Hertfordshire egg farm clinches national free-range environmental award
Pairing modern, high-performing production with a culture of environmental care and responsibility has helped a progressive free-range system to clinch the Environmental & Sustainability award at the annual British Free Range Producers Association’s awards.
Sally Farm, a free-range producer for Noble Foods, based at Helperby, Hertfordshire, took the award with judges impressed by the clear sense of purpose behind the operation.
Advanced egg packing technology
Significant investment has been made to future-proof production, including the introduction of advanced packing technology that streamlines egg handling and stacking, saving time, reducing manual strain and improving efficiency for the team.
Each poultry house is run through bespoke control systems, allowing precise oversight of key variables such as humidity, temperature, feed consumption and water intake. This level of monitoring supports flock health, optimises conditions and enables early intervention if required.
“Having this level of data means we’re not relying on gut feel alone,” said farm manager Shannon. “We can see what’s working and what needs changing. Being able to trial small adjustments on one flock and compare the results in real time helps us make confident decisions that genuinely improve performance, welfare and consistency.”
Welfare of the hens
Technology plays a meaningful role in welfare, too. Included in the design is a welfare-friendly perch system that supports hens’ natural behaviour while proactively reducing red mite pressure.
This approach lowers reliance on preventative treatments and improves bird comfort – an example of how thoughtful adoption of technology can reduce parasitic challenges while supporting welfare outcomes.
Stewardship of their environment, and biodiversity
Yet technology is only one part of Sally Farm’s identity. Equal emphasis is placed on the wellbeing of the hens and the stewardship of their environment. Beyond the poultry houses, the team continues to invest in biodiversity and habitat creation with a programme of tree and hedgerow planting, natural foraging zones, insect hotels and wider ecological enhancements.
These initiatives encourage a richer ecosystem, support soil health and promote beneficial insect activity, all contributing to a more resilient and nature-positive farming environment.
Guiding ethos
Underpinning all of this is the farm’s guiding ethos, known as SWERVE, a set of values covering sustainability, welfare, environment, research, visitors and education. These principles are recognised and lived by the team, functioning as a framework that shapes decisions and priorities every day. Importantly, SWERVE is not a top-down concept – it is embraced collectively and seen as central to the farm’s identity.
A team effort
Although the owner set the vision for Sally Farm, achievements to date are very much a team effort. The operation is built around shared responsibility, with individuals taking ownership across flock care, environmental development, operations, packing and logistics.
The BFREPA award is viewed not as a personal accolade but as recognition for the group and for the culture they have created together.
Sustainability in free-range systems
For the wider industry, Sally Farm offers a relevant case study in integrating sustainability into commercial free-range systems. Environmental measures are designed into the business model rather than added as extras. Welfare is seen as integral to performance.
Investments are future-focused, supporting resilience as well as efficiency. While farms operate at different scales and with different resources, the underlying principles on display here – culture, environmental design, thoughtful technology adoption and team engagement – offer practical value for any producer evaluating their own sustainability journey.
Avril Ritchie, national performance manager at Noble Foods, praised the team’s achievement: “Sally Farm’s win is thoroughly deserved. The team continues to set high standards in welfare, performance and environmental responsibility, and they approach improvement in a practical and measurable way. What’s particularly impressive is their willingness to test, learn and share insight. It reflects a culture that doesn’t settle for ‘good enough’ but always looks for better.”
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