Shocked
Our biennial campaign, which deploys secret diner parents to evaluate the quality of children’s meals at popular UK high street food chains, reveals that many UK consumers strongly favor improved traceability and the support of local and ethical producers.
Resistance from the pig and chicken industries to method-of-production labeling continues to leave consumers unaware.
In 2025, the National Farmers’ Union opposed the government’s proposal for introducing such labeling, citing concerns about potential confusion and the additional burden it might place on farms. Over 90 percent of UK-produced chicken is raised in intensive systems.
There is a noticeable gap between what consumers expect regarding animal welfare and the actual conditions and origins of their food.
Compassion in World Farming’s Honest Labelling campaign highlights that many people are genuinely shocked when they learn about the conditions in which animals are kept on farms they believed to be of higher welfare standards.
Stocking
This underscores how current consumer information can be misleading.
Implementing method-of-production labeling could lead to positive changes. The example of egg labeling, which resulted in around 80% of UK egg production being cage-free, demonstrates this potential. However, unlike eggs, there is no legal requirement for meat and dairy products to consistently display method-of-production information, even in the out-of-home sector.
When available, this information is often presented through voluntary labels and claims, which can be inconsistent and confusing for consumers. This inconsistency is a missed opportunity.
Recently, KFC announced that its British chicken is produced at a stocking density of 30kg per square meter, approximately the size of an A4 sheet per bird, claiming this provides about 20% more space than the industry average.
Reform
Although this is presented as an improvement, stocking density is only one aspect of animal welfare.
The announcement provides limited details on other crucial factors like breed, growth rate, and environmental conditions and pertains only to part of its supply chain, with less transparency regarding its imported chicken.
Without comprehensive disclosure across the sector, consumers will struggle to make choices that align with their values.
The government must take action. In December 2025, it published the Animal Welfare Strategy for England, committing to a generational reform in animal welfare and exploring how method-of-production labeling could improve welfare outcomes.
This commitment needs to be fulfilled.
Labelling
Mandating method-of-production and country-of-origin labeling across retail and food service, including imports, would enable consumers to make truly informed choices, lead to significant improvements in animal welfare, and ensure that farmers who invest in higher standards are not disadvantaged by those who do not.
The well-being of people, the planet, and farmed animals should take precedence over company profits.
Improved labeling is overdue and has strong public support. Following the 2024 government consultation on fairer labeling, over 99% of individuals and 69% of organizations supported mandatory method-of-production labeling. It’s time for the government to heed these voices.
This Author
Rob Percival is the head of food policy at the Soil Association, leading advocacy and campaigns for healthy and sustainable diets. His focus includes intensive poultry, issues related to animal feed, and ultra-processed foods. He also collaborates with the Food for Life program, advocating for improved food quality in schools, hospitals, and public settings.
