Market Pulse: Cranswick Commits £40m to Pig Welfare Overhaul After Activist Footage

In a major move to address animal cruelty allegations and bolster its operational standards, the UK food supplier is launching a new six-point plan, including AI-enabled surveillance and a dedicated welfare hub.

UK supermarket food supplier Cranswick has pledged a £40 million investment into its pig farming operations following a significant animal welfare scandal. The move is a direct response to covert footage released by animal rights activists from North Moor Farm in Lincolnshire, which appeared to show "piglet thumping"—a banned and cruel method of killing animals.

The Response: From Investigation to Investment

The Hessle-based firm's board immediately commissioned an independent, veterinarian-led review following the incident. The review, conducted by Dr. Andy Butterworth over three months with unannounced visits to 20 farms, concluded that the actions in the activist footage were "not representative" of Cranswick's normal standards and that the farms were compliant with legislation.

Despite this, the review set out a range of recommendations for raising standards, which Cranswick's board has accepted in full and is now backing with a £40 million, six-point plan.

Cranswick's New Six-Point Welfare Plan

The core of the commitment is a structural and technological overhaul of its pig farming operations. Key actions include:

• Upgraded Training & Culture: A full review of all training, working practices, and farm culture, with enhanced, regular training delivered by vets and welfare experts.

• Total Standardisation: The introduction of standardised working practices and procedures across all Cranswick-run pig farms to ensure consistent high standards.

• AI-Enabled Surveillance: The continued installation of advanced AI-enabled CCTV technology to monitor pig welfare, health, and ensure good practice on farms.

• New Welfare Oversight: The creation of five new welfare officer roles.

• Centralised "Welfare Hub": The establishment of a dedicated Cranswick Welfare Hub, which will become a center of excellence for training, R&D, and will house the company's new AI and CCTV monitoring capabilities.

This significant investment signals a clear attempt by Cranswick to manage the severe reputational risk from the activist footage and to position itself as a leader in animal welfare standards. The move to use AI-enhanced surveillance and a centralised welfare hub represents a new, technology-driven approach to enforcing compliance and transparency across its agricultural supply chain.

Sources

• The Yorkshire Post: "Cranswick to spend £40m to improve pig welfare"