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Hugh Fearnley-Whittingstall challenges Britain's chicken consumption, in an attempt to encourage the nation to choose free-range produce. In the first episode, he opens up his own intensive poultry production unit and a free range unit for comparison.
Hugh Fearnley-Whittingstall's plan to change the way consumers buy poultry is given the support of Jamie Oliver, as the residents of Millwey are given a shocking demonstration of how badly cheap birds can be treated in a purely commercial setting. The effect of different conditions is exposed with the comparison of Hugh's 2,500 rapidly growing chickens and their 1,500 free-range neighbours.
The residents kill, cook and eat the chickens some have come to regard as pets. Meanwhile Hugh Fearnley-Whittingstall attempts to persuade Axminster shops, supermarkets, pubs and restaurants to supply only free-range poultry. His ambitious plans are not helped by allegations he is only engaging in the campaign to increase his own business's sales.
Hugh Fearnley-Whittingstall faces his greatest challenge yet, taking on Britain's biggest supermarket, Tesco, in an audacious attempt to change the company's animal welfare policy from the inside by becoming a shareholder.
