A new breed of chicken is strutting round South West poultry farms, developed and introduced by Lloyd Maunder to bring back the flavour of chicken as we used to know it, with characteristics ideal for free range and organic rearing methods.

A slower growing breed with many traditional characteristics, (The Devonshire) as it has been named, quickly showed in trials that it is naturally more vigorous, leading to a more active and healthy bird. These characteristics encourage the birds to roam more and show natural foraging behaviour, scratching, preening and dust bathing, allowing them to lead a more active, full and enriched life. The result is an improved flavour and texture, immediately noticed by customers.

"The 46 farmers who are rearing these chickens take a great deal of care over their birds and are probably the best stockmen in the country," said Andrew Maunder, the company's commercial director.

Sainsbury's have begun to promote the Devonshire breed strongly in their stores throughout the country.

"We can't sit still for a moment," said Mr Maunder. "I want people to know that they can depend on us to produce the best under the best conditions. We are marketing these birds with pride as a top quality Westcountry food product that is well worth paying a little more to enjoy."