Sobeys, a national retailer in Canada, launched the “Better Food For All” initiative “to make better food accessible to Canadians.” Chef Jamie Oliver is a key consultant on the project and advocated the selection of the Certified Humane® certification to be required for the Sobeys “Better Food for All” program.

“The Certified Humane programme supports our beliefs about raising the bar in animal farming.  This helps the animals, the environment, and gives us a much better, more sustainable food product.  We really believe in higher-welfare farming as a great solution to quality food that is accessible and affordable,” said Nowland.

Jamie Oliver’s Technical Development Manager, Daniel Nowland has spent time working with all of the farming groups involved, ensuring standards are at a level which supports Jamie Oliver’s campaigning in the farmed animal sector.  Jamie Oliver’s team works globally to improve the lives of farm animals, which they believe in turn improves the quality of the food produced.

Because of Chef Oliver’s recommendation of Certified Humane® there are two new Certified Humane® chicken producers in Canada:  Blue Goose Pure Foods in Ontario and Sunrise Farms in British Columbia.

Chef Jamie Oliver recommended the Certified Humane® program to Sobeys after his team visited many farms and ranches on the Certified Humane® program in the US and Canada, including duBreton, which has been Certified Humane® for over ten years, and Aspen Ridge Natural Beef, which has been Certified Humane® for two years.