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Monday September 22nd 2008


The RSPCA’s Freedom Food scheme is asking British shoppers not to let their ethical principles slip when confronted with special offers such as BOGOFs (Buy one, Get One Free) in supermarkets or when buying ready made products or eating out in restaurants.

New research* published today (Monday 22nd September 2008) shows two emerging social groups – EWE’s (Ethical When Easy) and COWs (Crusaders of Welfare).

While EWE’s do show a desire to be more ethical, they are frequently tempted by special supermarket offers on cheaper standard products such as chicken and give up too quickly if they can’t find a welfare friendly option - demonstrating that they are more likely to be ‘Ethical When Easy.

Meanwhile COWs, the very smallest group identified by the research, are far more committed to their ethical principles. They will let their host know if they will only eat higher welfare food when invited to a meal and will grill store managers when they can’t find higher welfare products on shelf.

To mark RSPCA Freedom Food Farm Animal Week (22-28th September) a special website carrying a simple, interactive quiz has been launched to give people the chance to test out their own welfare credentials and find out how they can be more like COWs –


For more information please contact Suzi Browne or Carole Stewart on 0207 630 6633 or at the weekend on 07770 881578 or 0771 4211200

*Full research with regional variations available on request. 1990 GB adults age 18+ took part in a survey conducted by YouGov in June 2008. Results were weighted to be nationally representative.

This press release was distributed by ResponseSource Press Release Wire on behalf of Hammond PR in the following categories: Women's Interest & Beauty, Environment & Nature, Food & Drink, Farming & Animals, for more information visit