The poultry sector is a vital component of Italian agri-food, contributing significantly to the national economy and diet. However, there is a problem with the communication between this sector and consumers. Despite the many innovations and responsible farming practices adopted, the sector tends to remain silent, limiting external communication to commercials that often fail to convey the substance of positive actions taken.
The lack of an open and informative dialogue with consumers can lead to a distorted perception of the sector, fuelled by media attacks and disinformation campaigns. This scenario underlines the importance of an effective communication strategy that can illustrate best farming practices and progress, especially in terms of animal welfare and environmental sustainability.
An example of transparent and responsible communication was highlighted during a conference organized by the magazine Mark Up and the Forlì Fair, where the need to provide correct information to consumers was discussed, Who are often disoriented in the face of misleading information spread online. It was pointed out that only 3% of Italian consumers are aware that 99% of the chicken consumed in the country is born, raised and slaughtered in Italy, and that for more than 50 years meat chicken has not been bred in cages: In this connection, it should be borne in mind that when we speak of cages we are referring to a practice which is outdated and gradually being abandoned and, above all, relates only to laying hens once kept in cages for “practical” reasons collection of eggs.
Among the things little communicated and yet still very present in the fake news of the most active activists it is useful to point out that the Italian poultry sector (but also throughout Europe) The animal welfare guaranteed in livestock is increasingly high and in some respects we could even say that it is almost exaggerated. This is a fact that deserves to be communicated and appreciated because this information, if properly disseminated, could help to strengthen consumer confidence and improve the image of the sector.
The challenge for the poultry sector is therefore to develop a communication that is not only informative but also engaging, able to educate consumers and counter negative narratives.
It is essential that industry stakeholders commit to transmitting the values and practices that drive poultry farming, promoting greater awareness and appreciation of poultry products in every nation.
The poultry sector has an opportunity to turn communication into a strategic tool for safeguarding its reputation. Through an open and constructive dialogue with consumers, it is possible not only to defend the image of the sector but also to promote greater transparency and accountability, Key elements for success in a market that is increasingly attentive to quality and ethics, which develops in every responsible production activity.
