Sainsbury’s to donate to RSPCA from Freedom Food sales

Farm Animal Week Logo

Sainsbury’s has announced it will support this year’s Farm Animal Week (18-24 June) by donating 5p to the RSPCA, from selected Freedom Food products sold during the week.

As the largest retailer of Freedom Food products, this major initiative could raise 25,000 pounds for the animal charity, whilst significantly raising awareness and boosting sales of Freedom Food labeled products.

Funds raised will go towards helping the RSPCA carry out vital work to improve the lives of animals farmed for food.

Talking about why Sainsbury's decided to support Freedom Food and the RSPCA during Farm Animal Week Judith Batchelar, Director of Sainsbury's brand, said:   "Sainsbury's is committed to helping improve the lives of farm animals and we know it's a priority for our customers.   Farm animal welfare is a key part of our 20 by 20 Sustainability Plan, so supporting Freedom Food and the RSPCA duringFarm Animal Weekis a natural fit.

"Sainsbury's is the largest retailer of Freedom Food products and we aim to continue expanding our range and offering our customers a greater choice of higher welfare food." 

Largest ever Freedom Food promotion

According to Leigh Grant, chief executive of Freedom Food, this initiative will be the largest promotion of Freedom Food in any retailer:

"Thanks to Sainsbury's, Freedom Food and farm animal welfare will be brought directly to the forefront of shoppers' minds in a way that we have never done before. 

"Farm Animal Week will see the biggest promotion we've ever had of Freedom Food products in a supermarket nationwide and we hope it will encourage more farmers to adopt higher welfare standards.

"Sainsbury's support also means that for the first time ever, shoppers will have the opportunity to raise significant funds specifically for the RSPCA's work helping farm animals."

All Freedom Food products included in the promotion will carry a specially designed peel and reveal sticker with information for shoppers, and advertising will be used at the point of sale. 

Freedom Food products will also be promoted by sampling teams in 300 Sainsbury's stores throughout the week.

Help for cats and dogs too

Fundraisers from local RSPCA branches up and down the country will also be collecting donations outside selected Sainsbury's stores throughout the week to help needy animals in the local area.

For more information on Farm Animal Week visit www.freedomfood.co.uk/farmanimalweek

Notes to editors:

  • Sainsbury's is the UK's largest retailer of Freedom Food branded lines, selling over 300 products from farms approved by the RSPCA. Sales of Freedom Food eggs, pork, chicken, turkey and ham have gone up by almost 10 per cent over the past year alone.
  • By 2020, all Sainsbury's meat, poultry, eggs, game and dairy products will be sourced from suppliers who adhere to independent higher welfare standards.
  • By 2020, Sainsbury's will double the amount of British food it sells and source all key raw materials and commodities sustainably to an independent standard.

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About the article

  • Posted on: 18 June 2012
  • Type of article: Press release

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