Rhug Estate is responding to increased customer demand for chicken by escalating chicken production on the organic farm. Three new chicken sheds have been erected and chicken production is increasing by 25% a week.
Rhug’s chickens are slow maturing birds that free range on organic pastures for 12 to 16 weeks – that is more than double the amount of time a standard supermarket chicken lives on farm.
Poultry sales in the UK have saw a 9% growth during the first three months of this year, but this has been surpassed by a 27% increase in just the four weeks of April, according to Kantar Worldpanel.com. They conclude that this isn’t a result of excessively big shops and stockpiling large quantities, but by more shoppers making more frequent trips to buy these categories. Poultry saw almost a million more shoppers over the four week period compared with last year and a 17% increase in trips – equating to 11.9 additional store visits. This was reflected in processed meat and poultry which saw 1.1 million more shoppers and 11.2 million more trips. The versatility of poultry has also been a draw for shoppers, with breasts, legs and wings showing strong growth of 35% on last year.
Lord Newborough, Owner of Rhug Estate, said, “Demand for our organic chicken has outstripped supply from our farm, especially from online sales and wholesale customers during lockdown. It is reassuring to see that our customers are buying with their heart as our birds are hand reared in small numbers with plenty of space to roam naturally on rich fertile pastures.”
Lord Newborough is hoping the increase in online poultry sales will continue into the autumn months when thoughts turn to Christmas and the most important meal of the year. It is not too early to order a Rhug Organic Turkey or Goose for Christmas now. If you would like to place your Christmas or Thanksgiving order for a Rhug Organic turkey or goose customers can order by telephoning: 01490 413000 or email: [email protected]
Rhug Estate has no plans to pull back production of its award winning Aberdeen Angus beef as a result of increasing chicken production. Sales of beef remain stable because of its popularity in simple easy-to-cook dishes such as lasagne and spaghetti Bolognese. According to Kantar WorldPanel.com mince has been the strongest performer within primary meat and poultry during lockdown, with volume sales up 42% compared with last year.
Rhug Estate has seen a surge in online customers since the pandemic hit the UK. Rhug’s award winning organic chicken was out of stock for a number of weeks but is now available to buy from the farm shop and from the website: www.rhug.co.uk/shop and customers can have them delivered direct to their door if they live on mainland UK.
At the heart of Rhug is Lord Newborough’s commitment to an organic lifestyle. Rhug Farm is self-contained and a true ‘field to plate’ operation applying the highest standard of sustainability. Rhug is renowned for producing the highest quality meat: beef, lamb, chickens, geese, and turkeys. Lord Newborough puts this down to organic farming methods which embrace the highest animal welfare standards; by not routinely injecting or drenching animals, and handling them all the time, this helps to minimise stress and a happy animal produces the best quality of meat.