UK | Waitrose has once again made a significant leap in animal welfare with a global supermarket first by committing to 100 percent free-range own-label British pork by 2027.
This commitment ensures exceptional quality and taste for Waitrose customers, while also supporting British farmers.
From 15th October 2025, all pork mince, steaks, chops, and joints will be free-range and available to purchase online and in Waitrose shops, with the intention of all own-brand products becoming free-range by 2027.
The new free-range products will include a tiered welfare label, similar to the recently launched welfare label on Waitrose chicken, to help guide customers to better choices.
“We believe that happy pigs make the best pork. Our commitment to 100% British free range across all our Waitrose products reflects our dedication to providing our customers with unbeatable quality, taste, and value. When you choose Waitrose pork, you’re not just choosing a meal; you’re choosing ethically raised, delicious British produce and truly backing British farmers who share our values,” said Charlotte Di Cello, Chief Commercial Officer at Waitrose.
“This isn't just about happy pigs; it's about happy customers and farmers too. Waitrose is investing in British pig farming over the next decade, ensuring top-tier animal welfare standards and delivering tasty, high-quality pork at great value.”
The new 10-year deal builds on over 30 years of partnership with Pilgrim’s Europe and British Pig farmers, which have seen the retailer continually set the benchmark for the UK pork industry.
"Pilgrim’s Europe is proud to extend our partnership with Waitrose for another decade," said Nick Robinson, Chief Commercial Officer at Pilgrim’s Europe.
"This new agreement is a testament to the progress we’ve made together in driving positive change within the industry. We remain fully committed to providing consumers with the highest quality pork while ensuring the welfare of animals, supporting British pig farmers and contributing to a more sustainable future for the industry."
Waitrose is already a leader in free-range pork, representing 55 percent of the UK market. This new commitment solidifies Waitrose’s position at the forefront of animal welfare and quality.
“We’re proud to work with dedicated British farmers who share our passion for animal welfare,” said Jake Pickering, Head of Agriculture for Waitrose.
“These farmers are the heart of our business, and we’re committed to supporting them in delivering exceptional pork.
In a recent YouGov poll carried out for RSPCA Assured, it was revealed that the majority of UK shoppers would spend more and buy British, higher-welfare labelled products—such as free-range—rather than settle for cheaper alternatives.
Waitrose believes in transparency and empowering consumers to make informed choices. All its free-range pork will include a tiered welfare label on the packaging, such as Organic, Free Range, Outdoor Bred, Enhanced Indoor, and Standard Indoor. The lower three tiers will be absent from all Waitrose own-brand pork products by 2027.
