Advanced Agricultural Leadership Program (AALP). In a region where farmland is measured in square feet, fried crickets are a delicacy and roadside markets are more common than supermarkets, we experienced many firsts, and our eyes were opened to the differences in agriculture between Canada and Southeast Asia.

We arrived in Ho Chi Minh City, Vietnam, ironically on the inaugural Canada’s Agriculture Day, and so we shared our #AgMoreThanEver pride from the other side of the world.

Over the next few days, we toured around rural areas, visiting a rubber tree plantation, an agriculture research park where they were growing cabbage, melons and peppers, an earthworm farm and a dairy.

After an eye-opening experience traveling through Vietnam, we flew to Thailand to finish our study tour. We visited the Baan Susan Chamchoen Farm, owned by Mr. Somsak, outside of Bangkok. He toured us through his mixed fruit farm, which he built for agri-tourism, with lodging, a restaurant and a store to purchase many value-added products, including syrups and jams. He grows bananas, coconuts and mangos and raises ducks, chickens and goats. We thanked Mr. Somsak for his hospitality with an Ag More Than Ever t-shirt and a Canadian flag.

Jenn Norrie is the on-farm communications manager for Alltech, based in Calgary, Alberta, Canada. You can follow her on Twitter @jennorrie. You can also view posts from the AALP International Study Tour with the hashtag #AALP16.

“Raising kids isn’t that hard…right?” says someone who has clearly never parented a child before. But is parenting harder than raising healthy calves?

Try having that argument with a producer who has 400 individual cow-calf pairs — not just one or two kids — in the middle of calving season. From the stress to the unpredictability to the effect on his or her bottom line, calving is undoubtedly tough. But the reality is that it’s not fair to compare the two. Parenting children and raising calves are incredible gifts and incredible challenges.

But why do some calves and some kids turn out well while others do not? Is it luck? Or is it something else?

Many beef producers attribute a good batch of calves to favorable weather, a strong market or a list of other factors. Parents, meanwhile, spare no detail (or expense) in attempting to raise healthy and successful kids.

Is it possible for us to pull some truths from parenting that apply to raising calves?

Parenting truths that (wildly enough) also apply to cattle

1) Kids (and calves) need a nurturing environment.

From the moment a mom-to-be learns that a baby is on the way, everything in her life begins to change as plans are made for the newest addition to the family. A bedroom is prepared, a crib is set up and everything the mom eats and drinks is taken into account to prepare for the baby. Parents do all that they can to protect their child and establish a good foundation so he or she can be as healthy and strong as possible.

The same logic can and should be applied to calving. First, from a management standpoint, everything needs to be done to assure the comfort and safety of the cow. This means providing sufficient bedding, creating a clean, bad bacteria-limiting environment and reducing external stresses at all costs for the sake of the new calf.

Nutrition is a second critical component of any healthy calving program. Similar to how many moms-to-be take prenatal vitamins, a quality mineral and nutritional program — especially in the final four to six weeks of pregnancy — is key to delivering quality calves. Technologies such as Bioplex®, Sel-Plex®, Bio-Mos® and Actigen® can all play a central role in a healthy cow-calf management program. Bioplex and Sel-Plex are organic trace minerals formulated to promote the optimal mineral status for cows, which is critical for ensuring immunity and the adequate transfer of nutrients to the calf. Additionally, Bio-Mos and Actigen are industry-leading technologies used to optimize gut health and promote good bacteria both in cows and their calves.

A healthy gut in the cow leads to improved colostrum quality, the all-important first drink for calves that can jumpstart their natural health defense and support overall immunity. Particularly during the first 24–72 hours of a calf’s life, when it must absorb whole proteins, reinforcing nutrient status through technologies like Bio-Mos and Actigen can promote life-long health, which is good news for both the cow and the calf.

2) Even when times are tough, parents (and producers) must trust the process.

