Poultry International - June 2017 - 29

PoultryInternational ❙ 29

government, are also increasingly
concerned with pollution and placing pressure on farmers to lessen
their environmental impact.
In spite of being the world's
second largest poultry meat producer and largest egg producer, the
Chinese poultry industry is fragmented. However, that's changing as
all agriculture becomes more integrated. Large-scale feed producers
and other food and nonfood-related
companies are assembling integrated agriculture operations in an effort
to consolidate the market.

growth. Lyons said the KFC brand
lost some credibility with consumers due to high levels of antibiotics
found in some of its chicken meat.
Nevertheless, chicken occupies a
generally low status in the Chinese
diet compared with other proteins
and improving fortunes may drive
consumers to continually pick pork
or beef over chicken. Factories commonly buy the meat to serve to workers, but as the factories slow so does
the demand for chicken, he said.

Chinese consumer preferences

In spite of all the positive forces in
the Chinese economy, its poultry industry faces serious challenges: namely, the persistence of highly pathogenic
avian influenza (HPAI).
Lyons said factors like the 2010
imposition of tariffs on U.S. poultry,
the appearance of H7N9 HPAI in
2013, a scandal with a McDonald's
supplier selling expired meat in

Lyons said Chinese consumers
also prefer slower-growing yellow
and black broiler breeds - traditional Chinese breeds - rather than
the white broilers eaten in the West.
The notable exception is U.S. fastfood chain Kentucky Fried Chicken
(KFC), but even that famously successful company is facing slower

New and old challenges
to the industry

2014, and the incidence of bird flu
overseas beginning in 2015 are all
negatively affecting the domestic
industry.
HPAI continues to challenge
China, Lyons said, because consistent outbreaks tarnish consumer
confidence in the product at home
and make international trade difficult. H5N1 was first identified
in China in 1996 and spread to
humans. H5N1 is a growing global
challenge for poultry and human
health. H7N9, a novel HPAI virus,
first affected humans in China in
2013. The 2013 event cost China an
estimated $6 billion, Lyons said, and
may have permanently tarnished
chicken for many consumers. China
must import grandparent stock, so
any limitations to trade caused by
HPAI are serious for China.
Along with health issues, China
faces high feed costs, flat performance in chicken consumption and
falling exports of chicken meat due

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Table of Contents for the Digital Edition of Poultry International - June 2017

Poultry International - June 2017
Contents
Editor’s Comment
News
Nutrition & Feed Survey: Antibiotic-free animal feed production grows worldwide
Future of poultry welfare: What producers can expect
Global food companies will control the poultry industry
VIV Turkey creates international network platform
How China’s poultry industry is changing
Controlling poultry gut health for maximum performance
Biotin for poultry: An essential but expensive vitamin
6 processed chicken marketing strategies to boost sales
Marketplace
Advertisers’ Index
Poultry International - June 2017 - Poultry International - June 2017
Poultry International - June 2017 - Cover2
Poultry International - June 2017 - Contents
Poultry International - June 2017 - Editor’s Comment
Poultry International - June 2017 - 3
Poultry International - June 2017 - News
Poultry International - June 2017 - 5
Poultry International - June 2017 - 6
Poultry International - June 2017 - 7
Poultry International - June 2017 - Nutrition & Feed Survey: Antibiotic-free animal feed production grows worldwide
Poultry International - June 2017 - 9
Poultry International - June 2017 - 10
Poultry International - June 2017 - 11
Poultry International - June 2017 - 12
Poultry International - June 2017 - 13
Poultry International - June 2017 - 14
Poultry International - June 2017 - 15
Poultry International - June 2017 - Future of poultry welfare: What producers can expect
Poultry International - June 2017 - BB1
Poultry International - June 2017 - BB2
Poultry International - June 2017 - 17
Poultry International - June 2017 - 18
Poultry International - June 2017 - 19
Poultry International - June 2017 - Global food companies will control the poultry industry
Poultry International - June 2017 - 21
Poultry International - June 2017 - 22
Poultry International - June 2017 - 23
Poultry International - June 2017 - VIV Turkey creates international network platform
Poultry International - June 2017 - 25
Poultry International - June 2017 - How China’s poultry industry is changing
Poultry International - June 2017 - 27
Poultry International - June 2017 - 28
Poultry International - June 2017 - 29
Poultry International - June 2017 - 30
Poultry International - June 2017 - 31
Poultry International - June 2017 - 32
Poultry International - June 2017 - 33
Poultry International - June 2017 - Controlling poultry gut health for maximum performance
Poultry International - June 2017 - 35
Poultry International - June 2017 - 36
Poultry International - June 2017 - 37
Poultry International - June 2017 - Biotin for poultry: An essential but expensive vitamin
Poultry International - June 2017 - 39
Poultry International - June 2017 - 40
Poultry International - June 2017 - 41
Poultry International - June 2017 - 42
Poultry International - June 2017 - 43
Poultry International - June 2017 - 6 processed chicken marketing strategies to boost sales
Poultry International - June 2017 - 45
Poultry International - June 2017 - 46
Poultry International - June 2017 - Marketplace
Poultry International - June 2017 - Advertisers’ Index
Poultry International - June 2017 - Cover3
Poultry International - June 2017 - Cover4
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