The poultry industry in Italy and globally is really not completely silent about the accusations made by animal activists. However, the perception that it is not responding is objectively very strong, but it stems several factors.
Possible reasons for the division’s communication appearing limited or ineffective can be guessed from approaches that are not yet professionally “mature” and hinder its effectiveness:
- Different communication strategies
The poultry sector might adopt less “shouted” communication strategies than activists. They might prefer more institutional channels, press releases, participation in conferences, or focus on B2B communication (to other companies and industry players) rather than direct and public confrontation with activists and certainly with the undifferentiated public who know little about the topic.
- Focus on regulatory compliance
The main industry response is often to emphasize compliance with animal welfare, hygiene and food safety laws and regulations. Veterinary inspections and certifications are highlighted. However, this type of response, while important, is not perceived as an open discussion of the ethical issues raised by animal rights activists, but rather as formal, detached, and distant from the real curiosities of the public.
- Difficulties in dialogue
Dialogue between the industry and activists is often polarized and emotionally charged. It may be difficult to find common ground for constructive discussion. Ideological positions are often far apart and amplified especially when it becomes necessary to listen to the “voice of science” in a neutral and yet objective manner.
- Fear of negative publicity
Responding directly and aggressively to allegations could, in some cases, amplify negative publicity and give greater resonance to activists’ claims
Therefore, it is a matter of choosing a mode of information that is constant, timely, accurate and detailed, and also always reachable online (which is also the purpose of the two blogs https://nutriamocidibuonsenso.it/ and https://moreaboutchicken.com/ )
- Underestimation of impact
In the past, the industry has certainly underestimated both the emotional and commercial impact of animal rights campaigns on public opinion and consumer choice
- Complexity of issues
Issues related to animal welfare on intensive livestock farms are complex and multifaceted. Providing comprehensive and convincing answers to the general public can be difficult, and yet this should give pause to the need to simplify the narrative without avoiding talking about the merits and demerits while always arguing transparently and honestly.
- Lack of a united front
The poultry sector is composed of different entities (breeders, processors, trade associations). There is lack of a single, coordinated voice in communication that focuses on telling “things as they are” that, in ways and means, is capable of addressing the consumer to meet their doubts, fears, curiosity.
- Investment in improvements
In many cases, the poultry industry is steadily investing in improvements in breeding conditions, certainly also in response to pressure from the public and activists, but mainly out of an interest in constantly ensuring the quality and welfare of the animals being raised. However, these changes are not effectively communicated to the point that they are deemed insufficient by animal rights activists.
- Use of “third parties”
It happens that the industry prefers to have its progress and positions communicated through experts, veterinarians or trade associations, rather than directly by companies. And often these figures, while professional, are unable to convey the content in an engaging and equally evocative way as activists do.
However, there are signs of a change:
- Greater openness to dialogue
Some trade associations and companies are beginning to show more openness to dialogue and transparency, including through visits to farms (albeit often supervised).
- More active communication
There is an increase in communication initiatives aimed at explaining breeding practices and addressing consumer concerns (e.g., informational websites, explanatory videos). However, among these, both internationally and nationally, there are few that convincingly plan activities capable of reaching and especially being found by the public. Among those most effective and properly oriented in their storytelling are the two blogs https://nutriamocidibuonsenso.it/ and https://moreaboutchicken.com/
- Adherence to higher animal welfare standards
Some companies are voluntarily adopting higher animal welfare standards than the minimum legal standards and communicating this to consumers. However, some surveys conducted independently by https://nutriamocidibuonsenso.it/ and https://moreaboutchicken.com/ confirm that people view these activities only as brand strategies to acquire customers or to shift choice from one brand to another.
In conclusion, although there are signs of greater openness and more active communication in recent years, the perception of a lack of response from the poultry industry remains and is due to a haphazard and still un-conscious combination of different communication strategies, difficulties in dialogue with activists and an underestimation of the impact of their campaigns
Pietro Greppi, founder of the blog you are reading and of https://moreaboutchicken.com/ has signaled to suggest a path forward for the reputation of the industry https://moreaboutchicken.com/feeding-the-planet-a-new-paradigm-for-the-poultry-sector/
