A recent investigation calls into question the high welfare claims of M&S Select Farms, revealing shocking mistreatment of animals behind the scenes despite RSPCA assurances.
**“Beneath the Surface: Investigating the Reality of M&S’s ‘Select’ Dairy Farms”**
Marks & Spencer, a name synonymous with high quality and ethical sourcing, has long prided itself on its commitment to animal welfare. Back in 2017, the retailer made headlines as the first major supermarket to sell 100% RSPCA Assured milk—a pledge it continues to champion as of 2024. According to M&S, their fresh milk is sourced exclusively from a select group of farms, where cows are purportedly treated with care, farmers receive fair compensation, and the highest standards of animal welfare are maintained. Their in-store campaigns, complete with feel-good imagery and even buttons playing “happy cow” sounds, promise consumers more than just milk; they promise peace of mind.
But what happens when the advertisements fade and no one’s watching? A shocking undercover investigation has emerged that challenges the idyllic image M&S has carefully crafted. Spanning footage from 2022 and 2024, this exposé reveals a starkly different reality—one of mistreatment, frustration, and cruelty behind closed barn doors. In this blog post, we’ll delve into the discrepancies between corporate claims and what has been “caught on camera,” exploring the unsettling question: is the glossy façade masking a troubling truth about M&S Select Farms? Prepare to take a closer look at what lies beneath the surface of the promises.
Behind the Label: Unpacking the RSPCA Assured Promise
The **RSPCA Assured promise**—a hallmark of high welfare standards—has been a cornerstone of M&S’s branding since 2017. M&S proudly advertises that their fresh milk is sourced exclusively from 44 select farms across the UK, all certified under the **RSPCA Assured scheme**. Their claim of being the only national retailer offering 100% RSPCA Assured milk highlights a commitment to both ethical farming and product quality. Yet, new footage raises pressing questions about whether these assurances truly hold up behind closed doors.
On paper, the RSPCA Assured seal means adherence to strict animal welfare protocols, ensuring cows are treated with care. M&S highlights their promise of paying a “fair and sustainable” price to farmers to foster investments in farm operations and cow welfare. Yet, evidence captured in 2022 and 2024 tells a **starkly different story**. Investigators observed workers on select farms engaged in disturbing practices, including **dragging calves by their tails**, twisting them to force movement, and even **physical abuse with metal objects**. The footage not only contradicts the idyllic imagery in M&S’s promotional material but casts a shadow over the credibility of the RSPCA Assured label itself.
- Are the welfare standards truly being enforced?
- What role does M&S play in monitoring these practices?
- How does this reflect on the broader RSPCA Assured scheme? The Reality Behind the Pasture: Hidden Footage from Select Farms
- Workers were seen **hitting a calf in the face** out of frustration.
- A man, dubbed “Mr. Angry,” was caught **lunging at a cow with a sharp metal object** and later using a metal floor scraper to **strike animals in the back.**
- The mistreatment wasn’t isolated, suggesting a **clear culture of abuse** rather than random rogue behavior.
- Workers on these farms were caught dragging calves by their tails, in blatant violation of RSPCA standards.
- Reports show calves forced into movement by tail twisting, causing evident distress.
- M&S’s promise of higher welfare measures appears undermined as a man, dubbed “Mr. Angry,” was filmed repeatedly stabbing a cow with a sharp metal object and striking them with a floor scraper.
- Enhanced Monitoring: Regular, unannounced audits by independent third-party organizations can help verify adherence to welfare standards.
- Real-Time Surveillance: Installing cameras and AI-driven monitoring systems on farms can provide continuous oversight to prevent mistreatment.
- Strict Accountability: Clear consequences for violations, including financial penalties and contract terminations, ensure non-compliance isn’t disregarded.
- Transparency in Reporting: Retailers should publicly disclose detailed reports on their suppliers’ practices, welfare standards, and any corrective actions taken.
The tranquil imagery of lush, green pastures and gently grazing cows, as featured in M&S advertisements, paints a serene picture. However, **hidden footage obtained in 2022 and 2024 from two purported “Select Farms”** challenges this narrative. While M&S proudly boasts about being the only national retailer offering 100% RSPCA Assured milk, the reality behind the scenes was less idyllic. Investigators captured chilling instances of **workers mishandling calves**—dragging them by their tails and twisting them to force movement. Such actions starkly contrasted the promise of high welfare standards emblazoned on product packaging and promotional materials.
