How to make kinder choices at the supermarket
Blog
Factory farming causes immense suffering and many people want to do better. If you’ve seen the footage of animals in cramped, filthy sheds or read about the link between meat production and deforestation, it’s only natural to ask: “What can I do when I shop?”
The responsibility to fix this crisis should sit with governments, corporations, and investors like Barclays, not individual shoppers. But while we fight for long-term system change, there are ways to make more compassionate choices in the short term.
1. Be cautious with food labels
Most food labels sadly aren’t helpful. Terms like “farm fresh”, “natural” or “welfare friendly” aren’t regulated and don’t guarantee anything meaningful for animals. Even “free range” or “British” can be applied to products from animals raised in crowded sheds, with little space or enrichment.
So if you’re confused by labelling, you’re not alone and you’re right to be sceptical. We’ve broken down what the labels really mean here.
2. Know the brands behind the cruelty
Some of the biggest names on the supermarket shelf are linked to industrial meat giant JBS, the world’s largest producer of factory-farmed meat, and a major driver of deforestation in the Amazon.
Here in the UK, JBS operates through two major subsidies:
- Moy Park: One of the UK’s top 15 food companies and Northern Ireland’s biggest private sector business. They supply poultry to major supermarkets and fast food chains across the UK and Europe.
- Pilgrim's UK: Previously known as Tulip, Pilgrim's UK is a major pork producer supplying both fresh and processed meats.
These brands might look harmless, but they’re part of a supply chain where animals are routinely confined, mutilated without pain relief, and slaughtered in ways that cause prolonged suffering. By avoiding them, you’re choosing not to support one of the biggest cruelty machines in the world.
3. Try “less and better” or go plant-based
One of the most effective things you can do is cut down on how much meat you eat, especially meat from unknown or industrial sources.
Even reducing meat by a few meals a week can help lower demand for cruel systems.
Plant-based alternatives are now widely available in supermarkets and many are tasty, affordable, and easy to cook with. If you do choose to eat meat, try to source it from local farms you trust or ask questions at farmers’ markets, where you can find out more about how animals are treated.
Why not check out some of our plant-based recipes to get you started!
4. Support systemic change
Small changes matter but this isn’t a problem individual shoppers can fix alone. Factory farming exists because it’s cheap, industrial, and supported by vast amounts of money including from banks like Barclays, which has pumped over £5 billion into JBS between 2015 and 2022.
What you can do today
🛒 Avoid brands linked to factory farming cruelty, like Moy Park and Pilgrim's.
🥗 Reduce your meat intake and try plant-based swaps when you can
📣 Call on Barclays to stop funding JBS and animal cruelty — sign the petition here.
📚 Stay informed — learn more about what factory farming looks like, and how we’re fighting to end it