Poultry News
  • Production
    • Broiler Production
    • Ducks
    • Egg Production
    • Game
    • Hatching
    • Housing
    • Turkeys
  • Processing
  • Business & Politics
    • Business
    • Economics
    • EU & Politics
    • Marketing
    • People
    • Training & Education
  • Welfare
    • Environment
    • Food Safety
    • Vet & Medication
    • Welfare
  • Feed
  • Genetics
  • New Products
  • Magazines
    • May 2025
    • April 2025
    • March 2025
    • 2025 Feed and Nutrition supplement
    • February 2025
    • January 2025
    • December 2024
    • November 2024
    • October 2024
    • September 2024
    • 2024 Building for the Future supplement
    • August 2024
    • 2024 Poultry Health supplement
    • July 2024
    • 2024 National Egg and Poultry Awards finalists supplement
    • June 2024
    • 2024 Innovation supplement
    • Pig & Poultry Fair 2024
    • May 2024
    • April 2024
    • March 2024
    • February 2024
    • January 2024
    • December 2023
    • November 2023
    • Processing Equipment Supplement – Nov 2023
    • October 2023
    • Building Supplement – Sept 2023
    • September 2023
  • Jobs
    • Browse Jobs
    • Post a Job
    • Manage Jobs
  • Events
    • National Egg and Poultry Awards
    • Poultry Fair
    • Webinars
Twitter LinkedIn
  • FREE Email Newsletters
  • About Us
  • Advertise
  • Subscribe
  • Contact Us
Twitter LinkedIn
Podcast
Poultry News
  • Production
    • Broiler Production
    • Ducks
    • Egg Production
    • Game
    • Hatching
    • Housing
    • Turkeys
  • Processing
  • Business & Politics
    • Business
    • Economics
    • EU & Politics
    • Marketing
    • People
    • Training & Education
  • Welfare
    • Environment
    • Food Safety
    • Vet & Medication
    • Welfare
  • Feed
  • Genetics
  • New Products
  • Magazines
    1. May 2025
    2. April 2025
    3. March 2025
    4. 2025 Feed and Nutrition supplement
    5. February 2025
    6. January 2025
    7. December 2024
    8. November 2024
    9. October 2024
    10. September 2024
    11. 2024 Building for the Future supplement
    12. August 2024
    13. 2024 Poultry Health supplement
    14. July 2024
    15. 2024 National Egg and Poultry Awards finalists supplement
    16. June 2024
    17. 2024 Innovation supplement
    18. Pig & Poultry Fair 2024
    19. May 2024
    20. April 2024
    21. March 2024
    22. February 2024
    23. January 2024
    24. December 2023
    25. November 2023
    26. Processing Equipment Supplement – Nov 2023
    27. October 2023
    28. Building Supplement – Sept 2023
    29. September 2023
    Featured

    Poultry Business – May 2025 issue

    By Chloe RyanMay 15, 2025
    Recent

    Poultry Business – May 2025 issue

    May 15, 2025

    Poultry Business – April 2025 issue

    April 8, 2025

    Poultry Business – March 2025 issue

    March 12, 2025
  • Jobs
    • Browse Jobs
    • Post a Job
    • Manage Jobs
  • Events
    • National Egg and Poultry Awards
    • Poultry Fair
    • Webinars
Twitter LinkedIn
Poultry News
Business & Politics

Radical Transparency Will Shape Future Food Agenda: new Cranswick report

Chloe RyanBy Chloe RyanApril 13, 20184 Mins Read
Facebook Twitter LinkedIn Email
Share
Facebook Twitter LinkedIn Email

Growing consumer demand for new levels of transparency are set to disrupt the food industry in the wake of continued food scares, according to a Cranswick report, published in association with sustainability consultants Veris Strategies today. It is available to download here. 

Earlier this year, UK food regulators launched a nationwide review of the meat industry following a series of high profile food safety breaches at processing factories. With public trust in the food system eroding to an all-time low, the report ‘Radical Transparency: The rise of disruptive consumerism’–– highlights the risks that food companies face if they don’t take fundamental urgent action to address this. 

