Let’s return to the paradigm shift for the poultry sector promoted by Pietro Greppi through the platforms Moreaboutchicken.com and Nutriamocidibuonsenso.it , a shift that the industry has not yet fully embraced in the aspects considered fundamental by our founder.
This is an innovative vision, submitted to the sector for a couple of years now, which shifts the main focus of the poultry sector from mere economic gain to a broader and more ethical goal: to feed the planet in a transparent and responsible way with accessible (readily available and low-cost) and highly nutritional proteins from the poultry sector.
Key points of the new paradigm
The paradigm shift proposed by Greppi, disseminated and supported through its two platforms, focuses on the following aspects:
Primary ethical objective: the implicit business objective (economic profit) should be overcome and replaced by the mission of “Feeding the planet with affordable protein,” communicating this as the primary purpose of the industry.
Transparency and awareness: disseminate clear and objective information about the poultry sector to help people make informed food choices, thus countering misinformation and negative perceptions.
Crucial role: highlight the sector’s role in global food security, emphasizing that the economy is a consequence of its ethical commitment and not the primary objective.
Countering misinformation: Use objective, scientific data to address criticisms and misconceptions (such as those about intensive farming, disease, or environmental impact), often based on misinformation.
The platforms
Moreaboutchicken.com is focused on promoting this new vision for the poultry industry.
Nutriamocidibuonsenso.it is an almost twin project, dedicated to Italy, which promotes food awareness in general, analyzing and debunking “fake news” or myths related to food and farming.
Pietro Greppi, as an ethics advisor in communications , is the promoter of this vision, which aims to support the importance of accessible, nutritious, and environmentally friendly food production by engaging industry experts, nutritionists, and journalists in public discussions.
There is, however, a fundamental point in the paradigm shift which often doesn’t receive the emphasis it deserves.
The crucial point is that the New Paradigm promoted by Pietro Greppi with Moreaboutchicken.com (also known as MAC) and Nutriamocidibuonsenso.it must act as an internal motivational lever for the entire poultry supply chain.
Pride Beyond the Economic Margin: Ethical Value as an Internal Driver
The true paradigm shift is not just an external communications effort, but a transformation of the internal culture of the poultry sector.
The new explicit goal of “Feeding the Planet” with accessible proteins is not just a simple phrase, but the true, profound ethical motivation which must permeate every link in the supply chain.
The Mission that Generates Pride
Every operator, from the breeder to the technician, from the veterinarian to the manager, must feel part of a larger and essential plan: global food safety .
From commercial transaction to social mission: the business is no longer defined primarily by economic profit (which is an implicit outcome of any healthy business), but by the social and ethical outcome of providing a healthy, affordable staple food to millions of people around the world.
Renewed professional identity: recognizing and promoting this ethical mission provides a sense of pride and purpose that transcends the routine of work and market fluctuations.
Overcoming underestimation
According to Greppi’s new Paradigm, it is important for the sector to stop underestimating the power of this motivation.
Elevating this mission to the top means:
Strengthen commitment: an operator who is proud and aware of their ethical role will be more motivated to comply with animal welfare, quality, and sustainability protocols, viewing them as a direct contribution to the mission, not just a cost or regulatory constraint.
Fighting disaffection: providing a strong ethical sense counteracts external negative perception and prejudice, providing supply chain professionals with the right dignity and communication tools to defend their work with facts and values .
Greppi’s key message for the sector therefore becomes the following:
“You are a pillar of global nutrition. Don’t be afraid to make pride in your mission your first and most powerful narrative, both internally and externally.”
Considering that the “new paradigm” promoted by Pietro Greppi focuses on ethics, sustainability, corporate social responsibility (CSR) , and transparency as the main drivers for the evolution of the Italian poultry sector (going beyond mere profit), it should be clarified that there are certainly several initiatives with similar or complementary arguments and objectives to his .
Greppi’s work stands out, however, for its particular emphasis on ethical communication and the need for a narrative shift in people’s motivation and the sector’s mission . This is in line with a series of already active and supported innovation projects, such as “animal welfare” and the “One Health” approach. Many initiatives in Italy and Europe aim to improve animal welfare as a central element of sustainability, a concept that also resonates with the ethos promoted by Greppi.
Projects like Hi-Welfare and PPILOW, often funded by regional or European funds, focus on the development and adoption of organic and low-impact farming practices that take into account the “One Health” approach. This holistic approach considers human, animal, and environmental health as interconnected, a fundamental pillar of ethical responsibility.
Training and Protocols: trade associations such as Unaitalia and Istituti Zooprofilattici (IZSLER) actively promote courses and protocols to improve animal welfare (e.g., improved capture and transport techniques) and hygiene, with the aim of reducing the use of antibiotics.
Technological innovation for sustainability and transparency
The new paradigm also emphasizes the use of technology for accountability. Other initiatives are moving in this direction:
Precision Farming (IoT and AI): numerous projects are integrating the Internet of Things (IoT) and Artificial Intelligence (AI) into poultry farming to:
- Monitor animal health, behavior, and stress in real time.
- Optimize the use of resources such as water and feed (environmental efficiency).
- Prevent diseases predictively.
Blockchain and traceability: blockchain technology is increasingly being considered to ensure the immutable traceability of products, from farm to consumer. This directly addresses the demand for greater transparency.
Environmental sustainability and circular economy
regenerative production is a shared objective:
Reducing environmental impact: the Italian poultry industry (often through associations) emphasizes its commitment to reducing greenhouse gas emissions, feed efficiency (less feed per final product), and the use of renewable energy (e.g., biogas from waste).
Intercropping: some innovative projects are exploring regenerative poultry farming models that integrate livestock farming with other agricultural practices (such as horticulture) for greater ecological balance.
In essence, Greppi’s “new paradigm” can be seen as a synthesis and strategic acceleration of all these lines of work, with the specific goal of translating them into a new ethical and communicative pact between the sector, consumers, and society.
To contact our founder about these topics, write to us using the contact section.
To reread the foundations of the New Paradigm:
https://nutriamocidibuonsenso.it/nourishing-the-planet-towards-a-new-paradigm-for-the-avian-sector/
https://moreaboutchicken.com/feeding-the-planet-toward-a-new-paradigm-for-the-poultry-industry/
