Here's my personal ranking system, which is based on our family's understanding of a variety of health and ethical issues.
Local pastured chicken from family farms - $$$/$$$$, hard to get
Local organic chicken - $$$
Other organic chicken (Coleman, TJ's, etc.) - $$/$$$
Frozen pastured chicken, shipped in from elsewhere -- $$$$
Local "free range/natural" chicken - $$
Other "free range/natural" chicken (TJ's, etc.) -- $$
Unlabeled chicken from ethnic supermarkets, etc. - $
Name-brand supermarket chicken (Tyson, etc.) - $
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Around here, the better grocery stores sell both "free range" and "organic" chicken from the same local producer. I've noticed a big difference in quality between the two kinds. Most notably, the organic chicken still smells fresh after 2 or 3 days in the fridge, while the free range stuff starts developing an "off" smell within 24 hours. (Having spent several months on an elimination diet where I ate mostly chicken, rice, and vegetables, I've had plenty of opportunities to confirm this observation.) Both kinds of chicken are delivered on the same day, in the same truck, and I always buy them on that day... so there has to be some kind of inherent difference.
I've also noticed this about the TJ's organic vs. free-range whole chickens. The organic always smells fine when I open the package, but the free range is often a bit whiffy, even if it's a few days before the sell-by date. It smells okay after it's been rinsed off, but still, it just doesn't seem as fresh or "happy looking," IYKWIM.
Something interesting I've heard (though I'm not 100% sure about this) is that the standards for organic chicken require that they get some daily time on pasture. This isn't true of egg-layers, though... just chickens that are sold for meat. If this is true, it would explain the difference in freshness. Grass-fed animals have higher levels of vitamin E, which is a natural anti-oxidant. (This is why supermarket lard is hydrogenated, and has BHA and BHT added. The fat from grain-fed pigs and cattle goes rancid very quickly. OTOH, traditional lard from grass-fed animals will keep for months.)