An industry-owned website encouraging UK consumers to buy British chicken, www.greatbritishchicken.co.uk, has been updated and won the support of various players in the local food supply industry.

The country's National Farmers Union, the British Poultry Council, quality mark 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 Red Tractor. All have given their support to the new look of the Love Chicken recipe website, which aims to encourage consumers to look out for British poultry meat when shopping.

Recipes have been donated by retailers Tesco and Waitrose, celebrity chef Cyrus Todiwala, food service companies Brakes and Compass, and Red Tractor certified rapeseed oil producer Hillfarm Oils. "We are extremely proud that so many organizations 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 standard 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 appealing."