Waitrose has confirmed that all of its own-label continental charcuterie products are now sourced from pigs reared under higher animal welfare standards.
The updated sourcing policy applies across the full Waitrose own-brand continental meats range, including salami, chorizo, pizza toppings, and the retailer’s No.1 Antipasto Misto. The standard now covers products supplied from Italy, Germany, France, and Spain.
Waitrose said the move follows a phased supplier transition that began with Italian producers two years ago. That initial rollout was driven by customer demand for higher-welfare Italian meats and has since been extended to all continental suppliers supplying the retailer’s private-label charcuterie range.
Under the policy, supplying farms must operate to enhanced welfare requirements, including increased space allowances, meaningful enrichment, and the removal of sow crates. Waitrose said these expectations are embedded into its supplier approval process rather than applied on a product-by-product basis.
The retailer noted that extending the standards across continental Europe required close collaboration with specialist producers, many of whom supply multiple domestic markets where higher welfare requirements are not yet standard. Waitrose said it prioritised working with farms already producing traditional continental charcuterie, allowing welfare improvements to be integrated into established production systems.
By applying the same sourcing framework across all own-label continental charcuterie, Waitrose said it has created a consistent welfare baseline across the category, rather than limiting higher standards to premium sub-ranges.
As a result of the rollout, Waitrose said it is currently the only UK supermarket offering a fully higher-welfare own-label continental charcuterie range.
The move highlights how private label in the UK is increasingly being used to set sourcing standards, not only to compete on price. Waitrose said it views animal welfare as directly linked to product quality, supply stability, and long-term supplier partnerships, and confirmed that the same approach will continue to guide its European meat sourcing strategy.
Editor’s note: This article is based on Waitrose’s official January 2026 company announcement and stated sourcing standards. No third-party commentary or competitor analysis has been added.
