The Cream of the Crop: Waitrose becomes the first supermarket to moo-ve to free range cream
By Jill Dando News
- Waitrose own label single, double and whipping cream will now be free range
- The announcement aligns with Waitrose own label industry-first free range milk
- The products will have supporting new packaging labels to highlight the new change to customers
Launching today, Waitrose will be the first supermarket to introduce free range cream across some of its own label range.
The latest launch sees the supermarket continue to lead the way in higher animal welfare and strive for the best standard in food production.
The range of free range cream will cover single, double, whipping and extra thick across Waitrose Essentials and Waitrose own brand.
Rachel Aldridge, Dairy Buyer for Waitrose said, “Having successfully launched free range milk a couple of years ago we knew that we could, and should, challenge ourselves to expand the offering to free range cream. We’re proud to be the first supermarket to make it happen and hope others will follow suit.”
What makes it free range?
All our dairy cows are free range. Two years ago we improved our already leaving animal welfare commitment with the pledge that all our dairy cattle will spend at least 183 days a year grazing outside.
Our farmers leave their gates open throughout spring and summer to give all of our dairy cows the freedom of choice to either go outside or, should they prefer, stay inside.
Sadly, it’s estimated that five percent of UK dairy herds continue to be kept in housed systems all year round.* But we know that having access to the outside is critical to the wellbeing of our cows.
Jake Pickering, Waitrose Senior Agriculture Manager said, “At Waitrose we’re consistently challenging ourselves and pushing the boundaries of animal welfare across our ranges.
By working with our dairy farmers and suppliers to introduce free range cream it means that we can provide customers with the best products along with continued higher animal welfare standards.”
The products will be on shelves from 26th August and available to order online at Waitrose.com.
For more information on our animal welfare standards, including dairy, please visit: https://www.waitrose.com/ecom/content/about-us/our-farming
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