Poultry International - April 2018 - 8
8 ❙ PoultryInternational
POULTRY DISEASES CONTINUE TO CHALLENGE MIDDLE EAST, AFRICA
Why we should go digital?
✔Our consumers are engaging
✔Our customers are engaging
✔Those who oppose today's farming practices are engaging
✔Elected officials and regulators are engaging
It's an opportunity to pay into the bank of
goodwill - think of it as reputation enhancement
Source: Inspire PR Group, Telavang, WATT Global Media.
monsitj I Fotolia.com
A failure to engage consumers via social media leaves the
arena open for others to do so. Telavang, WATT Global Media
Respiratory diseases are of paramount importance in
the region because of their high mortality rates, but it is not
simply mortality that is an issue for producers in the region.
Improvements in vaccination programs have meant
that birds may have subclinical infection, so there may
not be high mortality rates, but there is nevertheless
a decrease in production. Despite an absence of signs
of infection, feed conversion is poorer, and birds take
longer to achieve desired body weight.
This is now the big challenge in the Middle East.
Improvements and developments in vaccination
programs may be bringing diseases under control, but
significant problems with subclinical infection remain.
The costs associated with the current disease
situation in the region are many, not only direct costs
such as vaccination and medicines, but also the potential
loss of markets and trade.
Where some vaccination programs are concerned,
the virus strains used in vaccines may not be those
that are circulating in the field. This raises questions
among producers as to whether their flocks will be
protected against high rates of mortality, or spread from
flock to flock or farm to farm prevented.
This concern over vaccine efficacy has resulted in
some producers vaccinating layer and breeder flocks
multiple times to help to ensure protection.
While disease may continue to cause difficulties at
the level of production, opportunities for engaging at
consumer level continue to grow.
Hamed Masoumi, vice president of business
development at Iran's Telavang Group, looked at how
companies in the sector can make the most of social
media, particularly targeting younger consumers, and
offered examples of how Telavang has used social media
channels to promote its egg products.
He noted that social media is "home territory" to
younger generations, particularly Generation Z - ages
12-15 - and millennials - ages 21-25 - but added
According to Hamed Masoumi,
Telavang Group vice president of
business development, companies
must be active in social media,
producing shareable content that
conveys real that creates a buzz.
Source-Tineke Van Spanje
that the agricultural sector is not always performing as
well as it could in the field.
Generation Z differs from millennials in that, while
Millennials remain open to more traditional media
channels, Generation Z is much more active in the social
Eighty percent of Generation Z uses social media on a
daily basis and 20 percent of them post original video content.
As further illustration of social media's growing
importance, Massoumi noted that, in the U.S., 57
percent of people access news from the television, while
38 percent look online. If this figure is broken down by
age group, among 18-29-year-olds, only 27 percent turn
to the television for news. Again, looking to the U.S.,
92 percent of children under the age of 2 already have a
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