There’s a reason they call it the “terrible twos,” and most parents vividly remember their kid’s first out-of-control public temper tantrum. The kicking, the screaming, the unwanted stares from other parents — those moments are intense (especially for a first-time parent), but they can provide insight for cow-calf producers. Parents know this behavior is all part of growing up and requires dedicated, steady and loving parenting.

Every few years, it seems the market for cattle hits a peak high or an all-time low. In both the high and low moments (like when a kid is screaming in public), it is important to remember the impact of tried-and-tested methods, not just the latest fad or quick fix, to drive long-term profitability.

One factor for success in cattle production is using comprehensively researched feed ingredients like Bio-Mos and Actigen. Reviewed in over 734 accredited studies in all production animal species, Bio-Mos and Actigen have more than 20 years of market presence to back their ability to promote both health and profitable returns. By being proactive and utilizing nutrition as a management tool, much like good parenting strategies, an overall platform for success can be created.

3) Kids don’t magically turn into adults at age 18. Calves aren’t automatically ready for the feed yard.

Every parent’s “special little guy or girl” doesn’t simply wake up as a healthy, smart, successful adult on his or her 18th birthday. Every successful adult was molded and nurtured every day for 18 years by those around him or her, especially their parents, before being sent off into the world.

Interestingly, the world of cattle production can and should function the same way. The goal of cow-calf production is to generate healthy, strong calves that can perform well when they are sent off for feedlot production, much as young adults are prepped in school to enter the workforce.

For cattle about to enter the feed yard, this may take shape in a few different ways. Nutritionally, it can be reinforced by developing a strong mineral program throughout the calf’s life, especially during the weaning and backgrounding stages, with technologies like Bioplex and Sel-Plex. A strong mineral base prepares cattle for the new feedlot environment and ensures that they produce profitably. Furthermore, management issues, such as shipping stress, can be accounted for by supplementing the diet with electrolytes to reinforce receiving status.

The connection between calves and kids/producer and parent is closer than we think. As producers, we provide some of the healthiest, best-tasting beef we can for our communities, friends and families. We also desire to feed and nurture children in such a way that they can grow up to become healthy, productive adult members of society.

Let’s continue to raise our cattle and kids with the kind of care that benefits us both today and for generations to come.

For more information on our full range of nutritional solutions, please visit www.alltech.com or contact us directly by messaging beef@alltech.com.

A few weeks after harvest is over, Ray Tucker studies the yield reports on his corn and soybeans and begins the task of planning for the following year. As a sixth-generation farmer, this is a well-practiced ritual for Tucker.

“We go back about five years in the records,” says Tucker, who uses this data not only to keep track of how his fields have been producing throughout the years, but also to plan what varieties of corn, soybean, wheat and tobacco he will plant the following year.

“We normally don’t plant one variety for more than two years,” he explains.

He notes that available seed varieties tend to change every few years, which he enjoys because “it keeps you on top of your varieties and what each of them will do.”

Farm management pragmatism

Tucker is very pragmatic in his approach to his farm management. 

“My income depends on the weather,” he says. “It depends on the rain and depends on the sunshine, and it doesn’t make a difference what crop you’re talking about.”

Even so, Tucker never lets his crops want for anything that is within his control. He makes his decisions on crop inputs based on his expectations for the year. For example, if it is expected to be a rainy year, he knows that the disease potential will be high and adjustments will need to be made to better prepare the crop to fight against those diseases. 

Balancing technological investment with the bottom line

Keeping up with technology is another important factor for Tucker. 

“We’ve adapted to the technology,” says Tucker. “We are a very open-minded farm and are willing to give new products a try. We have to be in order to be profitable and sustainable for the future.” 

While he extols the virtues of being progressive, Tucker cautions that “you have to draw a line between how much money you’re going to spend to keep up with the times and still be able to feed your family.” 

