Poultry International - August 2018 - 6
6 ❙ PoultryInternational
5 top trends affecting chicken,
Key trends influencing chicken meat and egg production are growing
in intensity and reach.
The global poultry industry is continuing to undergo significant change. Demands from consumers and
nongovernmental organizations (NGOs), concerns over
antibiotic use, and pressure to act sustainably are all
altering how chicken and egg producers operate.
In addition to detailing the predicted increase in
demand for animal protein and the potential strain that
this could put on resources, speakers at Poultry Trends,
organized by WATT Global Media as part of this
year's VIV Europe, highlighted several key trends that
are expected to have a growing influence on chicken
meat and egg production.
The impact of consumers and NGOs continues to grow, further
Magnus Swalander, general manager/director R&D
with Aviagen Ltd., who presented on the chicken of
the future, argues that consumer tastes are changing
and, in addition to what companies produce, consum-
ers want to know more about how their food is produced.
Yet alongside this requirement for information,
the population as a whole has less connection to food
production as more people drift to cities. There is a
lack of any meaningful understanding of agricultural
production, meaning that for all food producers, communication with the public is increasingly important if
the public's views are not to be formed by others.
In the U.K., for example, only 1.1 percent of the
population has any connection to agriculture, so a lack
of understanding of food production should not be
Where NGOs are concerned, their pressure is being
felt across sectors, with social media acting as a particularly important vehicle.
Take, for example, the organization Wakker Dier
in the Netherlands, and its influence on supermarket
groups, such as Albert Heijn and Jumbo, to stock
Similar trends have emerged in the layer industry,
says Eric Helmink, director, Hotraco.
NGOs are putting pressure on the owners of large
brands at every level and on a global scale. So, for example, a household name such as McDonald's comes
Sustainable poultry production driving industry advances
www.WATTAgNet.com ❙ August 2018