Celebrity chef launches competition to design Tesco chicken label

Celebrity chef Hugh Fearnley-Whittingstall’s Chicken Out! campaign has launched a new competition inviting consumers to design a new label for Tesco’s standard chicken.


Following the broadcast of Channel 4’s “Chickens, Hugh and Tesco Too” the Chicken Out! Campaign held a week-long poll to find which top UK supermarket had the most misleading chicken label.


The www.chickenout.tv poll gave visitors current examples of chicken labels from five of the UK’s leading supermarkets to choose from. Over 75% of the almost 10,000 votes went to “Supermarket 2” – later revealed as Tesco.


Now the campaign run by Mr Fearnley-Whittingstall and Compassion in World Farming is asking consumers to come up with the label which they think Tesco should be using in order not to mislead its customers.


The competition is open until 23 February and the winning entry as judged by a panel including Mr Fearnley-Whittingstall will be presented to Tesco at the end of this month.


“Since Tesco ‘won’ our most misleading label poll with over three-quarters of all votes, we want the public to propose what they should put on the label,” says Eloise Shavelar, Chicken Campaign co-ordinator for CIWF.


“Many supermarkets are using packaging that include meaningless descriptions and images representing the outdoors that could imply chickens live a healthy, outdoor life. Clear and honest labelling will ensure shoppers know the conditions in which their chicken was produced and make it easier to choose higher welfare alternatives.”


Since 2004, eggs boxes by law must be labelled with the production method and this has led to a move away from caged eggs. “We believe this scheme should be extended to chicken meat.”

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