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New ethical chicken range to boost Brand Tasmania

The new Nichols Poultry ethical free range chicken brand launched this week aligns with the State Government's goal of growing the value of agricultural production in Tasmania to $10 billion per year by 2050.

An iconic Tasmanian brand, Nichols Poultry was established in the early 1980s. In June 2016, Nichols Poultry was acquired by TasFoods, which has been working to develop a new premium, ethical free range chicken product.

Since it began in 2015 with the acquisition of the Meander Valley Dairy, TasFood's strategy has been to build a portfolio of premium Tasmanian provenance brands to target key metropolitan markets beyond Tasmania, including Melbourne, Canberra, Sydney and Brisbane.

The new free-range chicken system is pasture-based, with chickens free to come and go as they please, day and night. Poultry sheds are small, mobile, unpowered and naturally-lit, with up to 1500 birds each. 

With this new production system, TasFoods and Nichols Poultry have taken an already superior product to a new level of quality and sustainability.  All of the cereals used to feed the chickens are grown in Tasmania.

Expanding sales interstate will drive new opportunities for Tasmanian grain growers and suppliers.  Increased chicken production will also create new employment opportunities, helping to strengthen Tasmania’s rural and regional communities. 

(From Tasmanian Government media release  - 24 March 2017)