For the love of the farm

When asked what stands out to him after his many years of farming, Tucker smiles as he says, “You have to want it. You have to want to spend 20 hours in the tractor, or the combine, or the sprayer. You have to want to do everything you can to have your crop do well.” 

Those long hours and hard work have a very rewarding outcome.

“My most favorite thing is to be able to raise a family on the farm,” says Tucker, recalling picnic lunches and suppers on the field. “You work hard, and when the work is done, you can play hard.”

Tucker’s matter-of-fact tone belies his passion for his vocation.

“It’s our livelihood; it’s what we do.”  

Have a question or comment?

Health-conscious consumers in search of wellness and quality of life are the key drivers behind a booming market for food and beverages with added benefits. This functional foods market was already estimated at $129.39 billion in 2015, and a compound annual growth rate of 7.8 percent is expected through 2021.

Strengthening this trend is a major demographic change taking place: the boomer generation is aging.

By the year 2050, 30 percent of the U.S. population will be 65 years of age and older, and a similar demographic trend is expected in other regions of the world. Currently, life expectancy at birth is 78.9 years, a significant increase over the past 40 years due to advances in medical care and nutrition. This means more people are experiencing the aging process, which brings with it a series of changes and a decline in body functions, such as eyesight, hearing, taste, mobility, memory and cognition.

This is due to an accumulation of damage to cells, tissues and organs, occurring over time from changes in hormonal regulation, wear and tear, and free radical production, among others.

One of the resulting conditions, cognitive impairment among older people, may place a tremendous burden on public health. Alzheimer’s disease (AD) is the most common neurodegenerative disease. It affects 5.3 million Americans 65 years of age and older, and that number is expected to quadruple by the year 2050 with a cost of over $1.1 trillion to the U.S. alone.

Can Fido come to the rescue?: Similarities between senior pet and human nutrition

As it is with humans, the pet population is also living longer due to better nutrition and veterinary care. It is estimated that 45 percent of dog parents have a dog aged 7 and older, while 46 percent of cat parents have a cat aged 7 and older. 

A number of studies in the past 15 years provide evidence indicating similarities between man and his best friend as far as cognitive-behavioral skills are concerned, particularly in later stages of life. These studies suggest that cognitive decline in the aging canine is remarkably similar to that of human aging and dementia.

In humans, AD involves the accumulation of senile plaques called beta amyloid (AB) plaques and neurofibrillary tangles (NFT). Canines develop AB lesions but not full-blown NFT. In addition, free radicals or reactive oxygen species (ROS) from mitochondrial dysfunction may cause deleterious effects in neurons both in canines and humans.

In the canine model, the use of antioxidants and mitochondrial cofactors, such as carnitine, alpha lipoic acid and alpha-tocopherol, showed improved cognition and reduced neuropathology in aged dogs.

The beneficial effects of fish consumption are well-known in human health. Several studies in elderly people indicate that supplementation with docosahexaenoic acid (DHA) has a protective association against cognitive decline. Similarly, DHA supplementation in the canine model also shows improvement in cognitive learning in aged dogs.

More recently, there is strong evidence coming from a number of selenium yeast studies, indicating that selenium yeast plays an important role in reducing the beta-amyloid burden and minimizing DNA and RNA oxidation, which can assist in preventing age-related neuropathologies associated with cognitive decline.

There is no silver bullet that will provide a solution to the preservation of cognitive function through life. What is clear, however, is that the nutritional tools we have available can help us forge a magnificent shield to fight against cognitive decline in both the human senior and his best friend. 

The new Veterinary Feed Directive (VFD) has caused many changes for farmers, ranchers and their dealers this year, both in how they feed their animals and in how they keep track of their records. But the big picture also affects other groups like veterinarians and how they manage antibiotics for their clients.

With many affected by these changes, it is important that the industry as a whole maps out the issues and works together more closely to reduce any risk of errors or additional challenges in this process. To help address some of these issues, we asked our team in the field:

What are the most frequently asked questions across the U.S. following the new VFD?

