Why is chicken so cheap and what does it really cost? | Rob Percival

We eat more chicken than ever before. It’s affordable, versatile and often seen as the easy, everyday choice. But how can a whole chicken cost the same as a cup of coffee? In this episode of In Good Taste, I sit down with Rob Percival, author of The Meat Paradox and Head of Policy at the Soil Association, to unpack what’s really behind the UK’s most popular meat. From billion-bird farming systems to fast-growing “Franken chickens”, we explore how chicken became so dominant and what that means for animal welfare, the environment and our health. We also talk about the hidden costs of cheap meat, what labels like free-range and organic actually mean and how food lovers can make better choices without losing the joy of eating. If you’ve ever wondered what’s really behind the chicken on your plate, this episode will change the way you see it. HERE'S WHY IT MATTERS • Chicken is the most eaten meat in the UK and globally • Cheap chicken comes with hidden costs for animals, people and the planet • Most chickens are bred to grow unnaturally fast, affecting their welfare • Industrial farming relies on global feed systems with environmental impacts • The true cost of food isn’t reflected in what we pay at the checkout WHAT WE COVER • Why chicken consumption has risen so dramatically • How modern chicken farming works • Fast-growing breeds and animal welfare concerns • What free-range and organic really mean • The environmental impact of chicken production • Why chicken is so cheap — and who pays the price • Nose-to-tail eating and wasting less • What to look for when buying or ordering chicken ABOUT MY GUEST Rob Percival is Head of Policy at the Soil Association and author of The Meat Paradox. He works on food, farming and sustainability, with a focus on how we produce and consume meat in a way that is fairer for people, animals and the planet. ABOUT ME I’m Mallika Basu, food writer, adviser and spice lover, on a mission to make food matters accessible, joyful and useful for food lovers. Author of two Indian cookbooks, my new book In Good Taste: What Shapes What We Eat and Drink — and Why It Matters is out now. SUBSCRIBE & FOLLOW Instagram: / mallikabasu LinkedIn: / mallikabasu YouTube: / @mallikabasu Newsletter: https://mallikabasu.substack.com