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Consumer Staples
As the world moves towards more sustainable and humane farming practices, many companies are struggling to meet the higher chicken welfare requirements set by initiatives like the Better Chicken Commitment (BCC). This commitment, which includes over 380 signatory companies across Europe alone, aims to significantly improve the lives of millions of broiler chickens by enforcing stricter standards on stocking density, access to light and air, and more humane slaughter practices[1][2]. However, despite this ambitious goal, a significant number of companies are lagging behind in implementing these crucial changes, raising concerns about the welfare of millions of chickens and the potential missed deadline of 2026[1][3].
The Better Chicken Commitment is a comprehensive set of standards designed to address the welfare of broiler chickens. These standards include:
While some companies have made significant strides in implementing these standards, others are struggling. Breed change and stocking density remain two of the most challenging criteria to implement, with only a few companies achieving substantial compliance[1][2]. For instance, Schiever Distribution is the only company to report 100% compliance on both these criteria, while others like Eataly and Monoprix are making notable progress[1][3].
A substantial number of companies are still far behind. As of the latest reports, many are struggling to transition to slower-growing breeds or achieve the required stocking densities. Some, like Iceland, have no public stance on chicken welfare standards[1]. KFC has acknowledged that it will not meet the 2026 deadline, highlighting the challenges faced by major brands[2].
The slow pace of change not only undermines efforts to improve chicken welfare but also reflects poorly on companies' commitments. Given that over 200 companies have signed up globally, with the bulk being in Europe, the lack of progress is concerning. It indicates a gap between commitments and actual implementation, which could undermine consumer trust and business credibility[4][5].
Several factors contribute to the delay:
For companies to effectively transition to higher welfare practices, transparent reporting and robust action plans are crucial. ChickenTrack, a monitoring initiative by Compassion in World Farming, plays a vital role in tracking progress among influential companies. However, with nearly a third of tracked companies failing to report any updates, there is a clear need for greater transparency[2][3].
With the 2026 deadline looming, urgent action is required. Companies must prioritize meaningful change by investing in structured plans and transparent reporting. This includes mapping supply chains, securing necessary investments, and fostering long-term partnerships to ensure a smooth transition[3].
Improving chicken welfare is not just a moral imperative but also a business opportunity. As consumers increasingly demand more humane and sustainable products, companies can leverage this shift to build trust and enhance their brand reputation. By prioritizing welfare standards, businesses can also contribute to a healthier and more sustainable food system. The journey towards achieving these goals is challenging, but as companies like M&S and Schiever Distribution have shown, it is both achievable and beneficial.
As the industry moves towards this critical 2026 deadline, it is imperative that companies take their commitments seriously and accelerate their transition to higher welfare practices. By doing so, they can ensure a better future for millions of chickens and align with the evolving expectations of consumers worldwide.