The report, which draws on research conducted with consumers and industry experts, argues that as demand for food provenance grows, the food industry must be able to demonstrate greater accountability across the entire farm to fork supply chain, not just to future-proof business but to give added assurances on hygiene, safety, ethics and sustainability standards as transparency becomes an ever-increasing critical issue. 

It predicts that in the future, shoppers will want to access real-time information on traceability issues from the convenience of their smartphone as part of this ‘open kitchen’ approach. The ‘open kitchen’ analogy can also be applied to social media, which has increasingly empowered consumers to instantly question and take brands to task when their actions cause confusion.

The report has been endorsed by Professor Chris Elliott OBE, Director of the Institute for Global Food Security and faculty pro-vice chancellor at Queen’s University Belfast. In 2013, Professor Elliott led an independent review of the UK’s food system following the horsemeat scandal.

“I highly commend the company for taking such bold and dynamic steps forward in terms of the transparency agenda,” he says.  “The ultimate goal must be that our UK citizens will once more start to trust the food that they rely on. Trust that has been lost due to scandal after scandal. To me, Cranswick is doing exactly the right thing at the right time and I can only hope others will follow suit.”

Greater transparency will require the industry to adopt new technologies such as Blockchain, which can harvest tamper-proof data on the origin and authenticity of food products. On-pack certification labels and logos offer an innovative way to communicate this information to consumers in a matter of seconds. Data will continue to play a pivotal role in communication, as consumers will demand companies move away from storytelling efforts towards verified accounts as their solid source of transparent information. 

Commenting on the report and its findings, Cranswick CEO Adam Couch said being able to prove the origin of where meat comes from is fast becoming a business-critical issue, and his company wants to drive this agenda forward. 

“We already invest heavily in integrated supply chains to offer full traceability from farm to fork and insist on high standards pertaining to ethics and animal welfare. As a company we will continue to build on these commitments, but if we are to help futureproof the entire industry, we will have to work with others. To do this, we need to engage and raise awareness of the issue, which is why we have teamed up with Veris Strategies to produce this report.”

Cranswick’s Group Commercial Director Jim Brisby said food manufacturers could do a lot more to meet the demands of the modern consumer. “Sustainability, provenance and health are now key issues for shoppers. The whole food supply chain needs to be more visible so people can reconnect with where their food comes from. We fully intend to be at the forefront of driving this agenda forward. This report has informed our future direction on transparency and provenance, and will continue to shape our own sustainability policy, Second Nature. I hope others will follow our lead and join us on this journey.”

Kate Cawley, Creative Director at Veris Strategies said: “Through undertaking this report, it is clear the time for Radical Transparency is now. The report calls on the food industry to not only collaborate to build these type of open data systems, but work more strategically to increase the visibility of the whole food supply chain, enabling producers and manufacturers further upstream to start influencing the consumer food debate. Collaboration will be essential to deliver transparency, and build trust, on a scale and at the pace consumers expect.”

Share. Facebook Twitter LinkedIn Email
Previous ArticlePig & Poultry Fair seeks the next generation of poultry professionals
Next Article UFU meets political representatives
Chloe Ryan

Editor of Poultry Business, Chloe has spent the past decade writing about the food industry from farming, through manufacturing, retail and foodservice. When not working, dog walking and reading biographies are her favourite hobbies.

Read Similar Stories

Business

Poultry revenue up 20.3% at Cranswick

May 21, 20252 Mins Read
Business & Politics

New appointment for Elanco pig and poultry team

May 20, 20251 Min Read
Business & Politics

Welcome for EU deal that paves the way for SPS agreement

May 19, 20252 Mins Read
Latest News

Red Tractor owners appoint Alistair Mackintosh as Red Tractor Chair

May 23, 2025

Total UK poultry meat production falls

May 22, 2025

EU broiler price rises again

May 22, 2025
Sponsored Content

Maintain stable and continuous coccidiosis control amidst stocking density reductions

November 1, 2024

How to improve your forecasting accuracy

October 1, 2024
© 2024 MA Agriculture Ltd, a Mark Allen Group company

Privacy Policy | Cookies Policy | Terms & Conditions

  • Farmers Weekly
  • AA Farmer
  • Farm Contractor
  • Pig World

Type above and press Enter to search. Press Esc to cancel.