Led by the University of Bristol, it aims to share knowledge and best practice with farmers and food businesses to increase the proportion of animals farmed to high-welfare standards.

Funded by the Farm Animal Welfare Forum and Tubney Charitable Trust, the initiative has been developed with scientific support from the Bristol Vet School and the Royal Agricultural University and is an alliance of five experienced and trusted higher welfare assurance schemes. They comprise the Soil Association (UK), RSPCA Assured (UK), Beter Leven (NL), Global Animal Partnership (USA) and SPCA Blue Tick (NZ).