News: 22 November 2016

SPCA Blue Tick® digital campaign - 'the farmer and the scientist'

Mindful consumers concerned for the welfare of animals involved in the production of their food are encouraged to pledge to ‘go SPCA Blue Tick®’ to show their support for high animal welfare.

SPCA Blue Tick® high animal welfare standards go beyond, often meaningless marketing terms such as ‘free range’ or ‘free to roam’ which is not regulated and just a style of farming with no assurance of high animal welfare.

The SPCA Blue Tick standards is a set of guidelines based on scientific evidence, best practice farming methods and international benchmarking. Compiled and administered by the SPCA, it offers consumers high animal welfare assurance on eggs, chicken, pork and turkey products, as SPCA Blue Tick® is the only animal welfare accreditation in New Zealand independent from food and farming industries.

SPCA Blue Tick® approved farms are independently audited by third party auditors, trained by the SPCA to the stringent standards set out by Dr Arnja Dale, SPCA Chief Scientific Officer with the input of other animal welfare experts after consultation with farmers.

According to Ségolène de Fontenay, Business Unit Manager of the SPCA Blue Tick®, the pledge is designed to spread the word about the availability of a better standard for animal welfare.

“Consumers today are also taking a greater interest in the quality and the provenance of the food they eat – and they are sharing their mindful choices through social media in addition to the traditional ‘word of mouth’. With this pledge, we’re encouraging consumers to engage with their online networks to better understand what SPCA Blue Tick® is about.”

Viewing one of three educative videos released on a weekly basis that explains the purpose and mission of the SPCA Blue Tick® is recommended before taking the SPCA Blue Tick® pledge.

The first video features Dr Dale and a proud SPCA Blue Tick® approved farmer. The farmer explains how he’s providing the best care for his animals as an example to help drive high animal welfare across New Zealand.

He states that farmers should be held accountable for the way they treat their animals and that’s why he chooses to farm to the independent accreditation of the SPCA Blue Tick®, so he can feel confident that his farming standards are based on best practise and in the animals’ best interest.

Sharing is encouraged, with each pledge given product coupons ‘as a token of appreciation for the commitment’ and a chance to win a dining experience hosted by chef and SPCA Blue Tick® goodwill ambassador Ray McVinnie.

The more people that get behind high animal welfare standards of the SPCA Blue Tick, the greater impact the non-profit have to changing societal perceptions and treatment of animals, says de Fontenay.

“This is in the interest of better animal welfare, better farming, and better food on the table for all New Zealanders.

“We’ve made it really easy to take the pledge by going on our microsite. Get involved and add your voice as a mindful consumer who takes an interest in how your food is produced today,” de Fontenay concludes.

For more information visit



Media release published on:

Leandri Smith, PR Republic, 027 365 9003,



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