Do sustainability and welfare labels make a difference to sales?

Red Tractor
What is it?
The Red Tractor logo is found on British food and drink products that have been certified to rigorous standards from farms to pack. As the UK’s biggest farm and food assurance scheme, the logo means the item has been produced in the UK, with every step of the journey checked and documented.

Why stock it?
Food traceability is becoming an increasingly important issue. Meat and cheese in particular are under the microscope today, with customers wanting assurances that the products they’re buying support British farmers and better farming practices.

MSC
What is it?
As the most widely used and recognised label for certified sustainable seafood, the MSC blue tick is found on more than 1,500 seafood products in the UK. “To become certified, these fisheries must demonstrate that they are catching fish in ways that ensure the long-term health of a stock or species and the wellbeing of the ocean,” says Seth McCurry, senior commercial manager of MSC UK & Ireland.

Why stock it?
“When a retailer chooses to source MSC certified fish or seafood, it is recognising and rewarding those fisheries which have committed to operating sustainably,” Seth continues. Consumers are becoming more aware of the challenges facing our oceans. “More than a third of fish stocks are estimated to be fished at unsustainable levels. Overfishing poses a grave threat to our oceans,” Seth says. 

Pasture for Life
What is it?
Pasture for Life guarantees that beef, lamb or dairy products come from animals that have only ever eaten grass and pasture. “This way of farming produces natural, real food that has deep taste and flavour which reflects the fields the animals have grazed; some call this terroir,” says executive director Jimmy Woodrow. 

Why stock it?
“We would argue it is the best meat fine food retailers can sell, and is truly regenerative with these animals playing beneficial roles within their ecosystems, improving biodiversity, soil health and water management,” says Jimmy. But he notes, “if you have meaningful, established relationships with your suppliers, we don’t recommend swapping them for another with different credentials. Starting a conversation with your supplier about the benefits of 100% grass-fed can be a great place to start.”

Organic
What is it?
Organic food and drink labels can include certifications from Organic Farmers & Growers (OF&G), the Soil Association, the Organic Food Federation and other approved bodies.

Why stock it?
“One of the key benefits of stocking organic products is it provides a clear proposition for those consumers who are seeking to do something to support the environment,” says Roger Kerr, chief executive of OF&G. “We’re seeing an ever-increasing market opportunity emerging, and by expanding your organic offering you will satisfy the growing numbers of consumers who are placing a much higher value on the food they buy.”

Fairtrade
What is it?
Fairtrade products support farmers in low-income countries, invest in sustainable agricultural practices and tackle supply chain issues. “Fairtrade is more than just a certification,” says Anna Barker, head of commercial partnerships at the Fairtrade Foundation. “We are a movement for change in global supply chains.” 

Why stock it?
It’s a growing market. “With 93% awareness and 87% trust in Fairtrade in the UK, we are the most recognised and valued ethical certification in the market,” Anna says. “This awareness translates into preference to buy, where Fairtrade is the preferred label for bananas, cocoa, coffee, sugar, tea, flowers and sugar. In our recent research, when asked whether, ‘following the Covid pandemic, it is more important than ever to support Fairtrade in building a better economy for all’, a total of 65% of respondents agreed.”

B Corp
What is it?
Certified B Corporations are unique in their measure of a company’s entire social and environmental impact. Companies must demonstrate they meet high standards of social and environmental performance, accountability and transparency.

Why stock it?
“Brands that are Certified B Corporations are out there doing good in the world. They are leading the charge towards a better business model, one that limits pollution, minimises environmental damage, works for people, staff, and customers and considers community and governance,” Avallen’s Tim explains. “By supporting the businesses that have gone to the time and effort to seek and attain B Corp status, they are choosing a future where businesses do better for all of us.”

RSPCA Assured
What is it?
RSPCA Assured is the RSPCA’s ethical food label and farm assurance scheme found on eggs, dairy, meat and fish products. It is unique in being the only scheme that is solely welfare-focused and it is also a charity. The label means the product has come from a farm inspected to strict RSPCA welfare standards that cover every stage of an animal’s life. RSPCA Assured approves free-range, organic and indoor farms as long as the RSPCA’s strict standards can be met (cages for hens are not allowed).

Why stock it?
“We’re a nation of animal lovers and shoppers tell us they want farm animals to be well cared for to higher welfare standards,” says Cliona Duffy head of RSPCA partnerships. “The trend for ethical products is growing, with sales of RSPCA Assured products up over 20% last year and 62% of people now recognise the label,” she continues. “Stocking RSPCA Assured products gives animal welfare-minded shoppers the option to choose higher welfare products and the power to really help improve the lives of farm animals,” concludes Duffy.