The Co-operative has extended its higher-welfare, Elmwood brand to cover its entire range of fresh, plain own-brand turkey products.
The move follows the supermarket’s initial announcement last Easter that all its own-brand whole turkeys, both fresh and frozen, as well as turkey crowns, would be converted to meet the standard. They will now be joined by the retailer’s fresh fillets, steaks, mince and pieces.
Elmwood turkeys are reared for a longer period than usual under conditions of natural light, with perches provided and at a lower stocking density. The birds are being grown on a small number of selected family-owned units.
The Co-op’s fresh whole chickens have been reared to the Elmwood standard or higher since 2007. A spokesman said the higher welfare initiative had been launched in response to a survey of more than 100,000 customer-members across the UK.
Animal welfare emerged as one of the main areas that members wished to see prioritised by the business.