Interesting stuff JayG and pretty much spot on.
Let me give my opinion on chicken manure, as it isn't always possible to source big quantities of horse/cow manure in your locale.
As it happens, my chicken pellets do list their constituent parts. A NPK of 4.5:3.4:2.7.... that's pretty good percentages given the bulk of manure compared to "fertilisers" On top of that is magnesium 1.1, calcium 9.3 and trace elements iron, boron, manganese, molydenum, copper and zinc.
My big mistake a long long time ago when I first started using chicken pellets was I was too tight with it, hardly surprising given the price you can pay for it in some places. I had almost assumed I should be sparing as if I were applying the chemical stuff. It doesn't have the huge quantities of vegetative matter of cow/horse manure, but one can't have everything.
The chicken manure I use from my local garden centre, Earlybird, is widely available online and reccomends quite a dose, some 300gms per square metre for thorough Autumn soil improvement, a little less for top dressings etc. In fact we should be using at least a whole 15kgm bag on our plots every year. My plot is 200 square meters and I use a bag and a half per annum, along with green manures on certain beds. That is the most effective £10 I spend in a year on anything. It really does make a huge difference.
It doesn't actually have the soil association stamp of approval, but then the Soil association allow far more chemicals under their banner than I would ever use on my plot. In fact, I don't knowingly use any chemicals apart from my pet friendly slug pellets that are deemed "organic".
Go get yourself some RJR, and be free with it. You'll see huge improvements.