Co-op ups welfare standard for own-brand turkeys

The Co-op is rolling out its higher-welfare Elmwood standard to all its fresh own-brand turkey and turkey crowns this Easter.

Available in selected stores from 7 April for a limited time only, the British Elmwood turkeys are being reared by a carefully selected small group of dedicated family-run British turkey farms. The retailer believes that nurturing turkeys for longer in a more enriched, sunlit environment with more room to move about and perch leads to perfectly tender, moist and flavoursome meat.

Then in May, the next stage of the roll-out sees the Co-op’s own-brand ready-to-eat plain roast chicken products being produced from Elmwood birds, followed by all the Co-op’s summer eating BBQ chicken products – fresh and frozen.

The initial move came back in October 2007 when all Co-op fresh whole chickens were converted to the Elmwood standard or above, after a six-month consultation with Co-op members to guide the retailer’s Food Ethical Policy.

More than 100,000 customers across the UK responded to the poll, and animal welfare emerged as one of the top areas that members wish to see prioritised by the business.