1. How does my VFD look?

This one is a big worry for a lot of people, and for good reason. The U.S. Food and Drug Administration (FDA) will eventually start auditing to ensure the VFD is working and that people are in compliance. This means it is important for dealers and their customers to have a proper recordkeeping system and accurate information in their VFDs. The FDA has provided examples of properly filled out VFDs that you can reference on pages 12–16 of the Common Format Q&A. 

It is also very important to make sure your figures are accurate. With no feed amount specified in the VFD, number of head and days are the two most important figures. It is important that the vet knows the approximate number of animals for the VFD, which should include any animal that has the potential to be fed a VFD feed, and it is also good for your vet to have an understanding of the capacity and normal animal turnover in your facility. This enables them to make sure the amount of feed sold under the VFD is consistent with the number of head covered. During inspections, VFD orders may be compared to manufacturing records, so these need to match up.

You also want to make sure to include everything that is required when filling out the form. For example, there is a cautionary statement that should be included on all invoices for customers. The FDA wants feed distributors to ensure all labeling and advertising prominently and conspicuously displays the following cautionary statement: “Caution: Federal law restricts medicated feed containing this veterinary feed directive (VFD) drug to use by or on the order of a licensed veterinarian.”

2. Can we store VFDs digitally?

Dealers and farmers can store their VFDs in any format, including digital or paper. However, errors seem to be more common with handwritten VFDs. To help reduce the risk of an error, it may be beneficial for veterinarians to use an electronic VFD. This can make storing your VFDs digitally even easier. Additionally, since you have to retain a copy of the VFD for two years, this will help reduce the amount of paper you have to have on file.

3. Can I use a VFD for multiple groups?

You can use a VFD for multiple groups, provided the veterinarian has a VCPR  and is comfortable with the health and management of each of the sites covered by the VFD.

This is why making sure you have a good relationship with your vet is so important. They need to have a strong understanding of your animals and their conditions to make the best decisions for you and your operation.

Many other challenges are going to come up as the VFD continues, so it is vital that you are able to discuss these matters with your vet. For example, you may need a second VFD for different feeding periods, or a VFD may expire and the vet will need to write a new one. This is a process that requires constant communication with your veterinarian to ensure accuracy and that your animals are kept as safe and healthy as possible.

As our industry comes together to deal with the VFD, we are learning more about what works and what we need to change.

“Though it comes with its challenges, the VFD has created a great opportunity for the industry to review what they are doing in terms of feeding their animals,” says Lori Stevermer, marketing specialist for Hubbard Feeds. “Often, antibiotics were fed because that’s what was done in the past. Now, we need to work more closely with our veterinarians to determine what is best for our animals, and our future.”

By requiring us to take a closer look at our feeding processes and our relationships, the VFD presents an opportunity to strengthen our industry. This will help us determine what is best not only for our animals, but what is best for our families and the consumer.

For more information on or questions about the VFD, the frequently asked questions at the American Association of Swine Veterinarians (AASV) is a great resource. Also, feel free to reach out to your local Alltech or Hubbard Feeds representative for assistance with your nutrition.

Consumers have certain expectations of how a tomato should look and taste when it reaches their table. Producers know all too well, however, the variables inherent in farming that are at odds with standardization of the final product.

During the growth cycle, the flower setting and fruit standardization stages are essential to meet the desired aspects of color, size and flavor. These periods, which determine productivity and fruit classification, can be a challenge for producers since the plants are constantly subjected to stressors, such as adverse environmental conditions, which can compromise crop development.

An ally in crop development: Hormonal precursors

According to agronomist Marcos Revoredo, technical manager for Alltech Crop Science in Brazil who specializes in intensive crops, hormonal precursors may be an ally in minimizing the physiological stress on the plants.

