Steven GroeneveldWith the 2026 deadline for the Better Chicken Commitment approaching fast, Compassion in World Farming is asking signatories from the catering and foodservice sector to check they’re still on track to deliver on their promises.
When companies initially signed up to the BCC, they received widespread public praise, but the question remains: do they remember why they made that commitment, and more importantly, what tangible actions have they taken over the years to fulfil it? The Better Chicken Commitment calls for more than just good intentions—it requires companies to develop a comprehensive business plan, map out their supply chains and find potential suppliers, and make meaningful investments to achieve their goals. Animal welfare is equally important in both good times and bad, and this preparatory work allows companies to act swiftly when the market is ready.
Improving chicken welfare involves more than just reducing stocking densities or adding natural light; it requires a comprehensive commitment to all criteria of the Better Chicken Commitment …
One of the first signs of cracks in Better Chicken Commitment progress is KFC’s recent announcement that it will not meet its 2026 pledge to transition to slower-growing chicken breeds. KFC cited an insufficient supply, claiming producers are not switching breeds in large enough numbers to meet demand. This highlights a broader concern about the food service sector’s readiness and willingness to fulfil these commitments.
Many foodservice companies pledged to meet BCC criteria by 2026, expecting UK retailers to follow and drive market growth for higher-welfare chicken. Progress in retail has been slow, but the foodservice sector cannot wait. Supply exists in some quantity, and they must act now to build it. Every BCC signatory must take ownership of their pledge by reaffirming their business case and investment plan to move forward successfully and transparently, even if 100 per cent compliance goes beyond the 2026 deadline.
“The food service sector cannot rely on retailers to lead the way,” explains Dr Tracey Jones, Global Director for Food Business at Compassion in World Farming. “It must take responsibility for its own actions and drive change within its sphere of influence.”
While challenges such as COVID-19 and the cost-of-living crisis have made things harder for businesses and are cited as barriers, these should not be excuses for inactivity and delays. Instead, companies should use this time to invest strategically, build resilience, and increase volumes now where possible, to establish a solid foundation for fulfilling their commitments. Without clear action plans and public timelines, these commitments risk falling short of their goals.
To support businesses in overcoming sourcing challenges, Compassion has launched its BCC Supplier and Distributor List, providing access to both UK-based and international suppliers. Additionally, the Better Chicken Business Network has been established to connect stakeholders, address supply chain challenges, improve carcass balance, and develop cost-mitigation strategies.
Some criteria of the Better Chicken Commitment may be easier to meet than others, and although incremental change is encouraged, companies must be proactive and plan for the more challenging aspects, such as transitioning to slower-growing breeds.
Compassion’s annual ChickenTrack Report, launching in March 2025, will shine a spotlight on companies making progress and call out those lagging behind. It’s a clear wake-up call for businesses to take their responsibilities seriously and act decisively now.
Jones adds: “Increasingly, ethical and sustainable practices are not just nice-to-have—they are expected. Falling short on commitments that were once celebrated risks damaging a brand’s reputation and eroding trust with key stakeholders.
A commitment is a commitment and should be honoured—not only for the reputation of the business but also to meet the growing expectations of consumers, shareholders, and investors, and most importantly, to improve the welfare of the millions of chickens in the supply chain.
“Improving chicken welfare involves more than just reducing stocking densities or adding natural light; it requires a comprehensive commitment to all criteria of the Better Chicken Commitment – most critically, breed change. Compassion stands ready to support this journey, but the food service sector must step up and take responsibility, working alongside the retail sector to drive a market shift toward higher welfare systems that benefit ALL chickens.”
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