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The majority of Scotland's farmed salmon is grown under the RSPCA Assured scheme. File picture: RSPCA Assured.
The majority of Scotland's farmed salmon is grown under the RSPCA Assured scheme. File picture: RSPCA Assured.

RSPCA Assured - the RSPCA’s ethical food label - is now recognised by 64% of its target market of young professionals and families less than six years after it was rebranded from Freedom Food, the organisation said today.

This is more than three times the 19% awareness level measured when the new logo first launched in 2015, vastly exceeding the charity’s expectations, RSPCA Assured said in a press release.

General consumer awareness has also continued to increase from 15% in 2015 to 58% today.

In October 2019, recognition of the label among young professionals and families was 58%, and general consumer awareness was 51%.

Ethical food

The majority of Scottish salmon farms operate under the RSPCA Assured scheme, along with nearly 12% of the UK terrestrial farming market for the species covered by RSPCA Assured.

Clive Brazier, chief executive of RSPCA Assured, said: “Despite an incredibly turbulent 12 months, fraught with the challenges of Covid-19, Avian Influenza and Brexit, these results show that the trend for ethical food is unwavering.

“Consumers are standing firm by farm animal welfare even during the toughest of times, which means the future is looking very promising for higher welfare farming.”