Chicken's back on the agenda for the British public. If you're still confused about what you're buying then here's what you need to know
It wasn't that long ago that the indomitable British character was attributed to a passion for beef. Today chicken rules our dietary roost and whether it's tandoori, jerk, satay or southern fried, every year we eat thousands of tonnes worth.
To put it into context, we are the largest producer of chicken in Europe with more than 800 million birds. That's about 13 birds for each person. In 2008 Hugh Fearnley-Whittingstall and Jamie Oliver shocked chicken-eating Britain when they shone a spotlight on just how we satisfy our cravings with highly intensive, low welfare cheap chicken.
We're may now be more familiar with terms like standard, free range and organic, but how many of us really know what they mean? Chicken labels are a sophisticated mixture of guidance and marketing. Often detailed information about the farming method or animal welfare will be summed up in just a logo.
So whether your weekly shop is controlled by how far your wallet can stretch or by a belief that you are buying the best, then to know your birds you have to know your labels.
Find out about Hugh's latest chicken labelling campaign
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