The initiative comes at a time when the broiler industry is under increasing media and consumer scrutiny over the welfare and fast-growing nature of birds produced for the retail market.
The traditional French crossbreed is bred and raised by Poultry with Pride right through to slaughter, on the farm. They are reared in small batches where they are free to express their natural habits and graze on herbal lays. No antibiotics are used on the birds.
Dry plucked and hung to improve texture and flavour, the birds will retail at £9.50/kg and be sold in Walter Rose and Son’s butchers shop in Devizes from next month (September).
Gwen Phillips, who runs Potterne-based Poultry with Pride, said: “We’re excited to have these very special chickens on sale in Devizes and at such an iconic butchers. It is important that everyone knows about how chickens should be raised.”
Charlie Cook, who co-runs Walter Rose and Son with his brother Jack and father Steve, said the firm supported farmers by selling their meat, including these chickens, to offer their customers the best possible local produce available.
“We are always looking for new ways to offer something unique for the community. The Guardian reported last week that chickens are becoming the world’s most popular meat, so we would like to remind people what it should taste like.”