Sainsbury's salmon fillets with the RSPCA Assured logo, which is now recognised by more than half of shoppers. Photo: RSPCA Assured.

‘More than half of shoppers’ know RSPCA Assured label

The RSPCA Assured label used on much of Scottish salmon has become much more recognisable since it re-branded from Freedom Food four years ago, the accreditation organisation has revealed.

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RSPCA Assured now has 58% recognition amongst its target market of young professionals and families, more than two and half times the awareness level of 19% measured when the logo was launched in 2015.

General consumer awareness has also increased from 15% in 2015 to 51% today, according to a survey of 2,000 adults carried out to measure the impact of the brand.

Trend for ethical food

The RSPCA released the figures as the farm assurance scheme celebrates its 25th year and nearly 25 million land animals, plus millions of salmon and trout, being farmed to the charity’s welfare standards.

“Despite a difficult political backdrop of uncertainty for the food and farming industry, these results continue to reflect the growing trend for ethical food and are further reassurance that consumers are standing firm by farm animal welfare,” said RSPCA Assured chief executive Clive Brazier in a press release.  

The majority of Scottish salmon farms operate under the scheme, which now has nearly 1,300 different labelled products. The amount of food carrying the RSPCA Assured label increased nearly 25% between 2016 and 2018.

Proud of achievements

“The RSPCA set the scheme up in 1994 with the aim of improving the welfare of as many farm animals as possible,” said Brazier. “Twenty five years on and with nearly 25 million animals - plus millions of fish - now being farmed under the RSPCA Assured scheme, we’re really proud of what we’ve achieved.

“But we couldn’t have done it without the hard work and dedication of all our members, retail and restaurant partners, and without consumers increasingly demanding higher welfare products.”

Georgina Wright, head of sales UK for Scotland’s biggest salmon farmer, Mowi, said: “With the vast majority of Scottish farm-raised salmon production operating to the RSPCA’s higher welfare standards, RSPCA Assured and all its salmon members really have got something to celebrate.

“For us, ensuring the health and welfare of the fish is at the heart of everything we do. Good welfare makes good business sense, so being a member of RSPCA Assured, the best scheme for animal welfare, is an absolute must.”