“By applying these precursors as a substitute to a pre-mixed combination of hormones, it is possible to stimulate the plant to produce its own hormonal balance in the precise quantities needed to meet the plant’s demands at that exact moment,” he explains.

In response to this natural hormonal balance, “the plant will have a better redistribution of nutrients to flowers and fruits, increasing production. It also allows for more balanced plant growth and, in the following stages of fruit development, increases standardization of size,” says Revoredo.

Profitability through uniformity

In Araguari, Minas Gerais, Brazil, producer Edson Trebeschi emphasizes the importance of care in the standardization of the size of the tomatoes.

“If you have a fruit that is higher in quality and uniform in size, it results in greater profitability down the road,” says Trebeschi.

For this reason, Trebeschi has been increasing his implementation of more sustainable production practices, working preventively to improve plant resistance.

Additional considerations for top tomato crops

Revoredo also notes that besides the use of natural solutions based on hormonal precursors, such as plant extracts, minerals and amino acids that promote the reduction of the effects of stressors and improve the vigor of the plants, important factors in reaching good results in tomato crops include soil preparation, disease and pest management, adequate irrigation and nutritional maintenance.

Have a question or comment?

If you take a walk down the aisle of any grocery store, you will find hundreds of items with labels touting the “natural” aspects of products. While these labels can sometimes be little more than a marketing ploy, it does give an indication that consumers are looking for more natural consumables and that growers need to be aware of those consumer demands to stay relevant on the shelves. 

By taking a few simple steps in conjunction with existing conventional practices, growers can adhere to a more natural method of production while remaining profitable.

1. Improve the soil structure

Healthy crops begin with healthy, nutrient-rich soil. The use of cover crops and crop rotation decreases nutrient depletion and increases organic matter breakdown by supporting the microbes in the soil, potentially reducing the amount of fertilizer needed to achieve the maximum growth potential of the plants. 

Cover crops build soil health by adding organic matter as their roots degrade into the soil, increasing nutrient retention, controlling erosion through improved stability and moisture-retaining capabilities, and reducing the number of weeds in the field, which decreases the need for herbicides.

By using different crops in rotation, different types of organic matter are added to the soil, diversifying the available nutrients and microorganisms present.

At planting, consider using a no-till method so as to not disrupt the soil biology and maintain the new soil that has been created.

2. Build the soil microbiome

There is a delicate symbiotic relationship between the plant and the microbes that surround its root system. Microbes in the soil help plants by increasing nutrient availability and enhancing root growth. In return, these microorganisms receive the carbon that they need to grow and thrive from the plant. 

The same means used to improve soil structure also provide a favorable environment that enhances the soil microbiome, particularly when a naturally based fertilizer is used to promote growth and diversity in microbial populations.

3. Increase nutrient availability

The use of natural substances, such as amino acids, in the chelation of micronutrients facilitates their absorption by plants as they are presented in a much more bioavailable form, meaning they are ready to be used. Plants that are well-nourished are healthier and will be better able to resist environmental stressors.  

4. Naturally boost plant performance

The use of biostimulants has grown exponentially in the past few years. These  naturally based products  help to promote functions in the plant that improve efficiency, increase performance and strengthen stress tolerance. 

Used as an alternative to synthetic products, growers are finding that their results in yield and quality equal or exceed those observed when using conventional practices. 

5. Utilize integrated pest management

Focusing on a more long-term approach to decreasing pests and other environmental stressors, integrated pest management (IPM) combines different methods, such as biological control using biopesticides and promoting induced resistance in the plant, for a more comprehensive approach to management.  

From a nutritional standpoint, a plant that is healthy will have a better chance of resisting disease pressure. 

IPM also looks at the growing environment as a whole, taking into account many factors, including current pests and their predators, irrigation and drought conditions, weed management and soil conditions.

It is clear that many parts of these approaches are interconnected and will have effects on the others. Improving the soil will improve the plant, which will make it more likely to have a systemic resistance to environmental and disease pressures and will reduce the need for pesticides and other synthetic interventions.  

