3 minute read
At Dryrobe®, our mission has always been about more than just the kit we make. It’s about protecting the places we play and the life that inhabits them. Often, that means looking beyond our own supply chain at the broader systems we’re a part of, including our food.
Right now, meat and dairy labels in the UK can be misleading. Idyllic images of animals in green fields and vague terms like "farm fresh" or "all natural" often mask the reality: most UK farmed animals are raised in intensive systems. We believe you deserve the truth about where your food comes from so you can make educated decisions.
We are standing with Compassion in World Farming (CIWF) to help secure mandatory method-of-production labelling for meat and dairy in the UK.
We have pledged to contribute to a £65,000 match fund. This means for every pound donated by the public to CIWF’s appeal, our contribution (alongside other visionary donors) helps double that impact. Our goal is to help CIWF reach their £130,000 target to drive the legislative change needed for honest labelling.
Why Labelling Matters
We’ve seen it work before. When egg labelling became clear, the share of eggs from cage-free hens in the UK jumped from 20% to 87%. Honest labelling empowers consumers to drive animal welfare standards higher just by doing their weekly shop.
This initiative hits home for our founder, Gideon, whose personal support for animal welfare has long influenced our values. But we aren't just talking the talk externally; we are changing how we operate at Dryrobe® HQ.
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Plant-Forward Catering: From 2026, Dryrobe® is moving to a vegetarian-only strategy for all company-provided food, including free lunches and events.
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Dairy Alternatives: We now consistently provide alternative milks (oat, almond, or soy) alongside standard dairy in our office.
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Direct Action: Supporting this shift, Dryrobe® has made a £5,000 donation to CIWF to support their ongoing campaign to ban cages for farmed animals.
Transitioning toward a plant-based diet is one of the most significant changes we can make for the planet and animal welfare. Whether it’s through the gear we build or the policies we support, we’re committed to being a positive force.
Quote from Head of Compassion in World Farming UK, Anthony Field, below;
“We’re thrilled that Dryrobe® has made a generous gift to support our honest food labelling work. Alongside this financial support, their practical steps—like offering alternatives to meat and dairy—show how businesses can help build a more humane and sustainable food system.”
Quote from Gideon, Dryrobe® CEO & Founder :
“I know, people often don't like change. It is what we are all about at Dryrobe®, and sometimes smaller switches can lead to lasting change that improves lives. If you think about what you are doing, day to day, it's more often a habit than a conscious decision. As a company, it's in our best interest to be a force for good, and we need to ensure we reduce our impact wherever we can.”
"Man's inhumanity to man is only surpassed by his cruelty to animals." George Bernard Shaw
Published on April 01, 2026
