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Marketing Opportunities

Consumers are increasingly interested in the provenance of their food, and particularly for meat, eggs and dairy products, how the animals were raised. More recently, concerns around climate change and how our food system is impacting the environment have given rise to companies promoting more plant-based, sustainably sourced products, alongside their higher welfare choices.

Communication is key

Consumers are willing to pay more for higher welfare sustainable products if they can be confident that they are responsibly sourced, so marketing and communication is key. Clearer labelling can lead to an uptake in sales, which is a clear opportunity for food businesses.

Leading companies are capitalising on the growing movement towards humane, sustainable food production and are taking consumers on their journey with them, through a range of marketing and communications activities.

Watch this video to find out more – and get inspired…

The power of marketing

Compassion recognises food companies for their higher welfare and sustainable food commitments through its Awards programme. Find out more or apply for an award here. 

By communicating your higher welfare credentials and promoting your responsibly sourced products you can make it easier for consumers to make more informed choices.

Winning an award enables you to: 

  • Demonstrate your leadership as an ethical organisation
  • Show that your policies are aligned with your brand values
  • Manage risk by having greater transparency and traceability in your supply chain
  • Increase consumer confidence in your brand and meet the growing demand for higher welfare products

Waitrose & Partners received our 2019 Best Retailer Marketing Award for the second time for their consistent and high level consumer-facing communications on farm animal welfare, with their recent ‘Waitrose & Partners’ re-brand campaign. The campaign places their Agriculture and Aquaculture Managers at its heart and through their in-store marketing, explains how Waitrose lives up to its commitments on farm animal welfare. Watch the video here

If you are looking for ideas on how to promote your higher welfare credentials, please contact


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