Before intensive farming techniques took over in the 1970s, chicken meat had more flavour and texture, and was considered a luxury. For some time, most chicken meat sold has ranged from tasteless (and possibly dangerous) to just edible. However, more recently, consumer agitation has gradually changed the industry, and more humanely farmed chicken is finding its way onto the market. A chicken that scratches around for its food is a happier, healthier animal than a battery bird, and yields more flavoursome and better textured meat. You can now buy free–range, open–range, corn–fed and organically farmed chickens in most outlets.