duBreton, based in Quebec, is North America’s largest producer of natural pork. “At duBreton, we believe that hog farms can be efficient and profitable while using sustainable farming practices and raising animals in ways that reduce stress by providing spacious shelter, comfortable resting areas, proper facilities, and the freedom to express normal behavior,” says Vincent Breton, The President of duBreton.

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.

“We really believe in higher-welfare farming as a great solution to quality food that is accessible and affordable,” said Nowland.

“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.” said Nowland.

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.