Page 29 Sustainable products


Select Farm
In addition to the national animal welfare standard Farm Assured, the Waitrose Select Farm standard sets the benchmark for quality and animal welfare across our meat, fish, poultry, milk and cream products. Our Select Farm milk, for instance, comes from just 65 farmers who maintain and promote industry-leading standards of stockmanship, animal welfare and hygiene; in return, we pay each farmer a premium in recognition of the extra work and care involved. Similarly, Select Farm chickens benefit from low stocking densities and live in environments with natural daylight, straw bales and the space to enjoy healthy, active lives.

WildCare
The Select Farm Milk scheme requires our dairy farmers to follow the WildCare environmental standards, developed with the Wildlife Trusts. This ensures that at least 10% of a farm's area is left as 'wildlife habitat', encouraging a greater diversity of animal and plant species to flourish. Through the scheme, each farm has been supplied with a purpose-built owl nesting box to help farmers to encourage barn owls to thrive.

(Waitrose 'Select Farm' logo)


The dairy at our Leckford Estate is one of the exclusive group of farms that supplies Waitrose Select Farm milk. We've also launched Waitrose Traditional Milk in all our shops – the first line of milk to be produced exclusively from our own herd of cows at Leckford.

(Picture of a dairy cow)


In 2007,Waitrose came equal first in the Marine Conservation Society's Sustainable Seafood Supermarket League Table and was also named the Sea Fish Industry Authority's Seafood Multiple Retailer of the Year.

(Picture: Plate of mackerel)


Responsible fishing
In developing our Responsible Fishing policy, we have consulted widely with non-governmental organisations and conservation groups such as Greenpeace, the Marine Stewardship Council (MSC) and the Marine Conservation Society (MCS). For a fish to be termed 'sustainable' by Waitrose, it must be a species not commonly regarded as endangered or over-fished, come from a well-managed fishery with scientifically based quotas, be caught using selective fishing methods that minimise damage to the environment, and be fully traceable from catch to consumer.


To achieve these standards, we:
> alleviate the pressure on the most popular fish by using alternative species such as pollock, coley and tilapia
> stock one of the largest ranges of line-caught fish on the high street
> work closely with independent certification bodies like the MSC, which uses a 'blue tick' to identify fish from sustainable sources
> only use farmed fish from Select Farm sites selected for their respect for marine ecosystems, animal welfare standards and conservation measures.


At a time when many of our more traditional fish are under threat, there is a need for customers to broaden their palates with a wider selection of fish. For example, we've sold frozen coley, a fish often fed to pampered cats, for many years but in January 2008,Waitrose introduced it across its fresh fish counters. Coley is fast becoming the ingredient of choice for customers keen to buy fish 'responsibly', as it is line-caught from Icelandic waters.


"We think it won't be long before coley and chips becomes a Friday supper staple in households across the country."
Jeremy Langley Fish buyer, Waitrose

"The introduction of coley will not only help to alleviate pressure on other species but also encourage consumers to enjoy the delights of lesser-known seafood."
Phil MacMullen Head of Environment, Sea Fish Industry Authority