RSPCA Assured, the RSPCA’s ethical food label and farm assurance scheme, has launched a new campaign to encourage consumers to support higher welfare egg producers by choosing RSPCA Assured labelled eggs this Pancake Day.
The 30-second Pancake Day TV advert, showcases the journey of an RSPCA Assured egg from farm to fork and stars RSPCA Assured laying hen producer, Phillip Twizell. Made by 2S Films, the advert will air across the Channel 4 network from 24 February until Pancake Day – 4 March. It is expected to appear during the ad breaks of programmes such as Death in Paradise, At Home With Katherine Ryan and Grand Designs.
The campaign is part of a major bid to educate consumers on where their food comes from and the impact their shopping decisions have on the lives of farmed hens.
A new survey, commissioned in support of the campaign1, found that almost half of UK adults admit that they don’t know how to make a pancake and a quarter aren’t aware that pancakes contain eggs2.
Kelly Grellier, Chief Commercial Officer at RSPCA Assured, said: “Something as simple as not knowing what ingredients are in a pancake might seem innocuous and funny, but it exposes an important truth – as a nation, we are clueless about egg production and don’t know enough about what we are eating and where our food comes from.
“We hope that our campaign will help to bridge this gap in understanding by providing consumers with important education about how their choices directly affect the welfare of farmed animals. We are aiming to increase understanding of higher welfare farming and encourage support for our RSPCA Assured member farms.
“We also hope to reach producers who are not yet part of the RSPCA Assured scheme and invite them to come and talk to us about transitioning to higher welfare farming.
“Our Farming and Technical Engagement Team are on hand to talk to anyone thinking of joining the RSPCA Assured family and are happy to showcase the benefits of the RSPCA welfare standards to both producers and their hens.”
The RSPCA Assured survey also found that consumers want to make ethical food choices, for example 60% of people said it is important to them that the ingredients in their pancakes come from higher-welfare farms3.
“It’s really encouraging to see consumers wanting to prioritise hen welfare when they shop and recognising that hens are sentient creatures who deserve a good life.” Kelly added. “Nearly 20% of UK egg production still comes from caged hens4 and we’d love to see that drop to zero. By continuing to campaign about these important issues we hope consumer, retailer and industry concern will grow until we finally see no more caged hens.”
RSPCA Assured is the only food label solely dedicated to farm animal welfare. All RSPCA Assured certified egg producers – whether free-range, organic or barn – must meet nearly 700 strict standards all aimed at improving hen welfare. These standards include providing perches, nest boxes and enrichment items like straw bales and pecking objects, which allow hens to express natural behaviours such as nesting, foraging and perching.
Phil Twizell, RSPCA Assured member and founder of the Good Egg Fella’s in County Durham, said: “As a livestock farmer, you’re responsible for the welfare of your animals. They are sentient beings and I feel it’s just a natural thing to do, to be caring for your animals.
“If you get the welfare right, you get better production and you enjoy your job more. The RSPCA Assured label gives consumers confidence that eggs are produced to the highest welfare standards we can achieve, and that we’re adhering to the standards. When I see my hens happy, healthy and laying great quality eggs, I couldn’t be happier.”
Help build a better world for farmed animals and look for the RSPCA Assured label. View the RSPCA Assured advert here and find out more online.