Dog dinners have long been infamous for their low-end, low-quality meat cuts, but that is rapidly changing. A growing number of pet food companies are now taking animal welfare seriously when it comes to chicken. Internationally, an increasing group of brands are showing responsibility and respect for the animals in their supply chains, not just the pets they feed.
UK-based Beco Pets was the decisive trail blazer, first to sign the Better Chicken Commitment and make the full switch to all their chicken meeting these higher welfare standards back in 2020. United States company Campfire Treats followed suit in 2021, and was fully compliant by 2023.
Now, a dozen big name companion animal feed and treats brands have adopted top tier policy for the chickens in their products. Industry giant, Hill’s, has signed the European Better Chicken Commitment for a 2030 phase-in across Europe. Viva Raw, Savage Cat Food, Goodness Gracious, Earth Animal, RAWR, PetPlate, Nuggets Healthy Eats and The Honest Kitchen are also committed to the Better Chicken Commitment in the United States, with implementation dates ranging from 2024 – 2028.
Closer to home, Open Farm, who operates in Australia, Canada and the US, will meet the criteria by 2026. Improving animal welfare is not just a trend – it’s a growing movement.
The Better Chicken Commitment is a set of internationally accepted, science-based criteria to deliver superior welfare for chickens farmed for meat. Primarily, it means a transition to using healthier, more natural and robust breeds of chickens, kept in better living conditions. When food businesses sign up to the Commitment, they specify the agreed future deadline by which all the chicken they use will meet the Better Chicken Commitment standards. Over 600 companies here and overseas have signed up to the Better Chicken Commitment.
While this is important progress, it raises the question: why are a whole host of human food producers, outlets and retailers, both big and small, dragging their feet?
When they first signed up to the Better Chicken Commitment back in 2021, Campfire Treats president and co-founder Marko Wittich said,
“We believe that all animals should be treated with kindness and respect. This includes the farm animals raised for meat, for which we bear a special responsibility.”
Beco Pets has shown that it is possible to meet the standards and still appeal to consumers. Their Founder, George Bramble, said,
“The welfare of chickens in our food has always been important to us. Our customers obviously love their dogs but also have a concern for the wider environment and how our products are produced. As a company, we are delighted to lead the way and be the first in the UK pet industry to sign up to the Better Chicken Commitment”.
Why is food manufacture for people still committed to serving low welfare chicken?
In New Zealand, most people care deeply about animal welfare and expect food companies to do the same. Already, Domino’s Pizza, HelloFresh, My Food Bag and The Coffee Club, amongst others, are leading the charge to bring higher welfare practises to our shores. But some are falling behind.
Here at Animals Aotearoa, we work with food brands to formalise demand for a Better Chicken market. HelloFresh came to the table in NZ after signing for Europe and the US. But not all companies are willing to move forward to improve animal welfare, Nando’s New Zealand in particular. While the brand has signed the Better Chicken Commitment overseas, when it comes to their Kiwi customers, they prefer to serve up excuses and remain committed to an inferior, low standard when compared to their UK operations.
Nando’s ‘free-range’ marketing may sound appealing, but they conveniently overlook the miserable lives of the chickens they use, caused by the broken breed. They hope you don’t know that free-range means very little improvement for the unhealthy breed of chickens they use for meat. These birds struggle to walk and are crammed into sheds in their tens of thousands. Many will never even make it outside, will die of heart failure or other chronic health problems at only weeks old.
Nando’s, it’s time to step up your game! If pet food companies can, and are, doing it, why can’t you? Don’t just hide behind fancy welfarewash marketing – be transparent about the suffering you’re currently selling and join the ranks of those doing better.