Restaurants and fast-food outlets using products that guarantee the welfare of animals are to be recognised by a new set of awards from the RSPCA.
Research by MORI for the animal welfare society found 76% of people would avoid a restaurant with poor animal welfare policies.
Nearly a third (32%) of customers were concerned about using meat and eggs from countries that had lower standards than the UK.
Richard Johnson, presenter of the BBC's Full on Food, and one of the judges, said: "People these days want to know more about their food. And they want to know how it got to their plate. That means restaurants and fast food outlets labelling more clearly, and selling the fact that they're interested in the welfare standards of animals purchased for meat."
But John Dyson, food and technical affairs adviser at the British Hospitality Association, said: "These awards won't hold much credibility with our members because there is no-one on the judging panel with a history of food service."