Published 24/01/2009

Higher welfare chicken sales continue to soar, despite the credit crunch and misleading supermarket labels. Now we are asking you to vote on the most misleading chicken label in UK supermarkets.

A survey commissioned by Compassion in World Farming reveals that, between December 2007 and December 2008, free-range chicken sales alone have grown by 35 per cent. Sales of higher welfare chicken meat (including higher welfare indoor systems) have grown by 42 per cent.

Results showed that sales of standard fresh chicken have been decreasing steadily over the last year. In December 2008, consumption of standard chicken (by volume) dropped by 11 per cent compared to the previous year.

Furthermore, at Tesco's in December 2008 the sales value of standard chicken was 55 per cent lower than in the corresponding period in the previous year.

The TNS figures clearly show that consumers care about animal welfare and are ready to pay a little bit more for it, even during our difficult financial times. However, 82 per cent of fresh chicken meat still comes from chickens farmed indoors in intensive systems. Labels which sell factory farmed chickens disguised as "natural" or "farm fresh" products can trick consumers into buying poor welfare meat.

Hugh's Chicken Out! launches poll for worst label

Compassion have joined Hugh Fearnley-Whittingstall and the Chicken Out! campaign to launch a new initiative to ensure honest labelling.

Since 2004, eggs boxes have had to be labelled with the egg production method. This has lead to a move away from caged eggs by consumers. We think this scheme should be extended to chicken meat.

The Great Label Debate will be launched on Monday 26 January and will give you the possibility to vote the worst chicken label among a selection from UK food retailers. The voting system will be web based and available on www.chickenout.tv. Voting will close on 1 February 2009.

We believe that farm animals should not and need not suffer

If you agree, please support us today. Getting more and more consumers to switch to free range chicken is just one of the things that our supporters have helped us achieve so far. Your donation could help end all forms of farm animal cruelty and help us stop factory farming in its tracks.

We receive no government funding so rely entirely on the generosity of our supporters to prevent cruelty to farm animals all over the world.

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• the welfare of meat chickens
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