Research commissioned by an animal welfare group suggests that more than eighty percent of consumers in the UK support labelling on milk and meat packaging, giving details of the farm system in which products were produced.  

Reacting to the findings, the RSPCA, alongside fellow animal welfare groups WSPA and Compassion in World Farming, has urged the government to introduce new welfare-based labelling, such as is currently found on egg boxes. Market research has consistently found that, whilst price remains the most important area of consideration, animal welfare is a major factor shoppers consider when buying animal products.   

However, although method of production labelling has been a legal requirement for eggs sold in the EU since 2004, the government has so far opposed rolling out the scheme, and has also lobbied the European Commission against introducing such measures. According to the research, carried out by a market research company on behalf of the 'Labelling Matters' coalition of welfare groups, 83 per cent of UK consumers want labelling, which clearly identifies the farm system used to produce their food, extended to meat and dairy goods.

Market researchers QA Research quizzed 1,001 people in the UK. Research carried out in France and the Czech Republic also revealed similar results; over 80 percent of consumers in each country supported the extension of labelling laws to cover 'all meat and dairy products.'

RSPCA farm animal spokesperson Julia Wrathall explained on Tuesday why RSPCA is pushing for more labelling, "Despite clear method of production labelling of eggs and new EU legislation to label fish by method of catch, consumers are still kept in the dark about the farm systems used to produce the vast majority of their meat and dairy products."

She said that, as has happened with egg labelling over the past ten years, labelling meat and dairy products by method of production could lead to an increase in higher welfare production, which would carry a premium. She added, "As we have seen with eggs, consumers have the power to drive improvements in farm systems, but they can only do this if there is honest, comparable information on products they buy."

In 2010 Defra carried out its own study into labelling, which featured 96 participants.  RSPCA complained that the findings of this study have been "disproportionately influential;" they have been used by both Defra and the European Commission to oppose method of production labelling in the past.  

Philip Lymbery, Chief Executive of Compassion in World Farming, also commented on the renewed drive for labelling, "It's astonishing that Defra and European Commission are still resisting clear, objective method of production labelling of meat and dairy products. Farming Minister, David Heath, has repeatedly claimed that method of production labelling is too complicated, that good welfare can be achieved even in the most barren and intensive systems, and that labelling is not a sufficiently important influence on consumer behaviour.

"The Labelling Matters research recorded the opinions of thirty-times more consumers than Defra's study.  It directly contradicts the government's position," he added.

Despite the farming minister's assertions that labelling would be too complicated, QA found that, "awareness of the EU egg labelling system is comparatively good," with most people being aware of the labelling and using it when considering their purchases. The market researchers added that, "Findings suggest that many consumers (particularly in France) see standards of animal welfare as a barometer for other important issues such as food quality, the health benefits and levels of nutrition."