Below is a table summarizing M&S’s claims and the revealed breaches:
| Claim | Reality |
|---|---|
| 100% RSPCA Assured milk from trusted farms | Workers acting against RSPCA Assured standards |
| High welfare standards guaranteed | Culture of abuse observed repeatedly |
While M&S strives to maintain its prestigious ethical branding, the footage suggests that **some animals behind the “Select Farms” label endure pain and neglect.** For a retailer investing in instore “happy cow buttons,” the harsh realities uncovered in these investigations demand serious scrutiny.
Culture of Abuse or Isolated Incidents? Investigating Farm Practices
The investigation shines a spotlight on the **disconnect between idyllic marketing claims** and the grim reality on some farms supplying Marks & Spencer’s supposedly “RSPCA Assured” milk. While promotional materials promise milk sourced from “select farms we know and trust,” footage from 2022 and 2024 reveals troubling practices that raise serious ethical questions. These include workers **dragging calves by their tails**, **twisting them to force movement**, and even **hitting animals in frustration**. Such scenes clash starkly with the company’s portrayal of high welfare standards and a commitment to animal care.
But are these incidents a result of **individual rogue behaviors**, or do they suggest **systemic failings**? Disturbingly, repeat offenses suggest the latter. For instance, an individual dubbed “Mr. Angry” was caught not only using a **metal floor scraper as a weapon** in 2022 but also continuing the same violent behavior in 2024. Below is a summary of documented violations from the investigation:
| Violation | Year | Farm Location | ||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dragging calves by their tails | 2022 | West Sussex | ||||||||||||||||
Hitting calvFrom Happy Cow Sounds to Shocking Acts: A Marketing Discrepancy
The contrast between the idyllic marketing claims and the reality captured on camera raises significant concerns. **M&S proudly declares its milk to be 100% RSPCA Assured**, sourced from a mere 44 select farms they “know and trust.” Their campaigns go as far as installing in-store buttons that play the soothing sounds of “happy cows.” But investigative footage from two of these select farms paints an entirely different picture—one far removed from the cheerful marketing narrative. Discrepancies don’t end there. The footage revealed an embedded culture of abuse. Even after two years, the same individual, “Mr. Angry,” was seen perpetuating violence, indicating a failure to address these issues across time. Below is a brief comparison of the promotional promises versus the on-the-ground reality:
Recommendations for Transparency and Accountability in Retail Supply Chains
For retail supply chains to maintain trust and integrity, implementing robust transparency and accountability measures is crucial. Based on recent revelations, there are critical areas requiring improvement in safeguarding animal welfare and ensuring ethical practices in production systems:
Retailers like M&S should lead by example, ensuring their supply chains reflect the ethical ideals they promote in their marketing. By committing to these actions, they can rebuild consumer trust and demonstrate genuine respect for animal welfare. To ConcludeAs we come to the end of this exploration into the Practices behind M&S’s “Select” dairy farms, it’s clear that the idyllic image painted by polished advertisements and instore sound buttons doesn’t quite align with the grim reality captured on camera. The claims of 100% RSPCA Assured milk and the commitment to high welfare standards are compelling on the surface, but the footage obtained through the investigations raises serious questions. The juxtaposition of M&S’s marketing messages with the alleged mistreatment and apparent disregard for animal welfare standards on their select farms pushes us to reflect deeper—on the transparency promised by retailers, on the accountability of welfare certifications, and on our own choices as consumers. While the outcome of these investigations calls for further scrutiny, one thing remains certain: shining a light on these hidden realities is a critical step in holding companies accountable for the promises they make. As the dairy industry continues to market an image of sustainability and ethical practices, it’s up to consumers, advocates, and watchdogs to demand truth over rhetoric. What’s next for M&S Select Farms and the standards they pledge? Only time—and continued inquiry—will tell. For now, though, this investigation serves as a stark reminder of the hidden stories that lie beneath glossy labels and branding, urging each of us to think a little harder about where our food truly comes from.  Humane Foundation is a self-funded non-profit organization registered in the UK (Reg No. 15077857) Cruelty.Farm is a multilingual digital platform launched to reveal the truth behind the realities of modern animal agriculture. We offer articles, video evidence, investigative content, and educational materials in more than 80 languages to expose what factory farming wants to conceal. Our intention is to reveal the cruelty that we have become desensitized to, instill compassion in its place, and ultimately educate towards a world where we as humans take compassion towards animals, the planet, and themselves. Copyright © Humane Foundation. All rights reserved. Content is available under the Creative Commons Attribution-ShareAlike License 4.0.
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