Parts of the UK broiler industry have spent the past several years working toward the Better Chicken Commitment (BCC), a framework introduced in 2017 to drive meaningful improvements in broiler chicken welfare.

While many companies have made steady progress on some of the welfare criteria, the transition has proved more challenging than anticipated for others.

The original 2026 deadline is now fast approaching, and it’s clear that company progress isn’t yet where it needs to be.

Limited movement from UK retailers on breed change has meant that committed companies often need to build bespoke supply chains to source BCC-compliant chicken. Planning permission delays have slowed the development of new sheds needed to provide additional space. These pressures sit against a wider economic backdrop in which the cost of living has risen — driven by the aftermath of Covid, global conflicts, inflation, and supply chain disruptions.

With this in mind, the conversation must now shift to what happens beyond 2026. Companies that want to demonstrate genuine leadership on broiler welfare — but may struggle to meet the 2026 deadline — should begin setting out their next steps. Publishing a clear, forward‑looking roadmap, supported by a detailed action plan, would demonstrate continued commitment, give partners and key stakeholders the clarity they need, and help maintain momentum across the supply chain.

Producers also need the right commercial conditions to make meaningful welfare improvements possible. Long-term contracts are essential, as they give producers the confidence to invest in new infrastructure such as additional sheds, natural light provisions, and enrichment features like perches. At the same time, larger volumes and improved carcass utilisation are critical for achieving efficiencies that make higher welfare production financially viable.

Collaborative initiatives like our Better Chicken Business Network (BCBN) can play an important role here by helping to pool volumes and create more stable, scalable supply chains.

Looking ahead, clear and credible roadmaps will be essential for any company that expects to surpass the original 2026 BCC deadline yet remains committed to improving broiler welfare. Stakeholders increasingly expect transparency and publishing a forward-looking plan is one of the most effective ways to demonstrate continued ambition and accountability.

Throughout 2026, we welcome the opportunity to work with companies to develop public-facing roadmaps and support them in implementing the full suite of BCC criteria. At the same time, it’s important to recognise that certain elements — particularly breed transition and the adoption of Controlled Atmosphere Stunning — may require longer lead times due to their complexity and the structural changes involved.

A well-designed roadmap can reflect this reality, setting out a phased, achievable pathway that maintains momentum while acknowledging the practical steps needed to get there.

The latest ChickenTrack report, due for publication on 12 March, will set out the current state of progress across the industry and further underline the need for companies to publish clear roadmaps for full BCC implementation.

From Commitment to Action: Why Clear Broiler Welfare Roadmaps Matter