Cranswick has announced a new £40m investment and six-point plan to raise animal welfare standards across its pig operations following the completion of an independent vet-led review.
The move comes after the company faced scrutiny earlier this year after undercover footage taken at North Moore Farms showed what was described as “unacceptable conduct”.
In response, Cranswick’s board commissioned Dr. Andy Butterworth, an independent veterinarian with over 30 years’ experience, to conduct a comprehensive investigation of the farm.
Dr Butterworth’s review included unannounced visits to 20 pig farms from June to August 2025 to assess compliance with legal, industry and retailer standards.
The report found that all farms visited complied with the law and animal welfare standards, and that there was “no evidence of mistreatment or treatment” of pigs. It concluded that the behavior seen in the filmed incident was not representative of Cranswick’s normal operations.
However, this review identified opportunities to strengthen animal welfare culture, training and consistency across Cranswick’s supply chain.
It also recommended industry-wide improvements, including standardizing procedures, strengthening oversight and strengthening benefit monitoring systems.
In response, Cranswick’s board of directors accepted all of the findings and committed to making fundamental changes through a new six-point plan designed to deliver lasting improvements. The company announced that it will release full details of the plan by the end of December.
As part of the new strategy, meat processors will undertake an overhaul of their training, working practices and farm culture, supported by enhanced training programs delivered regularly by veterinarians and animal welfare experts.
The company also plans to introduce standardized operating procedures across all pig farms to ensure animal welfare standards are applied consistently throughout the operation.
Cranswick plans to expand the use of advanced AI-enabled CCTV technology across its farms to enable real-time monitoring of welfare practices and animal health.
In addition, five new Welfare Officer roles have been created within the purpose-built ‘Cranswick Welfare Hub’, which will act as a center of excellence for training, research and animal welfare monitoring.
The company will also incorporate updated benefit procedures into its environmental, social and governance (ESG) program, with progress regularly reviewed by the board of directors.
Cranswick will invest £40m over the next three years to modernize and improve its pig operations, funding new technology, training and infrastructure upgrades.
The company said these initiatives form part of a broader transformation program across its supply chain, with a focus on transparency, accountability and continuous improvement of well-being practices.
Mr Cranswick said the plan represented a long-term commitment to “setting higher standards for the industry” and ensuring animal welfare remained at the heart of business operations.
The company added that collaboration with the wider industry, Red Tractor and retail partners was essential to “improve pig welfare standards” and restore public confidence following the review.
