What’s the reaction been from the poultry industry as a whole?
It’s interesting. Initially there was a certain amount of hostility from poultry farmers, because they felt we were exposing their industry, and they felt that they looked like the bad guys. But I’ve always gone to some trouble to say that as far as I’m concerned poultry farmers aren’t the bad guys. Most poultry farmers, off the record, tell me they’d like to reduce the stocking density of their flocks and improve the welfare standards of their birds. But if they do, they simply can’t hit the price points that the supermarkets are setting. But if they come out and say that vociferously, the supermarket won’t buy from them. It’s a difficult position that they’re in. But we have tried to represent them fairly, which was why it was nice to be able to film with Charles Bourns, and hear things from an industry perspective. How has the current financial turmoil affected the campaign? It can’t make it any easier for the campaign, because people see two chickens for a fiver and think ‘that’ll
