Freedom Food’s new chief executive Jeremy Cooper will cut the farm assurance scheme’s financial links with its parent organisation the Royal Society for the Prevention of Cruelty to Animals (RSPCA) in a bid to become more autonomous.
Freedom Food will tap into the foodservice sector for business in the next 12 months to increase funds and to boost its overall consumer presence, the organisation’s new ceo has said.
The Royal Society for the Prevention of Cruelty to Animals (RSPCA) has ditched its original Freedom Food logo in a bid to attract more food businesses and consumers, the charity has revealed.
The horsemeat crisis has led consumers to lose trust in ready meals, while demand for ‘ethical’, ‘higher-welfare food’ is rising, claims the Royal Society for the Prevention of Cruelty to Animals (RSPCA).
The success of Freedom Food-accredited meat breaking into McDonald’s – following entries into discount retailers Aldi and Lidl – could prove a watershed for high animal welfare meat becoming a mainstream choice in retail and foodservice.
