More people than ever before believe it is very important for their chicken to be British, according to MORI research for British Chicken Marketing.

Some 37% of those surveyed agreed with this and 20% said they actively looked for the Red Tractor on packs when they bought chicken. That compares to 35% and 18% respectively when the study was last done in 2004.

"We still have a long way to go, as there is a lot of confusion about what the Red Tractor stands for," said BCM and NFU poultry board chairman Charles Bourns. "We need to drum home our message and enable consumers to make informed choices about the chicken they buy."