Fellow animal lover,

Three weeks ago Chris Packham along with a group of animal protection charities launched the campaign, #SupermarketsSellSuffering. 

Over 167,000 of you have signed the petition asking supermarkets to sign up to the Better Chicken Commitment (BCC) and the campaign has been talked about in the press, on the radio and on Sky News. 

We’ve generated a huge amount of buzz, yet supermarkets are still refusing to improve standards for chickens. Now it’s time to get even tougher. We’re focusing on one supermarket at a time to ensure they get the message.

While none of the supermarkets wanted to be up first, until they produce a commitment to do better, our attention will now be focused on Morrisons! But don’t worry; we’ll still be pressuring the other supermarkets to make sure we achieve a big win for animals.

Take action:

Head over to the new #MorrisonsMisery campaign website and use the tools there to take action. You can send a tweet, email the CEO, or send them a direct message on Facebook. Morrisons is already trying to silence people and ignore this problem. The CEO's email address has been shut down, and public comments on Facebook and Instagram have been disabled!

But we won't give up that easily, will we!? Take Action Now!

Why Morrisons?

In February, Morrisons announced that they would introduce a range of chicken raised to the welfare standards of the Better Chicken Commitment (BCC). This could affect as little as 1% of the chickens suffering in Morrisons’ supply chain. Sadly, this would not stop the suffering of thousands of the other chickens raised for Morrisons’ shelves.

The BCC is not a range or a label like Red Tractor. It’s a set of criteria to end the worst forms of abuse for chickens, which should be the basic level for supermarkets to adopt for all their customers.

To fulfil the BCC requirements, 100% of a company's products must meet the welfare criteria. So, by using the term BCC when only changing 1% of its range, Morrisons would be actively misleading its customers.

“Animal welfare is consistently part of the top ten issues of concern to our customers, and a noted important attribute to the overall concept of food quality.” - Morrisons

Morrisons know that animal welfare is important to its customers. So why aren't they doing anything about it?

Why the Better Chicken Commitment?

Chickens are suffering on farms supplying the leading UK supermarkets. They are bred to grow so much breast muscle so fast that many struggle to stand. In crowded sheds, they are forced to lie in their own waste.

But by signing up to the BCC, companies like Morrisons can put an end to this.

Thank you for standing with us, for the animals,

The Humane League UK on behalf of Chris Packham