Four years after he took the poultry industry to task in an animal welfare exposé, Jamie Oliver has buried the hatchet with the sector - and is putting his name to a range of fresh chicken products produced by industry giant Moy Park.
The new Jamie Oliver range comes in three variants: Empire Roast Chicken with Bombay potatoes and an Indian-style gravy (rsp: £9.99) Finger Licking American Barbecue Chicken (rsp: £6.99) and a Jubilee Chicken Casserole (rsp: £5.99) and will go on sale in June or July, pending listings with the mults.
Moy Park brand marketing director Andrew Nethercott said the company had worked with Oliver on the products for about a year. Chicken used in the range was sourced from enriched welfare indoor systems with windows, which gave chickens more light than conventional indoor rearing systems, he said. Oliver’s decision to work with a major mainstream poultry supplier such as Moy Park was a clear endorsement of its leading position in animal welfare, he added. “It sends out a strong message to consumers that poultry and the farming practices associated with the sector are sustainable and higher welfare.”
New products would be added to the range in the autumn, and Oliver had committed to using his books and TV shows to inspire new products, said Nethercott. “This is Jamie making his mark in poultry and it’s for the long term.”
Oliver said he was pleased to work with Moy Park. “We’ve used the finest ingredients to inspire people to get stuck in and enjoy simple, delicious and affordable food,” he said.
Last year, Oliver launched a Christmas turkey kit with Kelly Turkeys, which was sold in Morrisons. In 2008, Jamie’s Fowl Dinners on Channel 4 shone a light on the “graphic reality” of poultry farming.