Co-op’s battery ban plugs Free Range Award
The British Free Range Egg Producers Association's Free Range Awards have received widespread exposure in a high-profile publicity campaign triggered by The Co-operative's decision to ban the sale of battery eggs across its 3,200 stores.
The Co-operative was named Retailer of the Year at BFREPA's conference last November, a fact now being conveyed to its customers in the shape of point-of-sale material, poster boards and re-designed egg packaging. Full page ads in national newspapers heralding the end of cage egg sales also featured the BFREPA Award.
The Co-operative's decision to stop selling cage eggs makes it the UK's biggest retailer to go totally free range and follows a six-month consultation with Co-operative members. More than 100,000 customers responded to the poll to guide the retailer's food ethical policy. Animal welfare emerged as one of the top areas that members wish to see prioritised by the business.
Steve Connolly, category trading manager for dairy at The Co-operative, said: "The decision to ban the sale of eggs from caged hens is the latest move in our responsible retailing strategy. We know our customers consider animal welfare and local sourcing to be key areas, so we have listened to them and provided only free range eggs that are laid in the UK."
The move means that The Co-operatives eggs are now 100 per cent Freedom Food free range or Freedom Food organic. The retailer is committed to using only British supplies and in-store shelf barkers carry the message "All our eggs are free range and British". New style packaging further emphasises the UK origin of the eggs.
BFREPA chairman Tom Vesey commented: "We are absolutely delighted to see The Co-operative not only strengthen its commitment to British free range eggs but at the same time use the BFREPA Award to such good effect.
"This is exactly how we intended the Awards to be used and it can only encourage other retailers and food companies to aspire to be similarly recognised for their support of free range."
