Australians consume more chicken than any other meat, with an average of 55kg per person each year – nearly double the amount of pork, the second most popular meat. Chicken remains relatively affordable, with prices increasing only 20% since 2010, compared to beef (80%) and lamb (40%).
Understanding the Labels
Supermarket shelves feature a range of labels, including RSPCA-certified, free-range, organic, and claims like 'hormone-free'. Professor Stephen Walkden-Brown, interim director of Poultry Hub Australia, explains that the main differences are driven by consumer preferences for chicken welfare. 'It’s a personal preference about how you think chickens should be raised,' he says.
According to José Quinteros, a lecturer in poultry health at the University of Sydney, there is no evidence that production methods affect taste. April Broadbent, a campaigner for Better Chicken Australia, notes that some labels are misleading. 'It’s illegal to import fresh chicken meat into Australia … Slapping “grown in Australia” on fresh chicken in the supermarket is just marketing, because it’s all grown and produced in Australia,' she says. Walkden-Brown adds that hormones have not been used in Australian chicken meat for over 60 years.
RSPCA-Certified
About 90% of Australian chicken meat producers are RSPCA-certified, making it the most common scheme. These standards exceed those of the Australian animal welfare standards and guidelines for poultry (2022) and the older model code of practice (2002). Requirements include minimum litter depth and light/dark periods. Melina Tensen, senior scientific officer at RSPCA Australia, says litter is important for comfort and natural behaviours, and light cycles affect circadian rhythms. 'Once you throw the RSPCA standards in, you can be pretty confident, if you’re buying commercial chicken meat in Australia, that it’s a quality product produced ethically,' Walkden-Brown says.
Free Range
Free range is a voluntary certification, the second most common for chicken. It means chickens have outdoor access but are mainly raised in barns. Unlike free-range eggs, there is no legal definition for free-range meat. Broadbent advises looking for third-party certifications like RSPCA-Certified free range, Australian Certified Organic, or Free Range Egg & Poultry Australia. Walkden-Brown notes welfare issues with free-range systems, including disease spread from wild birds, and that chickens rarely go outside when given the choice: 'A small proportion of the birds do go out but at least they have the choice to go outside.'
Organic
Organic certification is provided by Australian Certified Organic, administered by the Department of Agriculture, Fisheries and Forestry. It mandates stricter stocking density, chemical- and fertiliser-free feed, and non-GMO seeds. Antibiotics are only allowed for disease outbreaks. Walkden-Brown says the higher cost is partly because 'roughly 70% of the cost of raising chickens is the feed and they eat a lot.'
Price and Certification
Different certifications come at a cost passed to consumers. Walkden-Brown says the least to most expensive typically is: RSPCA-certified, then free-range, then organic. Stocking density is measured in kilograms per square metre, varying by certification. For free-range access, metrics include birds per hectare or area relative to the shed. Broadbent notes variation across certifications, and Walkden-Brown explains that measures like those used by Free Range Egg & Poultry Australia and RSPCA ensure chickens truly have outdoor space.
