United Kingdom-The Co-op supporting Animal Welfare.

UNITED KINGDOM-THE CO-OP.

The Co-operative is rolling out its higher-welfare Elmwood standard to all its fresh own-brand turkey and turkey crowns this Easter.

The Co-operative has selected a small group of dedicated family-run British farms to embrace its higher welfare and quality standards. It said the farmers chosen were some of the best in the poultry business, to ensure its Elmwood standards are adhered to at every level.

By nurturing the turkeys for longer in a more enriched, sunlit environment with more room to move about and perch, The Co-operative said it guarantees perfectly tender, moist and flavoursome meat.

All Co-operative fresh whole chickens were converted to the higher-welfare Elmwood standard or above in October 2007, and the initiative was rolled out to include all own-brand fresh plain chicken fillets and pieces last year.

The move to extend the Elmwood standard came after a six-month consultation process with Co-operative members to guide the retailer’s Food Ethical Policy. More than 100,000 customers across the UK responded to the poll, and animal welfare emerged as one of the top areas that members wish to see prioritised by the business.

And this year, all Co-operative summer-eating BBQ chicken products - fresh and frozen - will be made using Elmwood chicken, plus all own-brand ready-to-eat plain roast chicken products will also be produced from Elmwood chickens from May 2009.

The Co-operative British Elmwood turkey and turkey crowns will be in selected Co-operative stores from 7 April 2009 for a limited time only.