Assured Pure

What Assured Pure means

Assured Pure is Broody's breed-purity assurance for hatching eggs. Buying pure-breed eggs online has always taken a leap of faith, because nobody can verify lineage from a listing photo. When a listing carries the Assured Pure badge, the breeder has:

• Declared the breed and its purity in writing - their own declaration, which you can read on the listing before you buy.
• Shown their evidence - photos of the parent birds, eggs to the breed standard, or breed-club records, attached to that declaration.
• Staked £2 on every order - taken from the seller's own payout, never added to your price. It is a small, public commitment that costs a straight seller nothing and meaningfully bites for one who isn't.
• Accepted the consequence - misrepresenting breed purity is grounds for suspension from Broody.

In return, Assured Pure listings rank above standard ones in search, and buyers can filter for them.

How a seller earns the badge

• It is opted into per listing, and only for pure-breed or rare-breed listings. There is no application and no waiting list.
• The seller writes a declaration and attaches their supporting photos when they create or edit the listing.
• A listing whose title or description claims purity ("pure-bred", "from pure lines") has to be Assured Pure before it can be published: an explicit claim needs a declaration behind it. A rare-breed listing is invited to opt in, but never required to.
• The £2 stake is deducted from the seller's payout on each Assured Pure order, on top of Broody's commission.

Sellers can see the exact arithmetic, including a worked example, in the seller agreement.

What it covers

• The breed and lineage as the seller declared them.
• The evidence shown on the listing, which you can open and enlarge.
• The seller's standing: a breeder who is Assured Pure across their listings shows as an Assured Pure breeder on their shop page.

What it does not guarantee

• It is not an independent inspection, DNA test or pedigree certificate. Broody does not visit the birds; the badge is the seller's commitment.
• It says nothing about fertility, hatch rate, sex ratio or show quality. Hatching is a partnership between the breeder's stock and your incubation, and posted eggs carry their own risks whatever the breed.
• It is about the breed, not the delivery. Damaged or missing eggs are handled from your order page for every listing, Assured Pure or not.

If something is wrong

The breed only shows once the chicks have hatched and grown on, weeks after the eggs arrived, so raise it when you know. If the birds are plainly not the breed you were sold, message the seller from your order page, with photos. Good breeders want to hear it and will sort it out with you. A seller shown to have misrepresented purity is suspended from Broody, with the reason on their record.

Where you will see it

• The gold Assured Pure badge on listing cards, listing pages and breed pages. Tap it to read the declaration and see the evidence.
• An Assured Pure breeder line on a seller's shop page.
• The Assured Pure filter when you browse.

Questions people ask

Is Assured Pure a guarantee that my chicks will be pure-bred?

No. It is the breeder’s declaration, backed by their evidence and their stake, not an inspection or a DNA test by Broody. It tells you the seller has put their name and money behind the breed, which is far more than a listing photo ever did.

Does Assured Pure cost buyers anything?

Nothing. The £2 stake comes out of the seller’s payout on each Assured Pure order. It is never added to your price.

Can any listing be Assured Pure?

Only pure-breed and rare-breed listings. A seller who describes eggs as pure-bred has to back it with Assured Pure before the listing can go live; a rare-breed listing is invited to, but not required.

What happens if a seller misrepresents purity?

Message the seller from your order page, with photos once the chicks are old enough to show it. Good breeders want to know. A seller shown to have misrepresented breed purity is suspended from Broody, with the reason on record.

Is this the same as a verified seller?

No. Every seller on Broody is identity-verified before they can list. Assured Pure is a separate, per-listing commitment about the breed itself.