Compassion in World Farming has launching a new logo for use by companies who have signed up to the Better Chicken Commitment (BCC). The logo is in the shape of a chicken face with the strapline, ‘Committed to Better Chicken, Raising Standards Together’.
They have been designed to be used by companies that have signed up to the BCC on their digital channels to talk about their journey towards fulfilling the scheme’s criteria.
Alternative versions of the logo have been developed for companies to use as they move forward, such as ‘Progressing Better Chicken’ or ‘Delivering Better Chicken’ for when their chicken meets 100% compliance with BCC. There are also visuals, animations and videos highlighting each of the different BCC criteria.
The logo will initially be available to a pilot group of European and UK companies that are on their BCC journey, with a second phase planned for wider use across other European markets and the USA.
Dr Tracey Jones, Global Director of Food Business, Compassion in World Farming said: “Over 130 UK food businesses have signed up to the Better Chicken Commitment, a science-based package of requirements that address the most pressing health and welfare issues for chickens reared for meat. As these companies work to fulfil the pledge and bring about a transformation in the market, it is vital that their customers, and potential customers, are made aware of this progress.
“Our ‘Better Chicken’ visual identity has been launched to raise awareness of the movement towards better welfare standards, and to show consumers which of their favoured brands have signed up so they can support them on their journey.”