Home » Devonshire Red News » South West Farmers Respond To Consumer Demand
South West farmers respond to consumer demand
for higher welfare chicken
Leading South West poultry producer Lloyd Maunder Ltd. has announced that it is producing record numbers of chicken in higher welfare systems, and that Freedom Food labeled chicken will soon be the biggest part of its production as it responds to unprecedented market demand.
The company, which is part of the 2 Sisters Food Group, worked with both Jamie Oliver and Hugh Fearnley-Whittingstall on the making of their respective Channel 4 programs broadcast in January, which put a spotlight on chicken production in the UK.
Lloyd Maunder has confirmed that since the programs were aired, demand for chicken reared to higher welfare standards has grown at a record rate.
“The programs literally turned the poultry market on its head,” says Andrew Maunder, commercial director at Lloyd Maunder Ltd. “Five months down the road and consumers are still choosing higher welfare chicken products, and we've been working hard with our local farmers to increase production to meet that demand.
“In the next two months our indoor reared Freedom Food labeled chicken is going to become the biggest part of our production. We've always led the way in pioneering higher welfare systems, and it's gratifying to see the market remain firm after our farmers have responded to consumer demand.”
Lloyd Maunder's Freedom Food labeled chicken are reared indoors to standards defined by the RSPCA and independently audited. The chicken must be a slow growing breed such as the company's own Devonshire Red. They enjoy an enriched environment with more room and stimulation, including perching, straw bales and toys to encourage natural behavior.
In January Lloyd Maunder was producing 75,000 chicken under the Freedom Food scheme each week, which represented 15 per cent of its total output. By August it will be producing 250,000 chicken per week under Freedom Food, which will represent 39 per cent of its total output and a 330 per cent increase in just seven months.
The company has only been able to increase production of Freedom Food labeled chicken so quickly because South West farmers have taken such prompt action to convert to the higher welfare system.
“Our farmers' response has been great,” continues Andrew Maunder. “The change in the market has been unprecedented, yet our farmers have acted quickly to deliver what the consumer wants.
“By working closely with our farmers, retail customers and the RSPCA we are producing an indoor reared Freedom Food labeled chicken that's affordable. This means consumers can buy chicken reared to higher welfare standards even if they're on a budget. This underlines the importance of welfare to British chicken farmers, and our commitment as a leading producer to supply our customers with what they want.”
The chicken are processed at Lloyd Maunder's plant in Willand, near Cullompton, and then retailed through major supermarkets in the region and nationwide.
In January this year specialist poultry - including Freedom Food, free range and organic - accounted for 60 per cent of the Lloyd Maunder's total output. By August this will have reached 70 per cent and growing. 2 Sisters Food Group, which acquired Lloyd Maunder Ltd. in January, recently announced a £5.5 million investment plan to increase the company's production and establish it as a regional centre of excellence for specialist poultry production.
For more information about Lloyd Maunder's Freedom Food labeled chicken products – where they are sold and how they are labeled - visit www.devonshirered.co.uk.
Lloyd Maunder is currently looking for more farmers to produce chicken for it in the West Country region. To find out more call Lloyd Maunder on 01884 820534.
ENDS
For more press information contact Veronica Newport on 01363 866927 or email veronica@n-pr.co.uk.
Notes to editors:
Lloyd Maunder Ltd. was the first to pioneer free range chicken production for the retail market in 1996 and then, in 2000, was awarded the first license to produce organic chicken under the Soil Association symbol. It developed a slow growing breed called The Devonshire Red which is especially suited to these higher welfare systems and in 2004 introduced it to Freedom Food approved farms.