The Australian Chicken Meat Federation reports that the Cranfield University study found that poultry production, in particular conventionally produced chicken (which in Australia represents the overwhelming majority of chicken sold), is the most environmentally efficient meat. Following chicken comes pork, then sheep and beef meat.

According to the Federation, chicken’s efficiency in converting its feed into meat plays a big part. "This efficiency has been achieved through traditional breeding over dozens of generations and through better matching of feed to the birds’ dietary needs at each stage of their development," states the media release.

Executive Director of the Australian Chicken Meat Federation, Dr Andreas Dubs: “The concept of environmental impact is influencing consumer purchasing decisions at the meat counter more and more. People want to be informed about the environmental impact of various proteins to help reduce their own carbon footprint."

"In the UK, Tesco supermarkets have anticipated this consumer phenomenon and are piloting a new carbon labelling scheme advising the number of grams of carbon or equivalent greenhouse gasses emitted as a result of growing, manufacturing, transporting and storing a product – an interesting step in helping the consumer to take responsibility for their own environmental impact," says Dr Dubs.

According to Dr Dubs, “Not only is chicken nutritious, low in fat and the most affordable meat protein it also has genuine environmental benefits over more expensive meats."