Why food brands should care about animal welfare

While product quality, price, and availability will always be important, consumers, retailers, and businesses are also paying attention to how products are sourced and produced.

Animal welfare is increasingly recognised as a component of responsible sourcing and sustainability, and certification programmes, such as SPCA Certified can help food brands provide meaningful assurances to their customers.

At its core, the SPCA Certified programme recognises farming systems that provide higher welfare outcomes for farmed animals. It focusses on providing opportunities for positive experiences, not just minimising negative ones, with standards that go beyond the minimum legal requirements in New Zealand.

For brands, choosing products sourced from SPCA Certified members supports higher animal welfare standards on farm while offering broader business benefits, such as strengthening trust, reinforcing responsible sourcing practices, and providing an easily recognisable way to communicate those values to consumers. Choosing a supplier is no longer solely a commercial decision but is also a reflection of brand values and reputation, and builds a brand story that can be shared.

Many shoppers are looking for products that align with their values, and animal welfare can be an important consideration in purchasing decisions. Our most recent Insights HQ survey indicated that 74% of consumers are more likely to choose SPCA Certified products when priced the same*.

When shoppers are faced with comparable products on shelf, a trusted welfare certification can provide an additional reason to choose one brand over another. It offers a recognisable signal that helps make buying decisions easier by identifying products that meet higher animal welfare standards.

Demonstrating a commitment to animal welfare by visibly supporting higher welfare farming systems also allows food brands to shape better farming systems.

Trust is one of the most valuable assets a food brand can have, and consumers are often looking for reassurance that claims made on packaging are supported by credible evidence. In a recent Insights HQ survey, 93% of survey respondents believe SPCA Certified to be a good initiative*. This suggests the programme is recognised and viewed positively – helping brands build confidence by working with trusted independent certification.

By partnering with a recognised, independent certification programme, brands can demonstrate that their animal welfare commitments are supported by evidence-based standards and verified through annual and unannounced audits. Bostock Brothers, a member of SPCA Certified, reinforces this approach: “Being certified gives consumers the confidence that we are regularly audited and are following through on our commitments as an industry.”

Even where animal welfare is not a marketing claim, independent certification can help brands demonstrate alignment with consumer expectations and provide additional confidence in sourcing practices.

Independent certification gives brands a recognised way to demonstrate how animal welfare is being addressed within their supply chain, helping support retailer expectations around transparency, supplier accountability, and responsible sourcing.

Certification helps translate the standards of care on farms into a credible, recognisable signal for consumers, retailers, and stakeholders concerned about farmed animal welfare. While it can provide a valuable point of difference, it plays a role in demonstrating responsible sourcing, building trust and supporting higher welfare outcomes.

For food brands, animal welfare is not just about responsible sourcing considerations; it is also part of how they can show accountability, respond to changing expectations and create a brand story that people understand.

*Insights HQ SPCA Certified Food Labelling Research, July 2026