British chicken meat to get promotional boost

By Mike Stones

24-Sep-2013 - Last updated on 25-Sep-2013 at 10:07 GMT

Related tags: British poultry council, Meat, Red tractor

Promoting British chicken and the Red Tractor mark is the aim of the new publicity campaign

Tesco, Waitrose and foodservice firms Brakes and Compass are backing a new campaign to promote the British chicken industry and the Red Tractor quality mark, organised by the National Farmers Union and the British Poultry Council (BPC).

The campaign focuses on the revamped Love Chicken recipe website, which aims to encourage shoppers to choose British poultry meat.

Recipes have been donated by the retailers and foodservice firms, together with celebrity chef Cyrus Todiwala and Red Tractor-certified rapeseed oil producer Hillfarm Oils.

‘Their favourite meat’

Caroline Leroux, BPC head of external relations, said: “British consumers know poultry meat is nutritious, wholesome and affordable and they have consistently made poultry their favourite meat. One-in-two meat meals in the UK is poultry.”

Georgina Park, Red Tractor Assurance brand executive, said: “We’re delighted to be involved in the NFU and the British Poultry Council’s new website. It’s the perfect platform to celebrate the quality Red Tractor assured chicken with delicious recipes and cooking tips and show shoppers why you can trust the tractor on your chicken.”

In addition to recipes the website features news about chicken and hygiene tips.