Supermarket chickens are kept in climate controlled sheds and really don't have much to do except, eat,drink, $#!t and sleep. Outdoors, the temperature varies, and so do other things like the quality of the pasture over the year, the type of insects and grubs that are available. The chickens also have more room to move and forage. All this contributes to a slower growth rate, this allows the skeleton and organs to keep up with the fast rate of muscle growth, making the chickens life more comfortable, lowering mortality rates and allowing for improved development of the muscles. This impacts both the texture and flavour of the poultry in a very positive way. Note as well, we also grow the Joyce's Gold chickens. These chickens are specially bred for the outdoors and are slower growing compared to the conventional white-feathered meat birds (aka "broilers"), so the texture and flavour of these birds are even more distinct.