We’re on a mission to find all the supermarket meats that give animals a life worth living.

Finding supermarket meat that’s responsibly sourced can feel like a minefield.

After more than five years of research – speaking to everyone from campaign groups including Compassion in World Farming (CIWF), certification schemes such as Red Tractor and RSPCA Assured, and the supermarkets willing to talk to us, like the Co-Op – we’re still digging to find the truth behind the labelling. It’s extremely difficult to get a clear understanding of farming is really like from birth to slaughter, and how this differs for each standard and supermarket brand.

And this is the crux of the issue. Clever marketing conveniently leads people to believe we’re purchasing a higher-quality product than we actually are. For example, it’s fair to assume that the higher the cost, the higher the welfare, but that’s not necessarily the case.

A staggering 70% of meat is factory farmed in the UK – at the expense of the farmer, the environment, animal welfare and our health. Here’s what you need to know about how the meat you eat is really farmed when it comes to chicken, pork, beef and lamb.

In our quest to find meat that’s from animals that have genuinely been free to roam and fed a natural diet, not pumped with routine antibiotics, that means they are the healthiest for you and your family, this is what we’ve found…

Send us any recommendations you have to hello@bicbim.co.uk.

There are so many labels in supermarkets, it can get confusing. From our research we have grouped them as the following when it comes to animal welfare. As a general rule for finding sustainable supermarket meats



Soil Association

(Scottish Organic Producers Association)


RSPCA Assured


  • Quality Meat Scotland (QMS)
  • Red Tractor: Assured Food Standards (AFS)
  • British Lion Quality Code of Practice
  • Code of Good Practice for Scottish Finfish Aquaculture (CoGP)