The duo says the deal will elevate welfare standards of the ‘by Sainsbury’s’ British pork range beyond Red Tractor standards whilst maintaining ‘great value’ for customers.
Meanwhile, Taste the Difference pork will remain the same RSPCA Assured standard that it has been for 17 years.
The partnership between Sainsbury’s and Cranswick includes direct investment into flexible farrowing accommodation - the area where pigs are housed during the birthing process. This will provide extra space for the sows and piglets. It will also include the introduction of AI technology to allow for 24/7 monitoring of the animals in an effort to help inform and improve animal welfare.
It’s estimated that Sainsbury’s will invest £50 million to implement these new high standards by 2030, with an additional £11 million being invested by Cranswick to help build the new sheds and housing for the pigs.
Longer term contract and more financial stability will also be provided for the 170 trusted farmers in the Sainsbury’s Pork Producer Group, offering reassurance to invest in farms, factories and processes that help build in resilience.
The deal will also see Sainsbury’s and Cranswick looking to provide Taste the Difference pork and by Sainsbury’s fresh pork that meet net zero by 2029 and 2030 respectively.
Moreover, working closely on environmentally sustainable practices, the new contract will allow for the continuation of current trials into the reduction of feed ingredient soya and a focus on more sustainable cereal feedstocks.
Rhian Bartlett, Sainsbury’s chief commercial officer, said the long-term partnership means the retailer will be able to place a bigger focus onto animal welfare, financial security for its farmers and sustainable production for its pork range.
“Long term partnerships are not only key to the success of Sainsbury’s but also to the success and stability of the food industry we work in. They’re something we continue to prioritise as a business,” she added.
“Over the next 10 years we, in partnership with Cranswick and the farmers in the Sainsbury’s Pork Producer Group, hope to better prepare ourselves for unforeseen knocks such as price shocks and climate concerns. There is an ever-evolving relationship between retailers, farmers, and processors but we hope this news serves as a good example of what is possible when people come together in the food system.”
This is one of the latest changes made by Sainsbury’s to invest in the future of British farming, animal welfare and agricultural sustainability, which includes a move to sourcing 100% free range woodland eggs, lowering chicken stocking density to improve chicken welfare and introducing a beef range with a lower carbon footprint.
Commenting on the deal, Jim Brisby, Cranswick plc. chief commercial officer, at Cranswick, added: “The purpose of the new partnership is to provide a total supply chain approach delivering a robust and differentiated consumer offer across British pork related categories including fresh joints and steaks, sausages, cooked meats and premium bacon and gammon.
“The partnership provides a secure supply chain that is fit for the future, facilitating improved welfare standards, delivery of our joint sustainability targets and a fair return to over 170 valued farmers.
“This long-term contract will also give us the confidence to continue to invest in our farms, processing factories and people, to deliver the highest quality, technical standards and innovation to support Sainsbury’s in the provision of good food.”
This announcement follows the arrest of six protestors last year on suspicion of aggravated trespass at Cranswick’s pork site in Watton, Norfolk.
