Our Mission

Look Behind the Label was created to make honesty the standard in UK supermarkets. Too often, packaging hides the truth: labels like “high welfare” or “responsibly sourced” sound reassuring but tell consumers almost nothing about how animals were actually treated. We exist to change that.

Our mission is to bring truth and transparency to food labelling. We believe every shopper deserves to know what they’re buying — not through marketing language, but through facts. Clear labelling isn’t just about protecting animals; it’s about trust. When the truth is visible, consumers can make informed choices, and farmers doing things right can finally be recognised for it.

Our campaign calls for a future where supermarket shelves are places of clarity, not confusion. A future where government regulation defines what terms like “free range” or “high welfare” really mean. And a future where products carry a visible welfare ranking system, empowering people to decide for themselves what aligns with their values.

At its heart, Look Behind the Label is about accountability. Words matter. Standards matter. The public deserves better, and we’re here to make sure they get it.

01. Truth

We’re exposing vague welfare claims and demanding that labels show real facts about how animals are treated.

02. Change

We’re demanding clear government definitions for welfare terms, so suppliers can be held accountable for the claims they make.

03. Choice

We’re asking for a welfare ranking system that lets shoppers see the truth and choose products that align with their values.

From the Founder

Growing up on a small farm shaped the way I see the world. I spent my childhood alongside my dad, watching him feed the animals, clean the barns, and check that every creature was treated properly. I saw the care, patience, and dedication it takes to farm ethically — long days, early mornings, and endless hard work. But I also saw how often that care went unnoticed. Farmers like my dad are undervalued and overlooked, while bigger suppliers who cut corners but look good on labels get all the attention.

Watching this made me frustrated and determined. I couldn’t understand why honesty and effort weren’t rewarded, or why shoppers couldn’t see the reality behind the products they were buying.

Look Behind the Label grew from that frustration and that desire. It’s my way of standing up for the people and animals I care about. This campaign isn’t just about labels; it’s about the story behind every product and the people who make ethical choices worth recognising.