Today, (19th March) we launched our latest European ChickenTrack report measuring food businesses’ progress in meeting the higher welfare requirements of the Better Chicken Commitment (BCC).

Driving meaningful change

ChickenTrack aims to drive compliance, encourage transparency and support the industry-wide transition to higher welfare chicken by holding companies accountable for their BCC commitments. 

The BCC is a science-based framework designed to improve the lives of millions of broiler chickens, every year. It sets clear, measurable criteria which include:

• Providing the chickens with more space – reducing overcrowding
• Enrichment and natural light – encouraging natural behaviours
• Breed change – recognising the benefits of slower-growing chickens
• More humane stunning methods – ensuring a better end-of-life  

To date, an impressive 380 companies across Europe have signed up to the BCC. ChickenTrack 2024 evaluates the progress of the 93 most influential, across eight European countries. These include retailers, meal kit providers, hospitality companies, and restaurants. 

Celebrating success

Breed change and stocking density are two of the most challenging production criteria to meet and have the lowest transition rates. In the UK, Waitrose, was one of only two companies globally to report 100% compliance on stocking density. An additional six companies have made an over 50% transition, including UK companies Papa Johns UK and Greggs, as well as Danone Group, Subway EMEA, Eataly Italy, and Alcampo.

Schiever Distribution is the only company to report 100% compliance on breed, with Eataly and Monoprix also making significant progress in this area, reporting over 50% compliance. Additionally, six companies have reached over 30% compliance on breed including Marks & Spencer, Carrefour Poland, Carrefour France, Casino France, Auchan France, Auchan Poland.

Meanwhile, Marks & Spencer (for fresh chicken) and Norsk Kylling have demonstrated that 100% BCC compliance is not only doable but economically viable and profitable. Whilst Big Mamma Group (Europe) and Burger King (France) have published strategic roadmaps, providing a valuable blueprint for others to follow.

Eleven companies are reporting progress for the first time in 2024. In the UK, Premier Foods plc and British bakery favourite Greggs, have demonstrated strong year-on-year progress across most criteria. 

In Italy, Eataly made dramatic improvements in space provision, breed, and stunning methods for their chickens. 

And four major companies are completely new to ChickenTrack this year - Big Mamma Group, Les 3 Brasseurs, Taiko Foods and Yo! Sushi. By reporting on their progress, they’ve taken a crucial first step toward improving chicken welfare in their supply chains.

A clear wake-up call 

However, a significant number of companies are falling behind, reporting less than 20% transition on key BCC criteria. This includes 30 companies for stocking density, 35 for slower growing breeds, 17 for natural light, 20 for enrichment, and 10 for controlled atmosphere stunning. In addition, 29 of the most influential food businesses tracked have yet to share any updates.  

ChickenTrack 2024 exposes this lack of progress as a clear wake-up call, urging companies to take their commitments seriously.

Making higher welfare the norm

Dr. Tracey Jones, our Global Director of Food Business, said: “Chickens are sentient beings who deserve a good quality of life. The BCC sets out clear steps to improve their welfare, and ChickenTrack plays a crucial role in monitoring company progress.  

“To make higher-welfare chicken the norm, we urge companies to adopt the BCC and invest in meaningful change. This means robust action plans and transparent progress reporting. Only then, will we achieve the full impact for chickens.” 

Read the ChickenTrack report.