The Devonshire Red Chicken
Chicken as it should be
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Devonshire Red South West campaign
Chicken as it should be - this is how we launched the first Devonshire Red campaign in the South West in May 2007, at the Devon County Show.
The main campaign image was of the Devonshire Red logo ploughed into the red soil of a Devon hill. We wanted to plant it squarely in the landscape in which our chicken are reared, which is on family-run farms in the West Country.
Mervyn Bulled, who rears Devonshire Red organic chicken near Poughill in mid-Devon, ploughed the 50 metre high chicken in just three hours using his father's old competition tractor. It looked great ... until he ploughed it over as part of his organic crop rotation.
We hope the campaign conveyed the essence of The Devonshire Red, which encompasses food integrity, animal welfare, stockmanship and the West Country landscape.
IS WHITE THE NEW RED? In case you're wondering, the 'Red' in Devonshire Red references the colour of the soil in this part of the country - the landscape in which the chicken are reared. Most Devonshire Red chicken are white, though a growing number are a speckly red colour. It's a new breed and we're hoping the red plumage becomes more widespread over time.