|The Label Rouge program provides premium products to consumers.|
Small producers direct market to the consumer from the farm, at farmers markets, buying clubs, by subscription, etc. Larger producers work with collaborative marketing and niche markets. Niche markets include antibiotic-free, natural, free-range, organic, high-omega, high-welfare, and gourmet or heritage poultry meat and eggs.
Poultry products from the large-scale industry tend to be uniform, but there are many ways to develop differentiated products. New markets may be based on consumer issues, such as those listed on the Home Page, or on quality attributes. Consumer values overlap because consumers are usually interested in more than just one attribute.
Certification/assurance programs ensure to consumers that poultry are raised or processed/handled according to certain standards, such as organic or humane. Participation in many programs requires written plans such as an organic system plan, an animal health and welfare plan, and extensive record-keeping to document procedures, training, etc. Traceability and source verification helps to improve transparency for consumers who want to know where their food comes from. Consumers want to buy food consistent with their values. Videos or other educational materials can explain to consumers how birds are produced; they may not be able to visit a poultry farm because of biosecurity reasons.
Many consumers want to buy local products because transporting food from around the globe has high energy costs. Traditional, place-based foods are also important markets.
- Label Rouge: Pasture-Based Poultry Production in France
Of interest to U.S. producers is a French program that assures a high-quality, specialty product to French consumers. In poultry production, slow-growing genetics are used along with outdoor access, and soft-scalding and air-chilling during processing.
- Organic Poultry Production in the United States
In organic poultry production systems, birds are raised without cages in housing that allows outdoor access, are fed organic feed and managed with proactive practices and natural treatments. This publication discusses organic husbandry including living conditions, health, genetics and origin, feed and processing as specifi ed under the livestock requirements of the U.S. Department of Agriculture National Organic Program.
This page was last updated on: January 26, 2015