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Eat. Sit. Suffer. Repeat.
Our polling found that a whopping 69% of UK adults think that supermarkets should improve meat chicken welfare as part of their sustainability goals.*
Supermarkets are falling behind
Over 200 food companies have signed up to the Better Chicken Commitment across Europe. In the UK this includes fast food restaurants like Burger King, KFC and Nando's, yet the supermarkets are lagging behind with only M&S and Waitrose fully committed.
In a landmark move, M&S will switch all their fresh chicken to RSPCA Assured, meeting the commitment next year, four years ahead of time.
Tweet the supermarkets now and ask them to fully commit, just as M&S have.
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Support from Chris Packham
Want to do more? Please sign our change.org petition, backed by Chris Packham, and ask the supermarkets to stop selling suffering.
The Better Chicken Commitment
The Better Chicken Commitment has encouraged big players to sign up and improve chicken welfare across the UK and Europe.
But, there are still a number of businesses that aren't convinced that intensively reared meat chickens suffer from growing fast.
The sad truth about meat chickens today
We commissioned a trial looking at fast-growing breeds compared to a slower-growing, higher welfare breed of chicken.
The results are conclusive - genetics of these fast-growing chickens fail to safeguard welfare to such an extent that many birds could be considered as having a life not worth living.
Watch our chicken trial documentary
Cost over care, what our chicken report shows
Mortality
Mortality (including culls), lameness and hock burn were all significantly higher for the fast-growing breeds.
Wooden breast and white striping
The fast-growing chickens suffered significantly higher incidents of wooden breast and white striping.
These are diseases of the breast muscle which can cause pain, as some of the muscle fibres die while the chicken continues to grow.
Overeating
The fast-growing breeds spent significantly more time sitting and eating, particularly towards the end of their life while the slower-growing breed remained active.
Unable to live like a chicken
The fast-growing breeds spent notably less time perching and had trouble doing so, despite trying to. This is likely because of their size.
Why chicken production needs to change
Slower growing over fast-growing
We found significant inefficiencies in standard meat chicken production. It's clear that fast-growing breeds suffer from poor health and welfare due to their genetics.
Legislation is needed to safeguard the welfare of chickens must be implemented.
Cheap chicken
If issues such as mortality, lameness and downgraded carcasses due to poor meat quality (wooden breast and white striping) were taken into account, it would have a considerable impact on the cost of cheap chicken.
The price of chicken is kept artificially low because these issues not being addressed adequately.
Environmental impact
As well as being ethically questionable, the wastefulness of the industry brings into question just how environmentally sustainable standard production is.
Slower-growing higher welfare breeds should replace fast-growing breeds.
Chickens should be able to behave like chickens
Chickens aren't inanimate objects, they're sentient beings. It's far more important to ensure the way they're raised is to the highest standard as possible.
Big name brands who have already signed
