The Royal Society for the Prevention of Cruelty to Animals’ farm assurance scheme, which is 20 this year, would target specific businesses only, said Jeremy Cooper, Freedom Food’s ceo.
We don’t want to go into the foodservice industry on mass and we need to target the right businesses,” he told FoodManufacture.co.uk in this podcast.
Freedom Food would use a newly commissioned report to ensure it was targeting the businesses that would provide it with the best returns, Cooper added.
McDonalds was secured
A deal with the fast food giant McDonald’s was secured last year and Freedom Food also brokered a deal with the foodservice firm Sodexo this year, he said.
“With the report and with the learnings from the Sodexo experience and obviously McDonald’s, that will put us in a better place to see where we can do it better [next time],” he said.
Meanwhile, Freedom Food recently announced it would rebrand its consumer-facing business.
The organisation will shelve its existing blue and white logo next year, replacing it with a new and colourful ‘RSPCA Assured’ logo.
Listen to this podcast to find out why Cooper believes more companies should sign-up to Freedom Foods.
See the November issue of Food Manufacture to read Cooper’s first interview as the ceo of Freedom Food by subscribing here.