We want to make a necessary clarification about our approach, which is often misunderstood by those who don’t know enough about the sector, including activists, NGOs, and the public who follow their pronouncements and believe them.
Our position is one of neutrality and not biased.
Our mission is to provide accurate, fact-based information, not opinion or bias. Our goal is neutrality.
Our target audience is consumers who are today strongly influenced by issues such as animal welfare, the environment and sustainability, often raised by activists and NGOs.
To maintain our communicative neutrality, we must acknowledge the existence of criticism, understand its motivations, and be able to provide clear and transparent responses, without ignoring them as simple “flare-ups.”
The industry’s perspective: a topic that’s almost never talked about
However, we present the poultry sector’s perspective, highlighting how activists often act without fully understanding the complexities and challenges the industry faces on a daily basis.
The industry’s view is based on two fundamental pillars, which are rarely understood and communicated:
1. The irreplaceable role in global protein supply.
The poultry industry is the most efficient producer of animal protein in the world. With an ever-growing population, providing an accessible, safe, and nutritious food source is a global priority. Chickens, thanks to their high feed conversion rate, currently require fewer resources (water, land, and food) than other animals, making them a key component of the sustainability of the food system. Many activists, focusing exclusively on individual animals, ignore the bigger picture and the need to feed billions of people in an economically and environmentally sustainable way.
2. Commitment to animal welfare within a production system.
The poultry sector operates according to a very specific logic: ensuring maximum animal welfare throughout their productive lives, knowing that their life cycle ends with slaughter. Accusations of mistreatment often fail to take into account the enormous investments the industry has made and continues to make in:
Genetic selection – Breeds that are more resistant to disease and better suited to living in a collective environment are selected.
Technology and Management – Modern husbandry systems control temperature, ventilation, and lighting to ensure a comfortable and healthy environment.
Biosecurity and hygiene – Strict protocols protect farms from external diseases, reducing the need for treatments.
In summary we can conclude that:
The industry, in fact, claims that its economic interests are closely linked to animal welfare: only a healthy animal is a productive animal.
Activist criticism, on the other hand, often starts from an ethic that rejects the very concept of using animals for human consumption, a premise that the poultry industry does not share.
The industry’s goal is not to hide the final fate of animals, but to demonstrate that their well-being throughout their life cycle is a top priority and an ongoing commitment.
