NEW YORK — Compassion in World Farming launched a new Better Chicken visual identity to support communication, recognition and understanding of broiler chicken welfare, aligning with the Better Chicken Commitment (BCC). Companies that have signed up for the BCC can use the identity and assets on digital channels to share their journey toward fulfilling the higher welfare criteria.
Alternative versions of the logo have been developed for companies to use as they move forward in progress, such as ‘Progressing Better Chicken’ or ‘Delivering Better Chicken’ versions for when a company’s chicken meets 100% compliance with the BCC.
“Over 230 US 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,” said Julia Johnson, US head of food business for Compassion in World Farming. “As these companies work to fulfill their pledge and bring about a transformation in the market, it is vital that their customers, and potential customers, are made aware of this progress.”
This initiative aims to teach the public about the BCC, see which companies have signed up, and discover ways to support higher welfare chicken. Some pet food companies that have pledged to the BCC include Evermore Pet Food, Earth Animal, Campfire Treats and The Honest Kitchen.
“Our ‘Better Chicken’ visual identity has been launched to raise awareness of the movement toward better welfare standards and to show consumers which of their favored brands have committed to compassionate chicken care so they can support them on their journey,” Johnson added.
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