To steve, chelmsford. You would not keep a dog in the condition that intensively reared chickens are kept in, as you would deem it cruel. Are you trying to say that cruelty is ok if it is for food? Furthermore, Tesco is distorting the real cost of food in the market with loss leaders.

Chantel, Wales,

Hope Hugh has got himself a bullit proof vest on under his nice knitted jumper :) Watch your back hugh I think your upsetting to many people over at Tesco Towers!! Glad someone has the balls to take on the supermarkets, he gets my vote 100%

Nikki Ford, York,

Go Hugh! Don't fail to tell folks non-meat ways to make the pounds stretch either! These poor birds die for our Sunday dinner. In exchange they get literally (bad quality) chicken feed and a life of pain & torment. Quality of life is important: whether it sports jeans or feathers!!!!!!!!

Karen , Norwich, UK

I'm not a shareholder, nor no I have any say over where my public sector pension fund is invested. However there is something I do in response to Tesco's poor animal welfare standards, I Don't Shop There!

David Wood, Cornwall, UK

I'd love to know where Jamie Oliver now stands on the issue of chicken welfare. He fronts the adverts for Sainsburys "feed the family for a fiver" campaign , and yet they have a recipe for that very campaign on their website that contains intensively reared chicken ! Looks like he's sold out.

Jason, Leighton Buzzard,

Alan, London - a little over-simplified. People are eating mass-manufactured trash now and others are still starving in Africa. There's still a butter mountain, and wine and milk lakes. Quotas are still on dairy farmers to limit production. There's no justifiable ethical reason for cheap chicken.

Richard, Dartford,

Tesco is only interested in one thing....... PROFIT!

Kevin Ash, Ashford, United Kingdom

people demand constantly lower food prices, & have no clue about nutrional value vs price. There is good reason tesco is one of biggest retailers in the world. its also worth mentioning that if we all ate organic/till farmed/free range, the world would starve.

alan, London,

Surely its up to the consumers to decide? If people want free range/ happy chickens, then thats what they will buy, if people don't care, they'll buy the cheaper option. Is fine for HFW to lecture everyone on what they should be doing when the odd pound or two makes no odds to him..

steve, chelmsford,

I don't think tesco can win a moderate economic argument on this: they use broiler chicken as a loss leader which artifically increases the price differential between the lower standard and the higher choices anyway.By trying to optimise each demographic they are conflicting their welfare policy!!!!

Jessy, Bristol, England

At any given point, 18 million chickens are being reared in the UK to supply Tesco stores. If Sir Terry was happy earning 'only' £1m last year (poor thing), he could have saved 50p from the price of every one of those chickens. Don't pass the cost of healthy chickens onto consumers.

Peter, London,

Celebrity chefs have banged the drum against cheap ready meals containing poor ingredients with high salt and fat content, in favour of freshly prepared healthy options. Now the latest campaign will reverse all that. Many aspects of farm rearing for food are unattractive but this is the real world.

keith, Beziers, France

If Tesco are so concerned about keeping prices of chickens down, maybe the senior management could take less of a bonus and that can help subsidise humane conditions for these birds to live in?

Rebecca, Bristol,