Compassion in World Farming U.S.A. (CIWF) has launched a new visual identity for its Better Chicken Commitment (BCC), addressing a crucial need among food businesses for clear communication regarding broiler chicken welfare. This initiative features a distinctive chicken “face” logo, coupled with the tagline, “Committed to Better Chicken, Raising Standards Together.” The primary goal is to boost public recognition and understanding of the BCC, which is vital as consumers increasingly prioritize animal welfare in their purchasing decisions.
The impetus for this identity transformation stems from requests made by food businesses that have signed up for the BCC. The new logo and its associated visual elements were crafted by Born Ugly, a creative change agency based in the U.K. Companies that comply with BCC guidelines are now permitted to utilize these digital assets. To support progress tracking, alternative versions of the logo, including “Progressing Better Chicken” or “Delivering Better Chicken,” denote different compliance stages, thus encouraging transparency throughout the supply chain.
The BCC emphasizes critical welfare standards, including adopting slower-growing breeds, providing more space, and creating more stimulating environments for chickens. These criteria are increasingly becoming non-negotiable in a marketplace that values ethical sourcing and higher welfare standards. Research indicates that consumers are willing to pay more for chicken products that guarantee improved welfare conditions, making it imperative for brands to communicate their commitments effectively.
The rollout of this campaign began with a pilot group of companies in Europe and the U.K., and is now expanding to cover a wider array of businesses throughout the United States and additional markets in Europe. CIWF is utilizing social media platforms to introduce the Better Chicken identity, directing consumers to the Better Chicken webpage. This hub provides valuable information about the BCC, showcases participating companies, and offers guidance on how consumers can advocate for higher welfare standards in their own purchasing habits.
Julia Johnson, U.S. Head of Food Business at CIWF, highlights the significance of the initiative, stating, “Over 230 U.S. food businesses have signed up to the Better Chicken Commitment, a science-based package of requirements that address the most pressing health and welfare issues for chickens reared for meat.” This endorsement from so many businesses marks a transformative initiative within the food industry, highlighting a shift towards more ethical practices in meat sourcing.
This visual identity initiative also serves to enhance consumer awareness of brands committed to compassionate chicken care. It enables consumers to make informed choices when purchasing chicken products, allowing them to support companies dedicated to improving animal welfare. With consumer interest in responsible sourcing on the rise, such commitments not only enhance brand reputation but also align with broader sustainability goals that many consumers actively seek.
To qualify for the use of the Better Chicken visual identity, companies in the U.S. can engage with CIWF directly through their official contact. This collaborative effort is designed not only to facilitate compliance but also to promote shared values of welfare across the food industry.
Founded nearly six decades ago by a British dairy farmer, Compassion in World Farming has grown into a global organization with a mission to promote animal welfare. Their presence spans multiple regions, including Europe and the United States, reflecting the organization’s commitment to fostering higher standards across a variety of agricultural practices.
In conclusion, the Better Chicken logo represents more than just a new branding effort. It embodies a movement towards more humane treatment of farm animals, an increasing demand for transparency, and the necessity for food brands to engage with consumers on ethical issues. As the conversation around food ethics continues to evolve, initiatives like the Better Chicken Commitment are crucial in guiding not only consumer choices but also corporate strategies in the ever-competitive food marketplace.
