Everything we do goes into everything you taste

At Waitrose, we believe everything we do goes into everything you taste. That’s why we only work with farmers that we know and trust, who share our values and our passion for bringing you great food. But rather than just tell you our standards are high, we want to show you.

That’s why for our new campaign we’re going live with TV ads showing footage from different farms, captured that very same day. No actors, no props – just our real farms exactly as they are, and the delicious food that we produce at them.

Watch the making of our TV ad - Everything we do goes into everything you taste

*Major supermarkets' include Tesco, Sainsbury's, Asda, Morrisons, Aldi, Lidl and Waitrose

*Products responsibly sourced to Sustainable Seafood Coalition guidelines

We are the only supermarket to guarantee all our fresh pork is British and, as a minimum welfare standard, comes from pigs bred outdoors and then raised in light airy barns.

Our outdoor bred pigs live their lives in straw based accommodation and have a lot more space to thrive than the industry average. This is the minimum standard for our pigs, and none of our pig farms use slatted floors or confinement stalls. 

All of our Waitrose fresh pork, bacon and sausage is 100% British, and all the pork in our essential Waitrose sausages comes from British outdoor bred pigs. You'll not find any rind, offal or mechanically recovered meat in any of our sausages and we never add water to our ham. 

Find out more about our pork >

*Supermarkets' include Tesco, Sainsburys, Asda, Morrisons, Aldi, Lidl and Waitrose.