An RSPCA spokeswoman was quoted as saying, “The consumer has the clout to change supermarket policy and we strongly encourage shoppers to buy higher welfare chicken and not be tempted by the discount.”

Indeed, supply and demand is undoubtedly a wonderful thing. But the fact is that the average consumer cares more about how they are going to feed their family on, in reality, a ever reducing budget, than whether chickens are lied to about what time of day it is. As Tescos put it, “No-one should feel guilty buying a chicken just because it is good value.”

A vast majority of the population cannot afford the luxury of fair trade coffee or free range foods. For those that can, great. I hope that you and Marks & Spencer are very happy.