate for strengthened labelling legislation, including establishing a legal definition for free range pork, tightening up on the application of country of origin rules for products containing meat ingredients and introducing a mandatory method of production labelling to help shoppers be “guided by their values” regardless of where they shop.
