Stakeholder-based innovations in poultry meat production

‘’Sustainable poultry meat production systems’’ was initiated by the Dutch Ministry of Agriculture, Nature management and Food safety to stimulate chain innovations in animal production systems in The Netherlands and to develop sustainable livestock production systems for the future. Interviews and discussions with stakeholders from the regular and organic meat production chains and from NGO’s dealing with animal welfare, environmental issues and nature protection have enabled us to identify several opportunities for sustainable poultry production systems. Life Cycle Analyses (LCA) were carried out to identify possibilities to improve sustainability. In our analyses, different types of consumers (classified based on their decision making and behaviour) have been included. Powerful new concepts and initiatives have been developed with stakeholders. As a result two concepts were designed: the “High Tech, large-scale, environment-friendly and efficient poultry production chain” and the “Welfare-friendly poultry production chain”. During the project, several stakeholders started a short producer-owned poultry meat production chain. This chain should enable the producers to take full responsibility for the quality of poultry meat end-products. Furthermore, concentration of the whole production process (from hatching egg to slaughtered bird) on a single farm should increase the quality of chain and end-product, as it e.g. improves animal welfare, prevents transport of living animals and cross-contamination at the slaughterhouse. The project triggered new initiatives of the sector to develop other sustainable poultry meat production systems, and stimulated the communication between the urban consumers and the rural producers.