The poultry industry has always played a crucial role in human nutrition, providing an accessible and nutritious source of protein. However, contemporary debates primarily focus on the economic and environmental implications of intensive farming, often criticized by anti-farming associations. This narrative tends to overlook the significant contribution the poultry sector can make in fighting global hunger and building a fairer and more sustainable economy.
A New Paradigm for Poultry Farming
The proposal for a new paradigm in the poultry sector highlights the industry’s ongoing commitment to providing healthy, accessible, and low-cost food. If properly communicated, this approach can evolve into an innovative and inspiring vision for the entire supply chain, offering an alternative and more balanced perspective on the role of the poultry industry.
According to Pietro Greppi, an ethics communication consultant and founder of two anti-fake news blogs on the poultry sector, this new paradigm is an opportunity to go beyond a purely economic perspective, which, although inevitable, risks reducing the industry to a mere business. “The new paradigm can transform the poultry industry into an example of corporate social responsibility, strengthening its role in global food security and responding more effectively to activist criticism,” says Greppi.
Italy, with its culinary tradition and growing interest in sustainability, has the potential to become a benchmark model, standing out for quality and innovation. It is crucial for the Italian poultry sector to continue ensuring high production standards, isolating non-compliant practices, and maintaining a balance between industry growth and animal welfare.
A Shift in Perspective: Feeding the Planet with Awareness
The new paradigm involves greater awareness and engagement from all actors in the supply chain, emphasizing the social value of the poultry sector. It is not about changing production dynamics or scientific development but rather fostering more constructive dialogue between producers, consumers, policymakers, and activists.
Beyond technological innovation, educating the public about responsible and informed consumption is essential. The poultry industry should not be seen solely as an economic sector but as a pillar of global food security. A shift in narrative can help strengthen the industry’s identity and counter the distortions often spread by opponents of poultry farming.
The blogs www.MoreAboutChicken.com and www.NutriamocidiBuonsenso.it , along with expert collaborators, serve as intermediaries in information dissemination between the industry, consumers, and critics. Their goal is to promote transparent communication and awareness that goes beyond economic interests, recognizing the poultry sector’s crucial role in ensuring healthy and accessible food.
Goals of the New Paradigm
- Reaffirm the value of the poultry sector as a source of nutritious, affordable, and sustainable protein.
- Support a clear and transparent narrative about the industry’s commitment to feeding the planet, avoiding communication solely centered on economic returns.
- Engage and motivate those working in the supply chain, highlighting the social importance of the poultry sector.
- Promote conscious consumption by educating the public on the origins and value of poultry products.
- Foster internal and external consensus, restoring pride to farmers and strengthening the industry’s reputation.
- Challenge activists to propose equally valid and scientifically sustainable solutions.
- Highlight the sector’s role in global food security, emphasizing that economic success is a consequence of its commitment rather than its primary goal.
Towards a More Constructive Dialogue
Current poultry industry communication tends to focus on commercial promotion without effectively addressing criticisms from opponents. Anti-farming activists often exploit terms like “intensive farming” in a manipulative way, creating a distorted image of the industry.
To counter these narratives, a strategic communication approach is needed that underscores poultry farming’s role in sustainable food systems. The new paradigm does not alter production methods but redefines how the industry is perceived, placing its social mission -feeding the planet- at the forefront.
Through an international conference, which Greppi seeks to initiate and organize, the poultry sector will have the opportunity to promote this vision, reaffirming its strategic role in global nutrition and fostering a more equitable dialogue with its critics.
Key Themes Supporting the New Paradigm
– Nature is indispensable for global food sustainability.
– Farms adapt to selected animals, ensuring optimal conditions.
– Farmers work to provide healthy food while adhering to strict regulations.
– Criticism of farming often stems from misinformation and manipulation rather than objective data.
– Anti-farming organizations do not invest in alternative solutions but focus on opposition.
Thus, adopting the new paradigm conceived by Pietro Greppi means restoring dignity and value to the poultry sector by communicating its crucial role in global nutrition. Feeding the planet is a goal that extends beyond mere economic activity, becoming a fundamental mission for global health and well-being.
