22 October 2017 | Online since 2003

3 September 2011

Mr Kipling bakes the free range way

We all know that Mr Kipling makes exceedingly good cakes. Well now he makes them exclusively with free range eggs and the fact has been formally recognised with an award to the company for its contribution to animal welfare.

The food giant was recently presented with a Good Egg Award by Compassion in World Farming (CIWF) during a ceremony in London. Mr Kipling is already the country’s number one cake brand. The company is clearly just as proud of its latest achievement.

"For almost fifty years Mr Kipling has been inspired by the world around him to produce exceedingly good cakes - there’s something for everyone… So it’s no wonder Mr Kipling cakes have been number one since 1976 and are bought by more than 60 per cent of households each year," said Annette Pledger, senior brand manager with Mr Kipling.

"He really is a ’good egg’ and that’s why in 2011 he made the switch to baking with only free range eggs. He uses more than 60 million eggs every single year – that’s a lot of happy hens. What’s more the range contains 100 per cent natural flavours, no artificial colours and no hydrogenated fats. We were ’egg-static’ when we heard that Compassion in World Farming wanted to give Mr Kipling a ’Good Egg Award’, praise indeed for Mr Kipling’s egg-ceedingly good cakes."
CIWF has been running the Good Egg Awards since 2007. They are designed to recognise and reward producers, manufacturers, foodservice, retailers and public bodies for working in a sustainable and responsible way and the 2011 winners include organisations both large and small.

Regular readers of the Ranger will have already seen that Noble’s Happy Egg brand was one of this year’s award winners. Another one was Clarence Court Eggs. As well being free range, Clarence Court eggs are also produced on units where range enrichment programmes have been carried out to encourage the birds to range further.

Managing director Pam Corbett said, "We are thrilled to be awarded a Good Egg Award for Clarence Court. Animal welfare is set firmly at the heart of our brand - Clarence Court is a family run, British business that employs traditional farming methods. All of our eggs are superior British free range breed hens’ eggs and we implement a range enrichment programme that encourages our birds to roam further, instinctively helping them to range for longer. Our flocks are mixed to promote harmony, all of which results in well cared for hens."
A number of foodservice companies have received the Good Egg Award this year – an encouraging sign at a time when the UK egg industry has been trying to persuade foodservice and food manufacturing companies to buy high quality and high standard British eggs.

Foodservice companies who received the award included Baxter Storey, ARAMARK and Creed Foodservice. Awards also went to Caterlink, Cygnet, Holroyd Howe Independent, ISS Education, Pabulum and Rail Gourmet. Awards for foodservice provision were presented to the London 2012 Olympic Games, NAPP Pharmaceuticals, Heineken and Ikea UK.

Food manufacturers were also prominent amongst the list of award winners. Linda McCartney, the meat-free food brand established by the former wife of ex-Beatle Paul, was one of the notable recipients. James Gentle, head of marketing and innovation at Hain Frozen Foods UK, said, "The values which were established by Linda, who pioneered her namesake vegetarian brand, are very much at the heart of all we do today. A genuine respect for animals, the environment and our planet, in addition of course to wholesome food which all the family can enjoy.

"Top of our food guidelines list beyond the obvious ’no meat or meat derivatives’ is all our eggs must be free range - this has always been the case and we are glad to continue to promote this. For me this award really recognises Linda’s pioneering work and I know the family, who continue to play a very active role in the brand and keeping its values alive, will be delighted."

Stokes Sauces, which produces a range of quality mayonnaises, sauces, mustards, relishes, chutneys, dressings, jams and marmalades, received an award for its commitment to only use Freedom Food free range egg. Rick Sheepshanks, managing director of the company, said, "Stokes Sauces are delighted to have won a 2011 Good Egg Award.

"Since our inception in 2004, Stokes Sauces’ ethos has been to make the best tasting sauces you can buy in a jar. To make the best, you need to use the best, and it is important to us that our ingredients not only taste fantastic but also have sound provenance and are responsibly farmed. That is why we only ever use eggs from RSPCA Freedom Food approved suppliers.
"We are proud of our values and consider it an honour to have them publicly acknowledged and applauded in this way."

Another winner committed to using only free range eggs was Cook Trading Ltd. Head of Brand James Rutter, said, "We’re hugely chuffed to be recognised as Good Eggs. Compassion in World Farming has created a pragmatic framework within which we can improve our sourcing to benefit both animal welfare and our business.
Importantly, this award means I need no longer hide from the withering gaze of my pampered, domestic chickens but look them squarely in the eye each morning. This is for you, Dominic and Eloise."

Another recipient of the Good Egg Award was Laverstoke Park Farm, whose stated aim is to produce the best tasting, healthiest food without compromise. It says it believes in the promotion of biodiversity and slower growing plants and animals.
Amongst the retailers to be recognized by CIWF was online supermarket Ocado. Ocado was launched in January 2000 as a concept and started trading as a business in partnership with Waitrose in January 2002.

The company issued a statement about the award. "We’re delighted to have won; the Good Egg accolade is a great reflection of just how seriously we take our role as grocery retailer. Ocado is the first new supermarket brand in a generation; we continue to enjoy rapid growth, but our focus on the quality and provenance of groceries delivered to customer’s doorsteps remains consistent."

The company said the award reinforced the high standards it had set for its growing own-brand range. That was important as it looked to expand further in the coming months.


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