British Chicken Marketing has unveiled new plans to relaunch the website to continue promoting the importance of British producers and the Red Tractor Logo.

The updated website will be run by the BCM Company with the assistance of the NFU and will work closely with Assured Food Standards.

Charles Bourns, chairman of the NFU Poultry Board, and Rob Newbery, NFU chief poultry adviser, will work together with producers and retailers to support the campaign.

"We are hoping to gain financial support by approaching producers to try to fund British Chicken Marketing (BCM) ourselves, as much as possible. It's important to promote our product and the Red Tractor Logo," said Mr Bourns.

One big retailer has already pledged to support the BCM campaign and it is hoped more will follow.

The market place had changed in recent times due to farm assurance schemes like

Freedom Foods, and the credit crunch had also had affect on consumers, he said.

Ideas for the future could, therefore, be recipes advising consumers on how to get the best out of their chicken or competitions to attract users to the site, as well as seasonal or topical in-store campaigns, and promotions he said.

"I appreciate we are asking our producers to contribute, but we want to make every pound work as hard as it can to support them and British chicken, whether they are producing conventional, free range or organic," he added.