Farm Animals

Broiler Breed Reform Consumer Engagement

Consumer engagement with broiler breed welfare issues is essential for driving the market change needed to shift to higher welfare breeds.

Key Facts

Fast-growing conventional broiler breeds cause 50-80% of birds to experience leg problems before slaughter
Consumer awareness of broiler breed welfare issues is low in most markets
The Better Chicken Commitment requires use of slower-growing breeds by signatory retailers
Price premiums for higher welfare chicken are typically 15-30% above conventional prices
Market research shows consumers prioritise welfare when clearly informed about breed-related suffering

Welfare Considerations

Breed-level welfare improvements cannot be achieved without market pressure. The most impactful consumer action is purchasing chicken from commitments to slower-growing breeds, reducing demand for fast-growing breed chicken, and directly communicating welfare concerns to retailers. Individual purchasing decisions aggregate into meaningful market signals.

What You Can Do

Check which retailers have signed the Better Chicken Commitment at ciwf.org.uk
Choose RSPCA Assured, organic or named higher welfare breed chicken products
Write to retailers that have not yet signed the Better Chicken Commitment
Share information about broiler breed welfare with friends and family who purchase chicken