Over the past few months a lively debate has been taking place between PETA and the ASA (those eager beavers at the Advertising Standards Authority) over whether a PETA leaflet that describes the abuse inflicted upon chickens for KFC is offensive and violates the ASA’s Code. The good news is; we won – the ASA determined PETA had done nothing wrong!

So, some Britons think a picture of the Colonel slashing up chickens is offensive? Well, you know what? KFC’s suppliers keep chickens kept locked up in tiny cages, throw them in scalding hot water and then slit their throats - that’s offensive. The facts that PETA give are always the truth; we simply serve to get them out to the general public. We do have freedom of speech in this country, right? Anyway, we won, we won!

I am so unbelievably excited about this. PETA US has officially ended their campaign against KFC in Canada following negotiations that led to drastic changes in the way chickens will be raised and killed for Canadian KFCs. Before I divulge the details, just a word that these KFCs in Canada operate separately from KFC elsewhere – including KFCs in the UK – so the boycott here continues. Anyway, moving on …

Following months of closed-door negotiations between PETA US and the company that coordinates the purchasing of chickens for all Canadian KFCs, 100 percent of its chickens killed for Canadian KFCs will be purchased (through a phase-in programme) from suppliers that use ‘controlled-atmosphere killing’ (CAK), which is the least cruel method of bird slaughter available. I mean, killing birds for food (or any reason) sucks, but I assure you, this is a much kinder way of doing it.

So how does it work? CAK replaces the birds’ oxygen with a mixture of non-poisonous inert gasses to put them “to sleep.” So we can say goodbye to broken bones, abuse by workers (as workers never handle live birds this way), electric shocks, live throat slitting and scalding.

The living conditions, breeding and farming practices are also set to improve, as well as forming an animal welfare advisory council. And here’s the bit that goes that extra bit further for me: the company will also allow PETA US to review its animal welfare audit forms every six months. Nice one!

But wait for it, there’s more. Who loves vegan chicken? Who doesn’t?! Those lucky so-and-sos in Canada will be able to get fried-vegan chicken in 461 of its 711 stores. That’s 65 percent of KFCs in Canada! Man, I’m getting hungry just thinking about it. But alas, here in sunny, sunny England we continue our campaign against KFC.

Well done to everyone who played a part in securing this amazing success. As they say, every drop in the ocean…