The NFU, British Poultry Council, Red Tractor and some of the UK’s biggest retailers and food-service companies have joined forces to promote the chicken industry and to help promote the Red Tractor mark of quality.

All have thrown their weight behind the new-look Love Chicken recipe website, which aims to encourage consumers to look out for British poultry meat when out and about shopping.

The web site can be found at www.greatbritishchicken.co.uk.

Recipes have been donated by retailers Tesco, Waitrose, celebrity chef Cyrus Todiwala, food service companies Brakes and Compass, and Red Tractor-certified rapeseed oil producer Hillfarm Oils.

British Poultry Council Head of External Relations, Caroline Leroux, said: “British consumers know poultry meat is nutritious, wholesome and affordable and they have consistently made poultry their favourite meat – one in two meat meals in the UK is poultry.

“We’re delighted to work with the NFU and Red Tractor to promote our great British chicken with lots of recipes, hygiene tips and exciting news.”

NFU Poultry Adviser, Chris Dickinson, added: “We are extremely proud that so many organisations and individuals have thrown their support behind the Love Chicken campaign. It’s only right that we shout about the high standards and welfare the industry adheres to in the UK, to produce a world-class product.

“Love Chicken has always been a popular website for food lovers and we hope the extra content kindly provided by our friends will make it even more popular.”

Red Tractor Assurance Brand Executive, Georgina Park, commented: “We’re delighted to be involved in the NFU and the British Poultry Council’s new website. It’s the perfect platform to celebrate the quality Red Tractor assured chicken with delicious recipes and cooking tips and show shoppers why you can trust the tractor on your chicken.”

A series of promotional activities will take place over the next 12 months to promote the site through social media, via its @chickenmeals account on Twitter and its presence on Facebook (www.facebook.com/greatbritishchicken).

Anyone wishing to support the Love Chicken campaign or who wants to provide any recipes for the web,site should email [email protected] or call 02476 858664.