WATT PoultryUSA - October 2016 - 25
WATTPoultryUSA The 2017 Chicken Marketing Summit is scheduled for July 16-18 at the Omni Grove Park Inn, Asheville, North Carolina. To learn more, go to www. WATTGlobalMedia.com/ ChickenMarketingSummit ers? While consumers and activists in the Netherlands have had a longstanding concern with animal welfare, it was the plofkip chicken that triggered the takeover by slowergrowing production schemes. Plofkip in the Dutch language means exploding chicken. As Toudic explained, this was the central image of an advertising campaign conducted by the animal welfare activist group Wakker Dier (Awake Animal) in 2012. The ad campaign played on consumer concerns about animal welfare with imagery of fast-growing (exploding) chickens. Comparing an organic chicken of 930 grams to a conventional broiler of 2,350 grams, the campaign portrayed the conventional broilers as barely able to walk and asked consumers to stop buying plofkip chickens and instead buy slower-growing broilers. "The campaign has been extremely successful," Toudic said. "The communication has been focusing on restoring the link between what people eat and how October 2016 ❙ www.WATTAgNet.com chickens are living. The word Plofkip [exploding chicken] has nearly 100 percent name recognition in the Netherlands and was chosen the most famous new word in Dutch language in 2012," he said. Attributes of slow-growing broilers Toudic presented data showing welfare and carcass quality advantages for slower-growing broilers. Pertinent to the welfare messaging House call Chore-Time distributors sit behind the wheel, not behind the sales counter. Chore-Time distributors would rather be talking to growers about ways to improve production than doing almost anything else. They bring their knowledge and experience directly to you, providing durable poultry equipment and reliable results. Plus, their dedicated parts and service technicians respond to your needs - days, nights and weekends. Find your independent authorized Chore-Time distributor at choretime.com/distributor Let's grow together.™ ❙ 25
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