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In 2008, Hugh Fearnley-Whittingstall took on the supermarkets, the poultry industry and the residents of his local town when he tried to change Britain's relationship with its favourite meat - chicken. As supermarkets nationwide sold out of free range chicken and the poultry industry rushed to cope with the demand for higher welfare birds, supermarket giant Tesco seemed reluctant to talk to Hugh.
Frustrated by their total ignorance to the free range revolution Hugh buys a single share in Tesco and attempts to change Britain's biggest retailer - from the inside. While Hugh tries desperately to persuade the big gun shareholders to join him, Tesco mount a counter offensive placing an extraordinary number of obstacles in Hugh’s path. Eventually though he gets his first on-the-record meeting with Tesco and tries to broaden his power base by engaging with those who have previously seen him as an opponent.
Will he be able to alter the buying power of this mass retail giant and improve chicken welfare for good?... Read more.