Waitrose has announced new “market leading” welfare standards on continental meats.

The supermarket said it has been working with European producers to partner with farmers who lead industry standard for charcuterie.

According to the company, it is already number one for animal welfare across the UK, with the move also putting it in top spot for charcuterie standards.

“It’s been a real cultural shift for some of our suppliers on the continent as many of their domestic customers don’t prioritise higher welfare,” said Elle Vercoe-Gibson, ethics & sustainability agriculture manager, Waitrose. “But at Waitrose, we are dedicated to raising animal welfare standards and by doing this, not only do the pigs benefit but also the farmers know that animal care goes hand in hand with quality and taste. Welfare will always be our number one priority.”

The retailer first introduced higher welfare standards across its Italian producers two years ago.

Since then, Waitrose has focused on improving standards across all of its European producers, with those located in Germany, France, and Spain also now meeting Compassion in World Farming's Good Pig Award standards.

The supermarket has been challenging its suppliers to improve welfare standards for livestock since 2019.

According to the business, Waitrose is the only UK supermarket to commit to and deliver 100 per cent higher welfare own label continental charcuterie.

All of Waitrose continental pork charcuterie meets the Good Pig Award criteria - the only UK retailer able to make this claim.

Last year, Waitrose also implemented the Better Chicken Commitment across all own-brand chicken.

“We congratulate Waitrose for its ongoing commitment to working with suppliers across Europe to raise welfare standards for continental pigs," said Louise Valducci, head of food business (Europe), Compassion in World Farming. "By providing pigs with more space, meaningful enrichment, and freedom from crates for sows, they are setting a high benchmark for responsible farming that others can follow."

She described 2025 as a "defining moment" for producers embracing free farrowing systems.

"Choosing to invest in this transition is not only a responsible step forward but also a strong demonstration of leadership in animal welfare," continued Valducci. "It paves the way for the phase out of farrowing crates, providing a powerful example to other food companies and legislators that a cage-free future is possible.”

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