Demand for this premium chicken has been steadily growing over the last few years, but climbed steeply during lockdown. Rod Adlington explains why people are seeking out local quality produce at this time...
Star Supplier - Label Anglais
What is Label Anglais chicken?
Label Anglais is a brand of chicken that is consistently high quality, high-welfare and completely transparent in all areas.
What makes it different to other chicken?
Most chicken is fast-growing Ross breed. We use the slow-growing Hubbard breed, related to a rare breed, the Cornish red. We rear them to 72 days minimum, usually 80, whereas most other chicken are 35 or 55 day maximum. We also provide them with a feed that is free of food waste, with added apples and oats.
Tell us about your chicken welfare?
We include a lot of space for each bird, which are free range during the day. They are a minimum 72-day reared, and we give them as natural a feed as possible which includes whole oats and apples in the diet. The birds are free range but put away in large sheds at night to protect from predators and the weather. They have food and water 24/7.
What awards has Label Anglais won recently?
The brand has been awarded the Gold Award from ‘Compassion In World Farming’ for its welfare standard and ongoing sustainability. It also won a coveted gold star in 2019 at the Great Taste Awards.
Label Anglais was recently in the ‘Daily Telegraph’ and ‘Daily Mail’ – can you tell us what that was about?
A journalist took it upon himself to select a range of the most premium chickens with high-welfare standards that he could find; without our knowledge he conducted his own taste tests and validation. To our delight, Label Anglais came out on top. This was for the best flavour and eating quality, best value for money and not needing the organic badge to ensure the high welfare ‘bit’.
How popular is Label Anglais chicken?
It has a loyal following and we sell consistently every week. We started with 300 birds per week in late 2016 and are now increasing to 2400 birds a week. What’s important to us is consistent sales every week and great customer feedback. During lockdown, chicken sales went sky high; we were just part of the huge desire for white meat. But I do have an idea that during times of recession or uncertainty people will seek out premium and quality. Not sure why it happens, but there is definitely a trend there.
What’s the best way to cook a Label Anglais chicken?
Smear the skin with a bit of butter and maybe garlic, salt and pepper. Cover in tinfoil and slow roast at 180C for about one hour and 20 minutes. I still advocate roasting upside down as this definitely improves the moisture within the breast meat. Always turn the bird back over though for the final ten minutes with the tinfoil off to crisp the skin.
Has Covid-19 affected you or your produce in any way?
Yes, it has been a very busy period. People shopping local, seeking out premium and also having the time to be more enquiring about where their food has come from and why.
Find Label Anglais chicken breasts, drumsticks, thighs, lemon & parsley goujons and schnitzels, as well as whole birds at Your Co-op Food Markets in Bidford-on-Avon, Bourton on the Water, Broadway, Moreton-in-Marsh and Winchcombe.
£2 off Adlington Label Anglais chicken range (excluding liver and drumsticks)Login to print your vouchers
Friday 7th August – Thursday 3rd September 2020. Visit Your Co-op Food Market in Bidford on Avon, Bourton on the Water, Broadway, Moreton-in-Marsh and Winchcombe, give the cashier the voucher and receive £2 off. T’s & C’s apply.