Where does KFC source from?
Currently, KFC sources around 50% of its chicken by weight from the UK, equating to around 40% volume of sales and counting for roughly 4% of the UK poultry meat market. Everything that goes into the KFC bucket (all chicken on the bone) is sourced from the UK, and Ms Packwood explained that this is down to chicken specification needed for their different products. She continued: “Farmers need to know we are committed to contributing to a healthy, sustainable chicken sector in the UK. We depend on a thriving sector that works for farmers, customers and birds.”
KFC Regional Head of Poultry Tobias Börger highlighted why the volume of UK-sourced chicken can vary: “It depends on the promotions and marketing activity in different years. Luckily, chicken on the bone is a very consistent sale item. During lockdown, we have seen more consumers purchasing the bucket than usual. People are spending more time at home and aren’t on the go as much, meaning there are fewer individual meals purchased.”
Increased scrutiny
While retailers have a much larger market share, KFC is aware of its place as an iconic chicken brand. However, this status inevitably leads to more, and deserved, scrutiny. Ms Packwood said: “Chicken is our core product; so we have to do it well and therefore welfare has always been important to us.”
Since signing up to the Better Chicken Commitment (BCC) in July 2019, the spotlight has been on how KFC will be able to meet this target, and the NFU has established a dialogue with the business to understand the implications for suppliers and farmers. It’s part of the NFU’s wider work on engaging with the UK food service industry about its sourcing policies.
What is the Better Chicken Commitment (BCC)?
Launched in 2016, the BCC is a new set of standards for broiler welfare designed by a coalition of European animal welfare groups. Alongside KFC, the first of its peers to sign-up, the commitment has been joined by brands such as Nando’s, Burger King and M&S, with the aim of offering chicken in line with the BCC standards by 2026.
Importance of animal husbandry
皇家华人commissioned two reports to better understand the welfare claims behind the BCC, together with the potential economic and environmental impacts. At the time, the NFU Poultry Board Chairman Thomas Wornham said: “皇家华人has consistently maintained that it is the quality of animal husbandry and stockpersonship that are the greatest factors determining animal health and welfare, not farm size or system of production.
“A farmer’s top priority is always the health and welfare of their birds. The standards of the Red Tractor scheme, which more than 90% of British chicken is assured by, have been found to be world-leading and guarantee high standards of animal welfare, environmental protection, farm safety and traceability back to British farms.”
Making progress
When asked how KFC’s work towards the BCC is going, Ms Packwood said: “We’re making progress. We always said this would be a challenge and we know we won’t get there without movement from the whole sector.
“We were clear when we signed up to it that we wanted it to happen and to add our voice to this call – but we’re a small cog in a big industry.”
From Mr Börger’s point of view, signing up has given KFC impetus to evaluate where they are currently.
Improving current welfare
He explained: “The initial focus is on where we are today. It’s very good to have an aspiration and it’s a long-term strategy, but we want to do as much as we can to improve on current welfare.”
Critical to success is investment in the auditing software that enables KFC to collate data from all farmers and suppliers.
“Every single data entry point comes from the farm, so the engagement and hard work actually comes from our farmers who are supporting us on that journey,” Mr Börger continued.
“We need to continue encouraging farmers to come with us towards improving welfare where possible today, ahead of bigger changes necessary to meet the targets later.”
KFC’s welfare journey
This is where the KFC Welfare Report comes in. Published in July 2020 by FAI Farms, it is an open review of KFC’s welfare journey and how it takes care of chicken through the supply chain, looking at successes and the areas where improvement is needed.
Some farmers have, understandably, been worried about the costs and practicalities of implementing infrastructure changes necessary to adhere to the BCC. But when asked about KFC’s loyalty to their farmers and suppliers, Ms Packwood was clear.
System change
“We recognise that this is about system change – we won’t expect farmers to completely change their set-ups overnight. We’ve always had a policy with our suppliers and, in turn, the farmers, that we won’t suddenly drop anybody. It’s far better to work together to understand what’s going on and how things can be improved, and it’s something that our partners in Compassion in World Farming and World Animal Protection are very supportive of.
“We also believe, and have heard from suppliers, that improving the welfare of birds also improves the wellbeing of farmers. Daylight in barns, more space – it’s got to be better for people working in those environments as well as the animals, and this is something we’d like to explore further.”
Mr Börger added: “It’s a collaborative effort between KFC and other big industry players; we need to be producing chicken to right volumes and capacities to enable farmers to make those investments.
“Our role is to make sure that the welfare improvements resonate with consumers and ensure that the message of high welfare is getting through. Our pricing structures need to be able to cope with that investment.”
What about customers?
As part of its ongoing consumer research, a major piece of insight work that KFC commissioned a few years ago highlighted that purchasing habits are very emotionally-driven, and can depend a lot on brand trust.
Transparency
KFC is keen that they are transparent with customers to build future brand resilience. Ms Packwood said: “If chicken is on sale in a supermarket, shop or restaurant, it’s on that business to ensure the chicken is top quality and high welfare. It’s our job to try and correct any negativity and build trust through being transparent.
“We don’t believe this is something that the industry can change overnight but we do believe it is the right direction of travel. Macro-trends indicate that consumers want better welfare – a lot of the rise of veganism and flexitarianism stems from anxiety about the welfare of animals.”
What about the environment?
KFC has recently teamed up with FAI Farms and the Royal Agricultural University to look at the practical challenges of delivering the BCC and what it means for the sector, particularly the issue of how to grow birds over a longer period of time with lower environmental impact.
Holistic approach
Ms Packwood said: “There is research that says if you move to the BCC it will increase environmental impact – but that’s if you literally do a straight swap and change nothing else about the system. We’re looking at it in a more holistic manner and there is lots of evidence that slower-growing breeds have other benefits in terms of mortality, lower antibiotic use and may also require less soya in their diet, something that has a massive environmental impact.
“We’re conscious of the challenges – they are commercial and they are practical – but we’re conducting research so we can work out where to invest and who to partner with to make that transition happen.”
What next?
KFC still has a long way to go to fulfilling the BCC by 2026. Its next welfare report is due to be published this summer.
Ms Packwood said: “Following our sign-up to the BCC, we know there is more to be done, but the KFC Welfare Report is a clear example of how we can do this, and it will help track our progress each year.”
KFC is keen to hear views and opinions from NFU Poultry members, please contact Shaffra Gray-Read, KFC UK & Ireland, at U2hhZmZyYS5ncmF5LXJlYWRAeXVtLmNvbQ==.
Read this story and more in POULTRY MAGAZINE. Have you got your copy?