Waitrose has announced new “market leading” welfare standards on continental meats.
The supermarket says that it is already number one for animal welfare across the UK, with its latest move putting it in top spot for charcuterie welfare standards.
It is working with its European suppliers to provide only higher welfare own brand continental charcuterie products

Waitrose has worked tirelessly with European producers to partner with farmers who not only lead industry standard for continental charcuterie, but also produce in a way that’s steeped in tradition.
“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,” says 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 supermarket first introduced higher welfare standards across its Italian producers two years ago, due to the popularity of Italian meat from customers. Since then, the focus has been across all European producers.

Run by over 45,000 passionate Partners, Waitrose has been serving customers for 120 years and offers extraordinary products in our 317 shops and on Waitrose.com. Inspiring food discovery, our expert Partners run almost 800 specialist food service counters in store, where customers can shop a variety of the best quality meat, fresh fish, dry aged beef, sushi, as well as cheese. Our Beer, Wine and Spirits team features the largest number of Masters of Wine of any UK supermarket and we sell nearly 3,000 different wines, beers, ciders, spirits as well as no and low drinks in our shops, on Waitrose.com and Waitrose Cellar.

Since 2019, the supermarket has challenged its suppliers to provide even better welfare standards for livestock. All the supermarket’s Italian producers have been meeting higher standards for two years, and now all from Germany, France and Spain are also meeting Compassion in World Farming’s Good Pig Award standards.
• Waitrose is the only UK supermarket to commit to and deliver 100% higher welfare own label continental charcuterie.
• All of Waitrose continental charcuterie (pork) meets the Good Pig Award criteria - the only UK retailer able to make this claim
• All of Waitrose continental pork is 100% free-farrowing. This means the mother can move freely and is not restricted in a crate. All of Waitrose's continental pigs are free from confinement and cages.
• Waitrose continental pigs are free from mutilation, such as teeth clipping and tail docking.
• Waitrose continental pigs come from farms with more space than the standards set by Red Tractor and provided with enrichment including straw and toys.
Marking a landmark year for their animal welfare standards, 2025 also saw Waitrose successfully implement the Better Chicken Commitment across all own-brand chicken, confirming its position at the forefront of the industry. This dedication to animal welfare now carries across to continental pork and the supermarket strongly encourages all retailers to follow its lead and to ensure British shoppers can enjoy delicious and ethically sourced charcuterie from all over Europe and the UK.



Louise Valducci, Head of Food Business (Europe), Compassion in World Farming, said: “We congratulate Waitrose for its ongoing commitment to working with suppliers across Europe to raise welfare standards for continental pigs. 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.
“This year marks 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. 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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