This month FarmingUK spoke to an enthusiastic Jeremy (Jez) Cooper, CEO of Freedom Food about their re-branding and the future of the organisation. Improving customer awareness is only part of the plan. His aim is to improve efficiency and effectiveness, resulting in a better service for its members. But ultimately the goal is to increase the number of animals reared under the high welfare scheme, including free range hens. Freedom food has the greatest market penetration in egg production, after salmon, with around 50% of non-caged laying hens, in the UK, reared under the scheme.
Biography
Jez Cooper has had a varied career, starting with 11 years in the RAF. But it was his time working for Waitrose, Tesco and a merchant SME, which led to him taking up his position at Freedom Food. “My previous experience has helped me to communicate with the retail sector but in terms of farming it is a steep learning curve,” he admitted. “Agriculture is very diverse, increasingly high-tech and full of extremely interesting people.”
Whilst his father was stationed with the army, the family lived on a dairy farm. This sparked his first interest in agriculture, “I think the farmer must have got fed up with me following him around and asking questions”. This is a tactic he has continued over the last 18 months in order to familiarise himself with the organisation. “I’ve had a policy of trying not to say no to anything in this critical initial period,” Jez explained. “This has meant visiting numerous farms, attending agricultural shows, farmers meetings and technical conferences.” Throughout he has been stuck by the passion, knowledge and professionalism of those working in the sector, often over several generations. “Everyone has been extremely welcoming and willing to share expertise,” he enthused.
RSPCA Assured
The main motivation for the change to RSPCA Assured is to increase brand awareness. The McNair report, commissioned by the RSPCA, found that the RSPCA has 96% awareness and is by far the most recognised animal welfare charity in the UK. In comparison Freedom Food, which only had 26-28 % recognition. “People know and trust the RSPCA name so we hope by using it will simplify our message on animal welfare,” stated Jez. With the aim being to increase the number of animals reared under a higher welfare scheme – greater sales are key. “In order to do this it needs to be easy for consumers to spot higher welfare branded products.”
Freedom food expect to have a clear timeline for roll out of the new RSPCA Assured logo in March. “We understand the impact on packers and producers in terms of labelling,” Jez stressed. “We want to work with everyone effected to make sure, they aren’t burdened with extra costs and give them as least six months to make the change.” For farmers the stronger brand, coupled with increased promotion, should lead to greater product demand.
As part of what will be the biggest promotion of the brand in the last 20 years, TV commercials are planned and will hopefully air from September this year. “We hope that this will link with in-store and media activities,” he stated. Education of retail staff will be a focus, so that they are able to confidently answer consumers’ questions about choosing higher welfare products. Then by the end of 2015 the aim is for the RSPCA Assured logo to have been fully rolled out. However, in terms of the businesses name and communications with its members it will still be Freedom Food.
Changes to Freedom Food
Following a report into Freedom Food’s operations, they are working with producers on improvements. The aim is to work more effectively and efficiently, providing a better service to its members. “I see our role as facilitators, helping farmers, packers, retailer and the RSPCA work together,” Jez explained. “The RSPCA standards used by Freedom Food will continue to belong to the RSPCA, our responsibility is for compliance.”
Freedom Food is a wholly owned subsidiary of the RSPCA and a separate charity; as such is managed by its own board of directors independently of the RSPCA. Jez Cooper reports to that board but also communicates directly with the chairman of the RSPCA. “There is lots of discussion between the organisations and relationship of mutual trust,” he stressed.
It has always been an aspiration of Freedom Food to be self-funding and Jez himself was challenged with it becoming grant-free by 2015. In fact, he enabled them to work with out this grant assistance from the RSPCA in 2014. Currently the RSPCA support them in terms of service and operational costs, as they work out of the same building. However, there are plans to be self-sufficient by 2018. “This will give us greater autonomy so we can invest funds where we need to,” he explained. “The membership and license fee revenue will be used to fund Freedom Food operationally as well as achieving future goals, for example covering more species.” They will also be able to contribute to RSPCA research on welfare topics, as fits with those goals. Internally the organisation won’t change but they are striving to be more efficient and embrace technology.
RSPCA standards for free-range hens
Producers have been asking if the changes in the relationship between the RSPCA and Freedom Food will mean changes for them. In particular raising questions regarding the RSPCA’s position on the proposed beak trimming ban and the increase in multi-tier free range housing. Mia Fernyhough, the RSPCA’s laying hen expert, addressed the first point in January’s issue of the Ranger. On the later topic she stated that multi-tier systems, “provide a great opportunity for hens to exercise and move about the house.” “If well designed and managed they can be a really positive innovation.” The design and specification of muti-tier systems are addressed by the current standards.
However, she did highlight the potential risks of injury to birds including during placing and depopulation. “There is a lot of furniture; perches bars etc. so the layout is important to reduce the risk of keel bone fractures, for example,” she explained. “But in terms of feather pecking, the separation of resting and active birds is key.” Mia therefore believes that multi-tier housing could contribute towards the effective management of injurious pecking. “These systems offer more escape routes from bullying and pecking birds; as well as space for resting and perching,” she continued. “However, it needs to be easy for staff to move around the birds to monitor behaviour; with good visibility and access so that any birds requiring further attention can be dealt with appropriately,” Mia stated. “Stockmanship is key to for all farms, large or small - if they are committed to what they do then good welfare will follow,” Jez reiterated
Future plans
Along with the new logo there will be more work on improving customer perceptions of farm animal welfare. Connecting with education is part of Freedom Food’s strategic plan. “We were a nation of farmers and fisherman – we need to connect back to our roots,” Jez postulated. “Agriculture is really important to the UK economy, there are great careers on offer.” Getting kids on to farms is the start of it, so that they learn to respect animals, understand they matter and have a life worth living. “We should be proud of how good our farm animal welfare is in the UK.”
“We work with all the supermarkets and are building relationships all the time,” he said. “Sainsbury’s is the largest stockist of Freedom Food products and we have a great, open working relationship with them.” Up until recently retail had been the main market – with the exception of MacDonald’s who only use Freedom Food pork. Food service is now an area of focus with Sodexo, who supply schools and institutes, recently committing to use Freedom Food eggs and pork.
In terms of its members they are committed to helping producers who want to expand. Putting them in contact with retailers and other businesses to help them increase sales. “We want to expand the market for Freedom Food products, including free range eggs,” Jez stated. “There is an extra cost to producing eggs under the scheme and we hope that RSPCA Assured will open up additional channels to market for our members.”
Challenges
Jez Cooper is not a man to sit still and with future plans for Freedom Food, he will certainly be kept busy. “I will continue to attend as many agricultural events as possible – it’s essential to listen to producers and understand their businesses so we know how to help them.” He hopes the change to RSPCA Assured would be a win-win situation for all those involved. “If producers see the benefit in terms of contracts and sales, it will instil confidence in expansion and perhaps encourage others to join,” Jez said. “We always welcome new members and are very happy to support them.”
Jez acknowledges that there have occasionally been disagreements between farmers, Freedom Food and the RSPCA. Making the point that Freedom Food is a facilitator for discussions on welfare, helping to build relationships. Jez said, “Freedom Food and the RSPCA are working closely with agricultural bodies such as the NFU to progress important issues. “We all need to work together to improve the welfare of farm animals and promote the benefits of higher welfare to consumers. However, I understand that farming still needs to work as a viable business. Our members invest in us and we want to do even more for them,” Jez concluded.
