Whole Foods Embraces Animal Welfare with Introduction of Leaner Chicken

Whole Foods Markets are introducing new poultry breeds to their merchandise lineup that meet higher welfare standards. This move comes amid growing concern about the treatment of animals in the food industry.

Whole Foods has announced that it is now selling chicken products that have been certified by the animal welfare group Global Animal Partnership's Better Chicken Project. The products are now available in all 500 Whole Foods stores across the United States.

According to the Global Animal Partnership (GAP), the breeds of chicken used in its certified humane program have fewer health problems and taste better than conventional broilers. So far, there are 11 approved breeds, including those from large companies such as Aviagen and Tyson Foods Inc. - owned Cobb-Vantress.

The majority of chickens raised for food in the United States do not meet the requirements of the Better Chicken Project. However, the group behind the project expects that demand for their new, higher-quality products will steadily grow. They have been studying different chicken breeds and evaluating factors such as behavior, meat quality, and treatment of birds, in order to create a label for the Better Chicken Project.

There is increasing concern about the welfare of chickens bred using conventional methods, especially those that are grown in cramped conditions in a matter of weeks. GAP has said that these chickens often have poor welfare outcomes, including underdeveloped organs and foot injuries. The food from these chickens can also be of poor quality, with excess fat strips in breast meat and a tough, gristly texture.

The average broiler chicken today reaches market weight in just 7 weeks, compared to 16 weeks a century ago, according to the National Chicken Council. These animals are much larger than in the past, often sitting for much of their lives and having excessively large breasts.

The newly certified birds are red-feathered breeds, with larger feet to allow them to perch at the farms. They’re often taller with smaller breasts than conventional chickens. The birds also are more active and energetic, according to Mike Charles, owner of LaBelle Patrimoine, one of the first farms to grow these chickens.

According to GAP, production costs for approved breeds will be higher at first, but should decrease as growers become more familiar with them. They are priced at $3.99 per pound for whole birds, while organic chickens are $4.49 per pound and other varieties are $3.49 per pound, according to Whole Foods.

Whole Foods is excited to see that their customers are prioritizing welfare. Karen Christensen, senior vice president of merchandising for perishables, hopes that customers will also notice a difference in the taste and flavor of chicken in the new products.

Whole Foods has joined the U.S. Working Group for Broiler Welfare, which helps businesses that buy chicken in different industries meet animal welfare commitments. The company is partnering with Perdue Farms, one of the biggest chicken producers in the US, to help companies such as Whole Foods purchase more humanely raised chicken.