THOUGHTS ▶▶▶ I CREDITS


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Selling sustainability the right way


f there is one sector which is in tune with our planet, it is the agricultural sector. It interacts with nature and natural re- serves on a day-to-day basis and needs optimum conditions for crops and livestock to be successful. And still agriculture feels the same pressures as other businesses to become more sustainable. Agriculture, big oil, the automotive industry – no matter what business you are active in – you have to improve sustainability. This is just one of the consequences since


world leaders signed the Paris Agreement on climate, along with the fact that sustainability has become the hype word of this decade. The difficulty is that ‘sustainability’ is multifaceted and that every stakeholder has different expectations. Some people focus on carbon footprint (GHG) and others on animal welfare. The one looks at land use, an- other at profitability. The point is that to really improve sustainability all these aspects should be taken into account and along the way there will be some trade-offs between them. Something that will probably be hard to swallow for some single issue stakeholders. Simply stated: if your NGO’s sole mission statement is to improve of animal welfare, a low FCR, fast growth and low CO2


emissions


from production as a result, might not be something you can accept. In the end there will be only one stakeholder that has to tie all aspects of sustainability together – and that is agriculture. So it is up to our industry to sell sustainability in the right way. Agriculture needs to invest in coherent and consist- ent communication which shows that we are moving forward and which explains that there will al- ways be tradeoffs required to achieve more sustainable production. Fabian Brockötter, editor Poultry World


Fabian Brockötter


Editor Poultry World +31 314 35 81 40


fabian.brockotter@misset.com


Marieke Ploegmakers Editor All About Feed +31 314 35 81 81


marieke.ploegmakers@misset.com


Vincent ter Beek


Editor Pig Progress +31 314 35 81 26


vincent.ter.beek@misset.com


Zana van Dijk


Editor Dairy Global +31 314 35 81 48


zana.van.dijk@misset.com


Sunita van Es


Editor Special Projects +31 314 35 81 54


sunita.van.es@misset.com


Rebecca Kwakman


Content manager international +31 314 35 81 43


rebecca.kwakman@misset.com


Andrea Raemaekers


Teamlead International +31 314 35 82 80


andrea.raemaekers@ext.misset.com


Paul Veerman


Key account manager the Netherlands, USA & Canada +31 314 35 82 31


Paul.veerman@misset.com


Geke Koudenburg


Key account manager Asia, France, Spain & Italy


+31 314 35 81 83 geke.koudenburg@misset.com


Harm Putman


Key account manager Germany, Austria, Switzerland and Belgium +31 314 35 82 08 harm.putman@misset.com


Dhierinder Ramcharan


Key account manager South America, Africa, Middle East,


Northern & Eastern Europe +31 314 35 82 10


dhierinder.ramcharan@misset.com ▶ POULTRY WORLD | No. 4, 2021


Joey Wensink


Account manager Australia, New Zealand, UK, Ireland & Future Farming


+31 314 35 82 47 joey.wensink@misset.com 5


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