New logo is statement of intent, says RSPCA Assured
Welfare scheme seeks to increase percentage of animals protected
Farmed animal welfare assurance scheme RSPCA Assured has launched a refreshed brand identity which it says marks the next stage of its mission to transform the lives of millions more farmed animals.
The new label will start appearing on packaging over the coming weeks, with full roll-out of the new label expected by October 2027.
RSPCA Assured executive director Toby Baker says: “Our fresh new look symbolises much more than a rebrand – it’s a statement of intent.
“We want to make higher welfare the norm, not the exception, and by 2050 we’re determined that more than half of the UK’s farmed animals will be living better lives under the RSPCA’s welfare standards.
“Together with farmers, businesses and shoppers, we can make that vision a reality.”
RSPCA Assured’s new impact report – published today – reveals that around a quarter (26%) of farmed animals, including salmon, in the UK are currently covered by the scheme.
The salmon sector has the biggest proportion of animals raised to RSPCA Assured standards, with 30,530,232 out of 37,041,400 fish (82.42%) farmed under the assurance scheme in 2024. Almost 64.7 million animals in the UK last year were covered by the scheme - 27.73% of the total number farmed – and salmon made up almost half of that total.
RSPCA Assured has developed a plan to increase the proportion of UK animals under the scheme to 36% by 2030.
More animals and inspections
An estimated 8% increase in the number of animals on the scheme between 2024 and the end of 2025 (including salmon), will mean more than five million more animals are being reared to higher welfare standards, said RSPCA Assured.
This year RSPCA Assured is also carrying out an extra 560 visits (14% more than 2024) to members to check standards are being met.
RSPCA Assured said that recent research it had commissioned found that 62% of UK shoppers said they’d spend more on British higher-welfare labelled products – such as free-range, organic and RSPCA Assured – rather than settle for cheaper alternatives.
More visible than ever
Baker said: “With more than 4,000 members - including farmers, hauliers, slaughterhouses, processors and packers - and 1,800 labelled products now available nationwide, RSPCA Assured has never been more visible or impactful.
“We’re incredibly proud of our progress so far, but we know there’s so much more to do. We have a fresh new look and feel, but the same mission to improve the lives of farmed animals. This is central to our values and at the root of everything we do.”
