WATT PoultryUSA - December 2017 - 22
22 ❙ WATTPoultryUSA
Why consumer broiler welfare
messaging requires balance
The consumer marketplace is now the battleground on which ideas
and emotions about poultry welfare are contested.
Broiler welfare is controversial, polarizing, hard to define and the issue that could change poultry production
from farm to fork.
Poultry producers are scrambling to change as some
U.S. restaurant chains and foodservice distributors pledge
to purchase chicken complying with Global Animal
Partnership (GAP) welfare standards in the future. The
standards include possible breed changes, reduced stocking
densities and the use of controlled atmosphere stunning.
At the 2017 Chicken Marketing Summit, a panel of
experts with experience dealing with activists, buyers
and consumers discussed the issues and the conversations poultry marketers need to have with their consumers and marketers.
The panelists were:
■ Sara Lilygren, formerly vice president corporate af-
fairs at Tyson Foods Inc.
■ Jack Hubbard, vice president marketing at
■ Jerome Lyman, formerly vice president global qual-
ity systems at McDonald's Corp.
■ Anne-Marie Neeteson, vice president of welfare and
compliance at Aviagen Group
Christianson, senior vice president of market■
ing at Perdue Farms
Expanding broiler welfare measures
Terrence O'Keefe, content director of WATT
Global Media, led the questioning to probe the scientific validity of standards and the operational responses
available to poultry producers and marketers.
The biggest question is what constitutes broiler welfare. More often, poultry producers focus on objective,
quantitative measures such as growth rates, feed conversion, and levels of mortality and morbidity. However,
with activists focusing more on behavioral aspects of
welfare, the traditional measures are being upended.
Activist groups, especially, challenge the idea that
growth is a sign of good welfare.
A panel of experts at the 2017 Chicken Marketing Summit discussed the thorny issues surrounding
broiler welfare. | Gary Thornton
www.WATTAgNet.com ❙ December 2017