Free range producers have welcome the announcement by Sainsbury’s that it is ending the sale of cage eggs a year ahead of schedule.
The supermarket chain had originally intended to stop cage egg sales in 2010. In the last few weeks, however, the supermarket chain announced it had decided to bring forward the move away from battery production. Its embargo on cage eggs began on February 5, making Sainsbury’s the first major retailer to do so.
The company says all of its own label free range and organic eggs "will now be sourced from 202 UK Woodland farms specially selected for their commitment to raising hens in a more natural environment."
Sainsbury’s was named Retailer of the Year in BFREPA’s annual awards in November. In November 2007 Sainsbury’s extended the distribution of its Woodland free range. At the time of the award presentation Woodland eggs accounted for 33 per cent of egg sales in Sainsbury’s. It is the largest free range brand in the UK. Woodland egg producers receive a 2p per dozen premium for their eggs. All belong to the Sainsbury’s Woodland Egg Development Group.
John Widdowson, who conceived the Woodland idea and persuaded Noble’s to try it, said the news that Sainsbury’s had decided to end cage egg sales early was excellent. "Sainsbury’s is committed to British free range eggs and anything that helps British free range egg producers has got to be a good thing," he said.
"Sainsbury’s has been a huge supporter of British free range eggs. If this leads to extra Woodland eggs then that is good news."
The decision to end the sale of cage eggs early has come despite the onset of recession. Some people feared that there may be a tendency amongst consumers to trade down, but John does not believe that is a significant concern. "Most consumers of free range are established in their habits and I don’t see them downtrading. We have to remember that eggs are great value. You might argue that egg sales could rise in the recession because they are such a good value food."
BFREPA chairman Tom Vesey also welcomed the announcement by the supermarket chain. When he presented Sainsbury’s with the BFREPA award in November he pointed out that the company was the only one amongst the top retailers selling more 50 per cent of its eggs from free range. He said he was ’delighted" by the latest announcement. "It is a very welcome decision and we really do wish them well."
A spokesman for Sainsbury’s said that moving away from cage eggs was something its customers supported. "We constantly monitor feedback from our shoppers so we know that animal welfare is one of their main concerns. By working hard with our suppliers we have ensured that all Sainsbury’s shoppers can enjoy higher welfare eggs three years before the EU deadline of 2012. Sainsbury’s is committed to supporting British farms wherever possible, so ensuring that all eggs are 100 per cent British is another important aspect of this announcement."
January 2012 is when the EU’s ban on conventional cages will come into force. Sainsbury’s says it will also use that date as a deadline for removing caged eggs as an ingredient in its food and drink. Its Taste the Difference range already uses only free range eggs.
Finbar Cartlidge, Sainsbury’s egg buyer, said, "We are delighted that all Sainsbury’s shoppers will now enjoy higher welfare eggs whilst the other major retailers still continue with over half their eggs coming from caged hens. We’ve worked hard with our producers to deliver a range that continues to offer our customers great value for money, is 100 per cent British and is improving welfare standards of over half a million hens each week."
Whilst its basics range will be filled with barn eggs, Sainsbury’s says it has been planning the move away from cage eggs for some time with egg packers and it is confident that it has access to sufficient free range stock to satisfy an upturn in sales. All of its own free range and organic eggs will be from Woodland farms. "We believe that this is a great step forward for the free range egg supplier base," said a Sainsbury’s spokesman. "It is worth noting that we will also stock free range egg brands. All will be to British Lion standard.
"Our commitment to make this move has been public for some time. All our eggs will be raised to Freedom Food standards, which is great news from an animal welfare perspective. It is what our customers are asking for and in line with our corporate goals and values. Ensuring high standards of animal welfare is an integral part of Sainsbury’s sourcing policy so we are delighted to make the switch away from caged eggs a whole three years before the EU deadline. Over 500,000 hens will be kept cage-free as a result of Sainsbury’s move.
"It is important to remember that all Sainsbury’s eggs, including those from the basics range, will now be Freedom Food approved. This means that all shoppers can enjoy Freedom Food approved eggs, whatever their budget."
Sainsbury’s announcement was welcomed by Rowan West-Henzell, food business manager of Compassion in World Farming, who said it should be an example to the other big four UK supermarkets who had so far failed to match Sainsbury’s.
Stewart Elliott of Eggsell also welcomed Sainsbury’s decision. "It has got to be good to have more free range eggs out there. Prices are not too good at the moment for free range and this may help a bit. Let’s hope that the other supermarkets follow." Asked about Sainsbury’s decision to bring the move forward in the face of recession, Stewart said, "They will have done their homework. These companies are not going to do something and then find out it was the wrong thing to do. It is certainly a confidence boost for free range."
Sainsbury’s is the largest retailer to completely remove battery farmed eggs from its shelves. The company sells 1.6 million eggs every day - a total of 600 million eggs over the course of a year.
