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17 Feb 2026

Aviagen Rustic Rowan Accepted under Royal Society for the Prevention of Cruelty to Animals (RSPCA) Welfare Standards and the RSPCA Assured Scheme

Aviagen employee holding chicken

Rustic Rowan joins other Aviagen slower-growing breed options for use under the European Chicken Commitment

EDINBURGH, Scotland. – Aviagen® is delighted that its Rustic Rowan™ breed has been accepted for use under the highly respected RSPCA Assured animal welfare scheme. The Rustic Rowan joins the Rustic Gold to be accredited as a breed which also qualifies for the parameters of the European Chicken Commitment.

Committed to breeding for welfare and sustainability

Various traits are assessed by an independent organization to ensure that only the breeds with the highest welfare outcomes are given RSPCA Assured status.

Aviagen European Director of Research and Development Dr Brendan Duggan explains: “We are proud to add the Rustic Rowan to our portfolio of RSPCA-recognized breeds. As part of our balanced breeding approach, about 1/3 of our selection focus for both conventional and slower-growing breeds is placed on health and welfare characteristics. Aviagen continues to work closely with the RSPCA and other organizations across Europe as we consistently enhance welfare across our entire choice of breeds.”

Offering poultry options for the European market

The Rustic Rowan offers a slower-growing bird with strong welfare characteristics, balanced with excellent levels of production, efficiency and robustness.

“Aviagen is committed to breeding choice for our customers in Europe,” said Patrick Claeys, President of Europe. “The addition of the Rustic Rowan to our breed portfolio strengthens our ability to provide our customers in the region with a good slower-growing option that delivers both welfare benefits and consistent results.”

RSPCA Recognition explained

Kate Parkes, Section Manager of Pigs and Poultry at RSPCA, said: “We welcome Aviagen's commitment to higher welfare chicken production. Developing breeds like the Rustic Rowan, which is now accepted for use under the RSPCA welfare standards and the RSPCA Assured scheme, means a greater number of chickens can enjoy healthier lives, producers and consumers have access to a broader selection of higher-welfare breeds, and society takes a step closer to prioritizing animal welfare for every kind.”