Genetic improvement is a crucial part of the global poultry industry, thanks to which it is able to meet the demand for chicken meat and eggs worldwide for billions of people.
This continuous improvement enables the poultry industry to save thousands of tonnes of grain each year, reconfirming poultry meat as the most sustainable in the world.
Among the world leaders in this field, Aviagen stands out as one of the leading suppliers of breeding stock, with a presence in over 100 countries and a significant share of the world market.
Hubbard is another prominent company, known for its focus on animal welfare and environmental sustainability.
Cobb together with Aviagen are the most recognised names in the industry, with breeds such as the Cobb 500 and Ross 308 dominating the market for decades.
These three companies not only drive breeding, but also engage in sustainability and animal welfare practices, facing challenges and growing pressures in various areas, including the call for the development of slower-growing breeds born in response to concerns about animal welfare and meat quality stimulated by various forms of activism. Poultry companies must navigate not only through the technical and logistical challenges of production, but also through the minefield of fake news that can negatively influence consumer perceptions.
Fake news can damage a company’s reputation, distort facts about production processes and animal welfare, and confuse consumers by creating unfounded concerns about the safety and quality of poultry products.
This is particularly problematic in an era where information spreads rapidly through social media and other online platforms. To combat fake news, companies should adopt proactive communication, consumer education and crisis management strategies, taking early action to correct and prevent misinformation, emphasising their transparency, and providing and disseminating accurate, verifiable and, above all, easily accessible information. To gain credibility, these companies also need to work with independent organisations to certify their processes and products, helping to build trust and credibility.
Companies such as Cobb, Aviagen and Hubbard lead the poultry industry and it is imperative that they also act to address the challenges posed by fake news and the changing expectations of consumers that are heavily influenced by it.
Their ability to adapt and communicate effectively will be crucial to the future of the industry by adopting responsible practices to protect their reputation and ensure that consumers receive truthful and reliable information.
The editorial staff of M.A.C.
