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.
This page was last updated on: January 26, 2015