Retailers Flock To Promote Quality-Assured Chicken

by 5m Editor
28 August 2007, at 8:11am

IRELAND - About 400 retail outlets are taking part in a nationwide campaign to encourage consumers to look for the Bord Bia quality mark when buying chicken.

The poultry industry, along with Bord Bia, yesterday launched the inaugural campaign to increase public awareness of the quality assurance scheme.

A recent Bord Bia tracking study undertaken by Milward Brown IMS with 1,200 grocery shoppers showed that origin is a major influence when it comes to buying chicken.

Eight out of 10 shoppers surveyed indicated a preference for chicken with the Bord Bia quality mark.

The Irish consumer on average will eat 29kg of chicken a year.

About 65% of all chicken is purchased at retail level with the remaining 35% consumed in the food service sector.

Source: Irish

5m Editor