A pan-industry effort to raise awareness of British chicken among consumers is under way, with a relaunch of the Love Chicken website.

Run by the NFU, the British Poultry Council and Red Tractor scheme, the website majors on chicken-based recipes, with the aim of encouraging consumers to look out for British poultrymeat when shopping.

It also includes advice on cooking and handling fresh poultrymeat, with a particular emphasis on countering campylobacter. And it hosts video profiles of two well-known poultry farmers: David Speller from Derbyshire and Nick Bragg from Somerset.

Some of the UK’s biggest retailers and foodservice companies have thrown their weight behind the new-look website, with recipes donated by Tesco, Waitrose, Brakes and Compass.

“We are extremely proud that so many organisations and individuals have thrown their support behind the Love Chicken campaign,” said NFU poultry adviser Chris Dickinson. “It’s only right that we shout about the high standards and welfare the industry adheres to in the UK.”

A series of promotional activities will take place over the next 12 months to promote the site through Twitter (@chickenmeals) and Facebook (www.facebook.com/greatbritishchicken).

Anyone wishing to support the Love Chicken campaign, or who wants to provide any recipes for the website, should email lovechicken@nfu.org.uk