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is only 23 kg. He expects a market growth of 1,3% per year till 2022. “But within Europe, there will be a gradual shift, which has already started. Concept chicken production now makes up 8% of total EU production. When you look at indi- vidual countries; 40% of Dutch production is slower growing, 24% of the production in France and 11% in the UK. We are moving towards a new EU equilibrium where slow growing will be gaining traction in Northwest Europe and volume growth of standard chicken production will shift to Central and Eastern Europe.” According to the Rabobank expert the industry in Northwest Europe is producing too much cheap bulk meat, at least from a strategic perspective. “There is an immense powerplay go- ing on in the value chain and the farmers are at the centre of the squeeze.” It is the changing society, with a growing con- cern in topics like animal welfare, environment, health and production methods, that offers opportunities for change. “For the industry it’s a matter of following the change, but that needs a change internally as well. The time that produc- tion is done behind closed doors is over. Openness, active communication and a proactive stance in the debate on animal welfare is needed.”


Concept broiler meat production comes at a premium, ac- cording to poultry economist Peter van Horne. “The rise in cost price of producing meat with slower growing breeds amounts to at least 20% for the first improvements such as a 48 day growth period and lower stocking density and can go up all the way to 115% extra for organic production with free range access all the bells and whistles of organic feed and production parameters.” Rabobanks Nan Dirk Mulder adds: “However, even with rising production costs there are ways to capture more value. The journey to higher margins starts with offering a premium chicken and continues with value added chicken, value added food and unique brands.” Prod- uct development, selling not plain meat but upgraded meat or even convenience products, is one way to go. Producing meat by taking into account social concerns such as antibiot- ic usage and animal welfare another. Mulder: “We have to take into account that alternative (plant based) proteins will become more competitive as well, but if we look at the gen- eral trend in consumption towards premiumisation in prod- ucts such as beers and coffee, there are plenty of opportuni- ties. Especially if the industry offers more than an interchangeable and unidentifiable piece of protein.”


▶ POULTRY WORLD | No. 6, 2019


Bruno Briand (l), Miguel Valls and Olivier Rochard see opportuni- ties for a seg- ment between conventional and slow growing birds.


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