March 5, 2008

BPC questions validity of chicken buying preference survey
 

The British Poultry Council (BPC) is questioning on the conclusion of a RSPCA survey, which stated a significant consumer preference and buying habits of chicken meat.

The survey conclusion is misleading and is not being reflected in the marketplace, according to BPC executive, Peter Bradnock.

The survey reported that 73 percent of consumers now buy higher-welfare chickens, after learning about the poor conditions in which standard chickens are reared.

The survey also said that 27 percent of consumers would be willing to pay more for higher-welfare chickens, while 90 percent said they buy higher-welfare chickens due to rearing concerns over the meat taste and personal health.

Also, the survey showed that almost 80 percent said animal welfare is a key consideration when buying chickens, while 70 percent said they usually buy higher-welfare chickens.

About three out of four feel supermarkets should only sell higher-welfare chickens, according to RSPCA, which is an animal welfare group.

However, BPC said British chickens sold in supermarkets are reared in accordance to the Red Tractor Chicken Assurance standards, which stresses on high levels of farm hygiene and food safety for consumers, as well as high welfare for chickens.

"The RSPCA's claims about a sudden amazing change in shoppers' behaviour based on its own survey are not borne out by consumers' actual buying decisions in supermarkets," said Bradnock.

He added that free-range chicken sales under the Standards had been increasing steadily last year, even before the poor raising conditions of standard chickens were exposed on TV in January.

Free-range sales in January 2008 are up 35 percent from January 2007, and up 11 percent from November 2007, showing a significant growth trend. Although free-range chicken sales occupy only 6 percent of total UK chicken sales, it is a growing part of the consumers' buying preferences, the BPC concluded.