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Published 20/03/2024Today (20 March) Compassion launched its second European ChickenTrack Report measuring company progress towards meeting the higher welfare requirements of the Better Chicken Commitment (BCC).
Over 380 companies across Europe and the UK have committed to the Better Chicken Commitment (BCC), recognizing their role in enhancing breeding, living conditions, and slaughter practices for meat chickens in their supply chain by 2026.
ChickenTrack aims to drive compliance and transparency by showcasing companies that are leading in broiler chicken welfare.
ChickenTrack 2023 highlights that while there's been some improvement, the majority of European companies are lagging in two crucial areas: transitioning to slower-growing breeds and lowering stocking density, which are essential for enhancing chicken welfare.
Encouragingly, the evaluation of 85 companies across 8 European countries reveals a positive trend: reporting on transition has risen from 39% in 2022 (including producers) to 65% in 2023.
ChickenTrack 2023 Topline results
- Of the total 85 companies assessed, 55 are reporting on their transition progress.
- 21 companies are reporting for the first time in 2023, including Burger King (France), Domino’s Pizza Enterprises (Europe) and Carrefour Poland, Italy and Spain.
- 30 companies are yet to start reporting
- 7 companies report 100% compliance with at least one of the BCC criteria:
- Danone Group - Natural Light
- Marks & Spencer - Natural Light, Enrichment, CAS Slaughter (as well as 100% BCC compliance on fresh chicken)
- Monoprix - Breed
- Nando’s - Natural Light and Enrichment
- Norsk Kylling - all criteria
- Schiever Distribution (France) - Stocking Density, Breed, Natural Light
- Waitrose - Stocking Density, Natural Light, Enrichment, CAS Slaughter
- 2 companies have public roadmaps – Quick (France) and Fileni (Italy)
Results by sector
Of the 85 companies committed to the BCC:
- 33 are from the Retailers & Meal Kit sector, 21 of which are reporting on transition progress. Highlights include:
- M&S is reporting on Natural Light, Enrichment, CAS Slaughter. M&S is the only UK retailer that is 100% compliant with the BCC for all its fresh supply, and is working towards 100% compliance for its whole supply by 2026.
- Carrefour (Poland) reporting for the first time across Stocking Density (28%), Breed (28%), Natural Light (28%) and CAS Slaughter (38%)
- HelloFresh reporting for the first time across Breed (19%), Enrichment (29%) and CAS Slaughter (43%) – the full scope of this reporting can be viewed on our website
- Schiever Distribution (France) for 100% transition in its first year of reporting across Stocking Density, Breed and Natural Light
- 14 are from the Food Service & Hospitality sector, 8 of which are reporting on transition progress. Highlights include:
- Accor (France) reporting for the first time across Stocking Density (34%), Breed (19%), Natural Light (31%), Enrichment (16%), CAS Slaughter (24%) and Third-Party Auditing (22%)
- API Restauration reporting on transition progress for the first time on Natural Light (55%) and Enrichment (33%)
- Quick (France) reporting 50% transition progress on Natural Light in its first year of reporting
- 23 are from the Restaurant sector, 15 of which are reporting on transition progress. Highlights include:
- Flunch (France) reporting for the first time across Natural Light (43%), Enrichment (43%) and CAS Slaughter (71%)
- TGI Fridays (UK) reporting for the first time on Natural Light (80%) and Enrichment (80%)
- 9 are from the Manufacturing sector, 6 of which are reporting on transition progress. Highlights include:
- Premier Foods reporting on transition progress across Stocking Density (45%), Enrichment (45%) and CAS Slaughter (99%)
- Unilever is reporting an 18 percentage point increase in progress on Stocking Density and Breed, and a 10 percentage point increase in progress on Enrichment from last year.
- 6 are from the Producer sector, 5 of which are reporting on transition progress. Highlights include:
- Fileni reporting for the first time on Stocking Density (19%), Breed (28%), Natural Light (17%), Enrichment (17%) and CAS Slaughter (19%)
- LDC reporting on transition progress across Stocking Density (23%), Breed (26%), Natural Light (52%), Enrichment (53%) and CAS Slaughter (41%)
Results by country
Of the 85 companies featured in ChickenTrack, here's the breakdown by country of those with BCC commitments and the number reporting on their transition progress:
Building blocks for a successful transition
The BCC is a package of science-based criteria, and ALL the criteria need to be implemented to significantly improve the lives of broiler chickens. For any signatory to the BCC to achieve a successful transition, alignment and support from all stakeholders is key. This means that:
- Producers are willing to supply – and are active in finding supply chain partners
- Food companies are willing to buy – committing to long-term contracts with suppliers and securing financial investment
- Customers are willing to pay – supporting BCC-compliant chicken through their purchasing choices, encouraged by company marketing and brand loyalty
We urge all BCC signatories to develop yearly progress plans, supported by all stakeholders in the supply chain, outlining actions and targets to reach 100% compliance. Accompanied by a public facing transition timeline, this can help accelerate the shift to higher welfare chicken for the whole industry.
Vital role of retailers to stimulate market
Supermarkets play a vital role in driving the shift towards higher welfare standards. Signing up to the full BCC criteria is crucial for industry-wide change.
Currently, only M&S and Waitrose have made the pledge, with M&S now exclusively selling 100% BCC-compliant fresh chicken. While retailers like Sainsbury’s, Co-op and Morrisons have vowed to reduce stocking density to 30kg/m², without breed change, their chicken cannot be considered higher welfare.
Some retailers offer BCC-compliant chicken options, such as Tesco’s ‘Room to Roam’ or Morrison’s ‘Space to Roam’, but these typically make up a small proportion of their full chicken offer.
By adopting healthier chicken breeds and improving their living conditions, we can ensure longer, healthier lives for chickens, resulting in better quality, more nutritious food, meeting consumer expectations.
Dr Tracey Jones, Global Director for Food Business at Compassion said: “It is encouraging to see an increase in companies working to deliver on their commitments and reporting on their transition progress. Company sign-ups to the BCC are an essential first step to improving the lives of millions of chickens raised for meat. However, only when the full package of changes is made will chickens start to feel the benefits and the company can say its products are higher welfare.
“It is undoubtedly a challenging time for everyone, particularly with the cost-of-living crisis, but we need to keep pressing on. There is clearly much to be done and key sectors still need to get on board, not least the UK retail sector. Higher welfare should be the minimum baseline standard – in good times and in bad, and as progress is made, and we see bigger changes, millions more broiler chickens will start to lead healthier, happier, more fulfilled lives.”
