Fresh drive for Love Chicken website

Major food organisations are joining forces to promote the chicken sector’s new-look website and the Red Tractor mark.

The National Farmers’ Union (NFU), British Poultry Council (BPC), Red Tractor and the biggest food retailers and foodservice companies will work together to push the new-look Love Chicken website - www.greatbritishchicken.co.uk - and British chicken meat.

Love Chicken aims to encourage consumers to look out for British poultry meat while shopping, as well as promoting recipes from Tesco and Waitrose. Celebrity chef Cyrus Todiwala and foodservice companies Brakes and Compass have also supplied recipes.

BPC head of external relations Caroline Leroux said the website highlighted general public consensus, that “poultry meat is nutritious, wholesome and affordable and they have consistently made poultry their favourite meat”.

She added: “We’re delighted to work with the NFU and Red Tractor to promote our great British chicken with lots of recipes, hygiene tips and exciting news.”

Meanwhile, NFU poultry adviser Chris Dickinson said his organisation was “extremely proud” to see so many organisations and people supporting the Love Chicken campaign.

“Love Chicken has always been a popular website for food lovers and we hope the extra content kindly provided by our friends will make it even more popular.”

Brand executive for Red Tractor Georgina Park added: “It’s the perfect platform to celebrate the quality Red Tractor-assured chicken, with delicious recipes and cooking tips and show shoppers on why you can trust the tractor on your chicken.”

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