Sainsburys to donate to RSPCA from Freedom Food sales
The supermarket said the initiative could raise up to £25,000 for the animal charity, as well as increase awareness and boost sales of Freedom Food labelled products. Farm Animal Week runs from 18 to 24 June.
Judith Batchelar, Director of Sainsbury's brand, said: "Sainsbury's is committed to helping improve the lives of farm animals and we know it's a priority for our customers. Farm animal welfare is a key part of our 20 by 20 Sustainability Plan, so supporting Freedom Food and the RSPCA during Farm Animal Week is a natural fit.
"Sainsbury's is the largest retailer of Freedom Food products and we aim to continue expanding our range and offering our customers a greater choice of higher welfare food."
According to Leigh Grant, chief executive of Freedom Food, the initiative will be the largest promotion of Freedom Food in any retailer. Grant said: "Thanks to Sainsbury's, Freedom Food and farm animal welfare will be brought directly to the forefront of shoppers' minds in a way that we have never done before.
"Farm Animal Week will see the biggest promotion we've ever had of Freedom Food products in a supermarket nationwide and we hope it will encourage more farmers to adopt higher welfare standards.
"Sainsbury's support also means that for the first time ever, shoppers will have the opportunity to raise significant funds specifically for the RSPCA's work helping farm animals."
All Freedom Food products included in the promotion will carry a specially designed peel and reveal sticker with information for shoppers, and advertising will be used at the point of sale. Freedom Food products will also be promoted by sampling teams in 300 Sainsbury's stores throughout the week.
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