Poultry International - September 2017 - 33
PoultryInternational ❙ 33
poultry processing plants produce
waste. But rather than disposing of
items that have traditionally been
disposed valueless, is there are way
they can be recycled, so turning
these commodities into a product
rather than waste.
While some poultry companies
own the whole poultry meat production chain from farm to retail
outlet, many others simply supply
the meat as a commodity.
Poultry processors can, however,
take advantage of the value that is
usually added to poultry and poultry
products during further processing
and sale. Whether producing whole
birds, cut-ups or reformed products,
there are a variety of formats that
processors could produce and there
may well be new presentations yet to
Similarly, innovative packing
solutions can attract some of the
value that has traditionally emerged
closer to the customer.
However, it is not only in sup-
Innovation and changing consumer perceptions of poultry meat
can help to ensure ongoing sales. michaeljung, BigStockPhoto.com
for the poultry industry to communicate with consumers about
traceability, feed ingredients, and to
overturn myths about chicken meat
that cause consumers concern and
that may hold chicken sales back.
Given the increasing speed at
which businesses are changing
around the world, any business
model must be innovative and
Adopting a "model" rather
than a plan may be the solution to
today's changed circumstances.
An example from outside the
6 processed chicken marketing
strategies to boost sales:
plying product where processors
can seek maximum advantage.
Closer and more transparent relationships with consumers can only
be good for the long-term success
of the industry.
It will be increasingly important
September 2017 ❙ www.WATTAgNet.com
industry could be cement producers, which traditionally sold their
product in bags or in bulk to their
customers for construction of buildings, bridges and motorways. Some
cement producers have established
construction companies, meaning
they still sell cement, but transformed into higher-value buildings.
A similar approach for poultry
processors would be to move away
from selling to wholesalers and
move closer to consumers.
Fostering intelligent work
teams, where employees are
encouraged to be creative and innovative, can improve the bottom
line. Listening to and acting on
ideas that come from the facility
floor where staff have hands-on
experience can raise yields or save
on costs. It will be staff at the
processing plant that ensure its success, and they need to be motivated
as much as possible.
Workers need to know that what
they do is worthwhile and be recognized for their efforts; bonuses,
prizes and other forms of recognition can help to ensure employees
work together and are motivated to
meet targets and objectives. ■
Eduardo Cervantes López is an
international consultant based in
Colombia. He can be contacted
at email@example.com or via