Coles uses Curtis Stone to spruik RSPCA approved chicken

Coles has kicked off a new campaign faced by brand ambassador celebrity chef Curtis Stone promoting the supermarket’s RSPCA approved chicken.

The commercial features Stone explaining what RSPCA approved chicken is set against images of people purchasing, cooking and eating chicken.

The move to RSPCA Approved chicken will come at no added cost to customers, said Coles chief operating officer John Durkan.

In a statement he said: “Coles has listened carefully to what customers are telling us about animal welfare and the quality of the food they feed their families. We’ve taken this feedback to our farmers and growers and worked with them to deliver a better product without adding to the cost of the weekly shop.

“We started with no added hormones beef nearly 3 years ago and then followed with cage-free Coles Brand eggs; sow stall-free fresh pork and sustainable sea food. And now we have gone further and made all our Coles brand fresh chicken – including bbq chickens from the deli – RSPCA Approved, again at no extra cost to customers.”

Stone said in a statement: “Whether you are growing fruit and vegies or producing pork and chicken, the fact is the more care you take in growing the plant or raising the animal the better tasting product you’re going to get on your plate. Australian farmers already produce some of the best food in the world and I’m delighted that they are once again leading the way in helping Australian families serve up better quality, better tasting food.

“Working with Coles to help Australia grow is important to me as an Australian and as a chef and I’m really proud to be a part of the work we are doing to support Aussie farmers and feed Aussie families.”

The supermarket’s RSPCA Approved chickens are raised in barns farmed to the RSPCA Approved Farming Scheme Standards which allow the chickens “to freely exhibit natural behaviours such as perching, scratching and foraging”. The farms are assessed by RSPCA assessors at least four times in the first 12 months and twice a year in following years to ensure the standards are being maintained.

The chicken will be sourced from 170 farms across Australia, Coles will work with suppliers such as Hazeldenes, Cordina Farms, Baida, Nichols Poultry and Golden Cockerel.

Heather Neil, chief executive of RSPCA Australia said in a statement: “The RSPCA is proud to be working with Coles and its suppliers to make the switch to sourcing only RSPCA Approved chicken under its own brand of fresh chicken. The lives of millions of meat chickens will be improved.

“It’s an exciting time for Australian consumers, who over the years have been demanding more and more high welfare food in a growing trend which is directly benefiting the welfare of farm animals.”

Woolworths committed to phasing out the sale of caged eggs in its stores in October when it signed a deal with Jamie Oliver.


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