The analysis presented in this paper suggests that a credence good such as non-chlorinated chicken could be supplied by firms, either voluntarily or due to pressure from activists. If UK consumers have a high willingness to pay for non-chlorinated chicken, it may be supplied at the same time as imported chlorinated chicken. The level of any private standard for UK poultry processing will be determined by the costs of supplying non-chlorinated chicken, the extent of competition in the UK poultry processing sector, and the nature of the UK’s post-Brexit trading arrangements.