Hugh sets out to substantially increase the percentage of free-range chicken sold in Great Britain. He and his team also face the task of slaughtering 2500 birds that they have reared over the past 39 weeks on his experimental farm.
Hugh steps up his mission to get the public to buy free-range birds by campaigning against a commercial market that promotes two-for-one specials. In addition, fellow chicken-rights enthusiast, chef Jamie Oliver, visits.
Chef-activist Hugh Fearnley-Whittingstall gets a bird's-eye view of the poultry industry. In the first episode, Hugh tries to persuade supermarkets to alter their chicken-pricing policies and switch from factory-raised birds to free-range ones. Later, he visits a town and tries to get them to raise their own flock of laying hens and meat birds.