A campaign to boost the profile of chicken has got off to a flying start, claim organisers.
A number of leading industry organisations teamed up to create British Chicken Marketing last year to promote British Quality Chicken.
The levy funded initiative has already attracted support from Grampian Country Foods Group and PD Hook Hatcheries as well as the British Poultry Council
and NFU, and BCM is hoping to gain further industry support.
It said Christmas had proven a huge success and the campaign has also been backed by celebrity chef Brian Turner.
The group is developing a programme of recipes, competitions and sponsorship deals, as well as PR activity.
Charles Bourns, chairman of BCM, said: “The campaign will build understanding of the little red tractor and what it means.”