The scheme, which has operated in Australia for more than two decades, certifies farms and supply chains that meet the organisation’s animal welfare standards for species including poultry, pork and farmed salmon. These standards are intended to go beyond minimum legal requirements and cover areas such as housing conditions, stock density, environmental situations and handling practices.

Under the rebrand, the term “Certified” replaces “Approved” to better communicate that participating farms and supply chains are subject to ongoing auditing and verification. The updated RSPCA logo also introduces a unified visual identity across all animal protein categories, designed to improve recognition on packaging and food settings.

From a labelling perspective, the transition will occur progressively. During the rollout period, both the existing RSPCA Approved and the new RSPCA Certified marks may appear on product packaging and menus. Businesses participating in the scheme will gradually update artwork and marketing materials until eventually phased out. The updated branding emphasises the verification aspect of the scheme and aims to provide consumers with clearer signals at point-of-purchase in the food labelling landscape.

For food businesses using the certification, the rebrand primarily affects on-pack claims and logo usage. Companies will need to ensure that updated artwork aligns with the new branding guidelines and that any references to the scheme accurately reflect the new terminology. As with the previous mark, use of the logo remains restricted to licensed participants whose products can be traced through certified supply chains.

As the new RSPCA Certified identity rolls out, our MSAC regulatory services can review labelling, sustainability and animal welfare requirements, and brand guidelines to ensure a smooth transition while maintaining compliance with certification requirements.