WATT PoultryUSA - May 2013

“We have to grow international markets for U.S. turkey not just with commodity products but with higher-priced, value-added products. There are many premium markets around the world, and that is a great incentive for us to open and develop those markets for U.S.-produced turkey,” he said.

No stereotyping of turkey in international markets

Turkey has some unique challenges and opportunities in international markets. “One of the troubles that the turkey industry has been faced with domestically is the stereotyping of turkey,” Willardsen said. “But since Thanksgiving is an American holiday, this stereotyping for the most part does not exist internationally. It’s a problem that we don’t have to spend our money overcoming in international markets. This is one reason I think the opportunity for turkey in international markets is probably greater than ever.”

However, turkey is little known in many international markets, which poses its own marketing challenge. “Outside the U.S., turkey meat is viewed in much the same way the way that U.S. consumers might view ostrich or lamb meat. The industry needs to educate customers and consumers in many international markets on how to use turkey,” he said.

Weather trumps opportunities in 2013

Turkey producers at work on long-term opportunities might be spurred on by Jim Collins’ advice: “Whether you prevail or fail, endure or die, depends more on what you do yourself than what the world does to you.” There is, however, a short-term factor not under their control — the weather, which will greatly influence crops and feed costs in 2013. Turkey producers will need to stay focused on their long-term objectives whatever the economic circumstances. ■

Reduce management time and make correct pressure adjustment easy with PressurePro.

Bigger birds. Dry litter.

Improved feed conversion.

Lower mortality rates.

In growout after growout, results prove that Ziggity Systems with Max3 drinkers consistently produce not just great but exceptional performance in every category.

That’s because Max3 delivers all the hygienic water birds need to thrive and stay healthy without oversupply that causes wet litter and all of its related problems.