The Co-Operative launches higher-welfare British Elmwood pork

The Co-operative Group is rolling out its higher-welfare Elmwood standard to its fresh British pork range – in a move which will raise the bar in terms of welfare standards for own-brand pork.  

From tomorrow (23 March 2011), all Co-operative own-brand fresh pork will be produced from British pigs reared to the retailers higher-welfare standard or above, as will all its own-brand sausages.

The Elmwood standard includes reduced transport time, natural light, straw bedding, environmental enrichments and a healthier diet for the pigs.

All Co-operative own-brand fresh and frozen pork, beef, chicken, duck and turkey is 100% British, and all Co-operative brand bacon, sausage, gammon and ham (excluding continental products) is produced using only British meat. 

The Co-operative worked with a group of specialist British pig farmers to identify issues regarding the welfare of the sows and piglets throughout the farming process. 

These issues were looked at individually and addressed, and used to create the Elmwood standard for higher-welfare pork.  

The retailer’s move to extend the Elmwood standard to fresh pork follows the conversion of all its fresh own-brand British chicken to Elmwood or above, starting with fresh whole chickens in October 2007.

The Co-operative’s Elmwood British chicken range now also includes own-brand fresh chicken fillets and portions, as well as fresh chicken products including barbecue, breaded, flavoured and ready-to-eat roast and flavoured chicken.

In 2010, Elmwood was rolled out to include all own-brand whole turkeys, crowns and fresh plain turkey products – including fillets, steaks, mince and pieces. 

Sean Toal, Commercial Director at The Co-operative Food, commented: We’re delighted to be extending our higher-welfare Elmwood standard to own-brand British pork. Elmwood has been a major success story for The Co-operative and, last year, for the second year running, we won the RSPCAs Peoples Choice Supermarket award for our commitment to animal welfare. 

“Customers do not pay an added premium for Elmwood products, so they are ideal for those who are concerned about animal welfare, but don’t want to pay more for their meat and poultry.” 

Animal welfare and supporting British farmers have always been high on The Co-operatives agenda, as reflected in its Food Ethical Policy, which was launched in 2008, based on the responses of more than 100,000 customer-members across the UK. Animal welfare emerged as one of the main issues that members wished to see prioritised by the business.  

This commitment was reinforced earlier this year with The Co-operative’s ground-breaking Ethical Operating Plan. 

The Elmwood British pork products will be available in around 4,000 Co-operative food stores from 23 March 2011.  The launch will be supported by TV and press advertising, which will include a deal on The Co-operative British Elmwood Pork Shoulder Joint, which will be half-price at 2.49 per kg from 23 March – 12 April inclusive.

For further information on the location of Co-operative stores, customers can contact The Co-operative Customer Careline on (freephone) 0800 0686 727 or visit http://www.co-operative.coop/food/find-us/