Countdown to 2026: Are Companies on Track to Meet Their Better Chicken Commitments?

The 2026 deadline for the Better Chicken Commitment (BCC) is rapidly approaching, but are companies making the necessary strides to fulfil their promises?

Compassion understands the challenges faced by food businesses that have signed up or are considering signing up to the BCC. But now is the time for decisive action.

To avoid letting delays or hesitation derail your progress, we’ve outlined practical steps you can take to stay on track and drive meaningful change.

Reaffirm Your Commitment

Why did your company sign up to the BCC in the first place? Reflecting on this question can be a powerful way to refocus your efforts. Are your internal stakeholders – from leadership to operational teams, especially in marketing and supply chain management – still fully engaged and ready to support this vital transition?

Revisiting the “why” behind your commitment will reignite belief in your goals and ensure that your team remains united and motivated to fulfil your commitment.

Revisit and Refresh Your Workplan

Revisit your business plan. When it was first written it reflected the priorities and realities of the time. But the world has changed—does it still chart a clear and relevant course, or is it time for a revision?

Without updated action plans and public timelines, commitments risk falling short.

Investment and Future Planning

Ownership of commitments requires proactive action. Companies must map out their supply chains, secure necessary investments, and build long-term partnerships to ensure readiness for the transition.

A critical question to address: what progress has been made in securing a supply of BCC-compliant chicken? Forging supplier partnerships and increasing volumes now, where possible, will establish a strong foundation for success.

Compassion’s newly launched BCC Supplier and Distributor List  is a valuable resource for finding compliant suppliers. For those struggling to find UK-based supply, sourcing from international producers could provide a viable solution.

Laying the Groundwork

Challenges such as COVID-19 and the cost-of-living crisis have undoubtedly been obstacles, but they must not become excuses for inaction. Companies should focus on laying the groundwork now and building resilience in their supply chains.

Collaborating with supply chain partners through joint ventures can help share the burden of investment while menu reformulation and ensuring carcass balance can help mitigate an increase in the cost of production. The path forward requires agility and commitment to adapt to the evolving landscape.

Phased Implementation and Visible Progress

Companies should prioritise implementing the simpler aspects of the BCC criteria, while laying out clear plans for tackling more complex ones, such as transitioning to slower-growing breeds.

They should also take advantage of any supply that’s readily available, whilst also working to build supply in markets where BCC supply is yet to be developed.

Consumers who initially celebrated these commitments won’t wait forever. A lack of visible progress risks eroding trust and brand loyalty.

Transparency: The Foundation of Trust

Own your communication, don’t wait for external scrutiny – ensure that you create a robust and reliable timeframe that aligns all functions of your business with your welfare goals, even if full compliance goes beyond the 2026 deadline. Commitments without clear public roadmaps are like maps without destinations: ineffective and misleading.

Creating detailed action plans with public timelines for transition is essential for customers, shareholders, and investors to trust in these pledges. Internally, clarity ensures your teams have the direction they need to execute the plan.

Consider The Cost of Inaction

Failing to meet BCC commitments means failing both your customers and the chickens. In today’s market, ethical and sustainable practices are no longer optional; they are expected. Falling short can damage brand reputation, alienate consumers, and even deter investors. Don’t let obstacles define your progress – mitigate challenges and stay on course.

Collaborative Solutions: The Better Chicken Business Network

To help companies address market challenges, Compassion has launched the Better Chicken Business Network. This initiative connects stakeholders across the supply chain to address sourcing needs, improve carcass balance, and develop cost-mitigation strategies.

Collaboration within this framework will support sustainable transitions to higher welfare practices. Join the BCBN today.

The Roadmap to Success

Transitioning to higher welfare chicken production is not just a moral responsibility—it’s a business opportunity that benefits consumers, producers, and millions of birds each year. Companies like M&S and Norsk Kylling have already achieved impressive results following their move to BCC-compliant chicken.

Get Busy – The Clock is Ticking!

In March 2025, our next ChickenTrack report will reveal the real progress—or lack thereof—toward meeting BCC standards. This report will celebrate successes and expose underperformance, serving as a wake-up call for companies lagging behind.

The clock is ticking, and the pressure is mounting for companies to turn pledges into action. By embracing transparency, strategic planning, and collaboration, businesses can not only fulfil their promises to customers but also genuinely improve the lives of the chickens in their care.

The time to act is now—because commitments are only as good as the actions that back them up.