Chicken Production Issues

Assured Chicken Production covers the whole life of the chicken. At a time when consumers are interested in food safety and production issues, but do not necessarily have the time to understand the details, this scheme provides a very simple mechanism of consumer reassurance.

Consumer research shows that there are many misperceptions about the way that chickens are raised. This scheme hopes to find a constructive and positive mechanism to address these issues.

By showing that the chicken industry understands and responds to consumer concerns, a trusting and continual dialogue can be built.

Assured Chicken Production is committed to continual improvement of standards, aiming to lead rather than just respond to current legislative requirements. This ensures the consumer always gets the best possible product and can benefit from the high level of investment that companies meeting these standards have made in their production techniques.