THOUGHTS ▶▶▶ Need for meat J CREDITS


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ust recently the American society for the prevention of cruelty to animals announced US$ 100k in grant funding to promote the shift towards more humane, healthy and sustainable on-farm practices, in addition to reducing the over- all consumption of animal products in favour of more plant-based foods. It is just one of many initiatives around the world that does not seem to align with traditional agricultural practices. Of course, in essence they do. Our industry most certainly knows that a well-performing and efficient animal cannot be one that is stressed, diseased or mis- treated. And we also understand that if the consumer demands an even higher level of animal welfare, we should be able and willing to cater to that demand. In fact, the livestock industry has responded to that, as higher welfare production has proven to be a good business model in most cases. But all of this doesn’t touch base with animal rights’ activists. For years now, it seems that no amount of ef- fort is good enough to get high approval ratings in exchange for our endeavour to satisfy the


world’s growing need for meat. We have a good story to tell, although we should tell it more and connect more with consumers. At the same time, our story will never resonate well with all animal welfare groups. Mainly because animal welfare is just a façade that the anti-meat eaters’ lobby hides behind in its quest to make farming as unprofitable as possible to push us out of business. Fabian Brockötter, editor Poultry World


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


Fabian Brockötter


Editor Poultry World +31 314 35 81 40


fabian.brockotter@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


Allison Winstanley Web co-ordinator +31 314 35 82 52 allison.winstanley@misset.com


Marc Klumper


Publisher International +31 314 35 82 80


marc.klumper@misset.com


Geke Koudenburg Key account manager


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Geke.koudenburg@misset.com


Harm Putman


Key account manager The Netherlands


+31 6 10 88 81 45 Harm.putman@misset.com


Dhierinder Ramcharan Key account manager


Scandinavia, Belgium, Italy, Eastern & Central Europe, MEA, South America +31 6 10 55 99 38


Dhierinder.Ramcharan@misset.com


Joey Wensink Key account manager


Germany, United Kingdom, Ireland & Future Farming +31 6 13 77 93 29


Joey.wensink@misset.com ▶ POULTRY WORLD | No. 5, 2022 5


Manon Wijnands-Ouwens Marketing executive +31 314 35 82 51 manon.wijnands@misset.com


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