The Co-operative Group is rolling out its higher-welfare Elmwood standard to all its fresh own-brand turkey and turkey crowns this Easter, according to a press release by the company.

Co-operative has selected a small group of family-run British farms to embrace its own higher welfare and quality standards, by nurturing the turkeys for longer in a sunnier environment with more room to move about and perch.

The move to extend the Elmwood standard came after a six-month consultation process with Co-operative members to guide the retailer’s food ethical policy. More than 100,000 customers across the UK responded to the poll, and animal welfare emerged as one of the top areas that members wish to see prioritised by the business.