Sainsbury’s and Cranswick have announced a significant partnership aimed at advancing animal welfare standards for the ‘by Sainsbury’s’ British pork range. This collaboration not only seeks to surpass existing Red Tractor standards but also ensures that customers continue to enjoy great value.
On the other hand, the Taste the Difference pork will maintain its RSPCA Assured standard, a commitment upheld for 17 years. This consistency highlights Sainsbury’s dedication to providing quality meat options to its consumers.
The partnership entails a direct investment in modernizing farrowing accommodations, where pigs are housed during the birthing process. This upgrade will provide enhanced space for sows and piglets, ensuring a more comfortable environment. Additionally, the introduction of artificial intelligence (AI) technology will enable 24/7 monitoring, which aims to improve animal welfare significantly.
Sainsbury’s plans to invest £50 million into these high welfare standards by 2030. Alongside this, Cranswick will contribute £11 million for the development of new housing structures for the pigs.
Moreover, the partnership will provide long-term contracts and greater financial stability for 170 trusted farmers within the Sainsbury’s Pork Producer Group. This stability offers reassurance as farmers invest in farms, factories, and processes that enhance resilience in their operations.
Sustainability Goals
Looking ahead, both Sainsbury’s and Cranswick aim to achieve net-zero emissions for Taste the Difference pork by 2029 and for ‘by Sainsbury’s’ fresh pork by 2030. They will also focus on environmentally sustainable practices, including trials to reduce soya feed ingredients and promoting sustainable cereal feedstocks.
Rhian Bartlett, chief commercial officer at Sainsbury’s, emphasized that this long-term partnership enables the retailer to prioritize animal welfare, financial security for its farmers, and sustainable pork production.
“Long-term partnerships are not only key to the success of Sainsbury’s but also to the success and stability of the food industry we work in. They’re something we continue to prioritize as a business,” she stated.
Bartlett further noted, “Over the next 10 years, in partnership with Cranswick and the farmers in the Sainsbury’s Pork Producer Group, we hope to better prepare ourselves for unforeseen challenges such as price shocks and climate concerns. This partnership exemplifies the evolving relationship between retailers, farmers, and processors in our food system.”
This initiative is part of Sainsbury’s broader strategy to invest in British farming, animal welfare, and agricultural sustainability. Recent efforts include sourcing 100% free-range woodland eggs, reducing chicken stocking density to enhance welfare, and introducing a beef range with a lower carbon footprint.
Jim Brisby, chief commercial officer at Cranswick, commented on the new partnership, stating, “The purpose of the new partnership is to provide a total supply chain approach delivering a robust and differentiated consumer offer across British pork-related categories including fresh joints and steaks, sausages, cooked meats, and premium bacon and gammon.”
He added, “The partnership provides a secure supply chain that is fit for the future, facilitating improved welfare standards, delivering our joint sustainability targets, and ensuring a fair return to over 170 valued farmers.”
Brisby concluded, “This long-term contract will also give us the confidence to continue to invest in our farms, processing factories, and people, to deliver the highest quality, technical standards and innovation to support Sainsbury’s in the provision of good food.”
