RSPCA Assured, the not-for-profit organisation that monitors the welfare of farmed animals, has launched a new-look website, aimed at boosting consumer awareness of, and trust in the brand.

RSPCA Assured audits the welfare conditions of farmed fish as well as livestock on land, through all stages of their lives. A survey carried out for the organisation found that 64% of young professionals and families recognise and are aware of the brand. “RSPCA Assured” replaced the “Freedom Foods” brand just under six years ago.

The website is intended to promote the importance of choosing RSPCA Assured products to help improve farm animal welfare, and to inform consumers about the organisation’s role in monitoring welfare standards.

The website features:

  • a simpler ‘where-to-buy’ RSPCA Assured products tool;
  • policies on plastic packaging, soy and palm oil;
  • how the charity is funded; and
  • how RSPCA Assured tackles primary consumer welfare concerns for different farm animals.

Jodie Adam, digital communications manager at RSPCA Assured, said: “We decided the time was right to refresh and relaunch our website for two reasons. Firstly, the results of our consumer research which showed that customers really want to know more about how RSPCA Assured works and why they should trust us. And secondly, to meet the changing trends in the way people access information on the internet.

“Last year 60% of visitors to the website accessed it via mobile so, with this in mind, not only have we made it easier to find what you are looking for but we have also designed it with mobile browsing in mind. We hope this means we will hit our target of 250,000 hits this year.”

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