Have a question or comment?

Feb. 16, 2017, marks the inaugural Canada’s Agriculture Day, with events and social media conversations taking place all day, across the country and around the globe, as we celebrate the food that we love and the people who work hard every day in all sectors of the Canadian agriculture industry.

Get involved online, on-farm and more

You can participate in many ways, from coast to coast in Canada as well as internationally, to connect with other agvocates and show that you are #AgProud. Check out Canada’s Agriculture Day website for suggestions on everything from social media posts to community events to ag challenges. The Agriculture More Than Ever website also includes great resources for every agvocate.

A daylong celebration will take place in Ottawa, but if you are not able to attend in person, you can view the live stream of the “Future of Agriculture is Bright” session. Also, join in the celebrations on social media by using and following #CdnAgDay posts.

Make your #AgProud voice heard

Personally, I will be celebrating Canada’s Agriculture Day in Ho Chi Minh City, Vietnam, with my Advanced Agricultural Leadership Program (AALP) classmates as part of our International Study Tour, during which we will share knowledge and support Canadian agriculture with our American counterparts from LEAD New York and Rural Leadership North Dakota.

I encourage everyone to get involved and celebrate Canada’s Agriculture Day in your own way! Most importantly, use the day as an opportunity to speak up and share your stories about Canadian agriculture.

As a proud partner of Agriculture More Than Ever, Alltech wishes our Canadian customers, employees and friends the best on Canada’s Agriculture Day!

Did you know:

• 1 in 8 Canadian jobs are in agriculture and agri-food
• Agriculture employs over 2.1 million Canadians
• Canada is the world’s largest producer of canola and durum wheat
• 98% of Canadian farms are family owned and operated
• Canada is the world’s leading exporter of lentils and mustard

You can find more facts about Canadian agriculture by following Agriculture More Than Ever on Facebook and on Twitter (@AgMoreThanEver).

On the heels of Alltech’s acquisition of Solbiosur in December 2016, we caught up with the people who are hard at work making this joining of forces possible.

Alltech Crop Science (ACS) has been active in Europe for over 20 years. What began in the U.K., Ireland, Turkey and Denmark, where a considerable percentage of maize silage and potato crops were being treated with Alltech Crop Science solutions, soon expanded to other countries in Europe, such as Spain.

Solbiosur was founded in Spain in 2007, and since then, the company has become well respected in the national market and has increased its presence in the agricultural sector.

We spoke with Robert Walker, former general manager of Alltech Crop Science and current CEO of KEENAN, who was involved in the early partnering of ACS with Solbiosur; Dr. Steven Borst, current general manager of Alltech Crop Science; Jomi Bernad Blanch, Alltech regional director for Iberia; and Pedro Navarro, the commercial director for Solbiosur, to discuss the history of the collaboration and what exciting developments are expected in the near future.

How did the relationship between Alltech Crop Science and Solbiosur begin?

Robert Walker: In 2011, ACS collaborated with Ideagro, a private research company in Spain, and Solbiosur to run several trials on intensive crops. The success of these trials resulted in increasingly strong relationships between the two companies.

Pedro Navarro: The commercial relationship with ACS began in 2012 and has grown exponentially since then. By working together, we’ve been able to improve our growers’ production plans and increase their yields.

How do the companies complement one another?

Dr. Steven Borst: Solbiosur has a deep understanding of ACS technology and has used this to support its growers’ needs and ensure that the appropriate solutions are being applied. Pairing with Solbiosur, ACS can leverage its global understanding of markets and help Solbiosur expand its successful Spanish model to other parts of the world.

What benefits can growers expect from the partnership between Solbiosur and Alltech?

Jomi Bernad Blanch: Our coming together will mean an ability to deliver greater value to our customers.

Navarro: They can expect solutions to their problems, and they will know that the future of agriculture is bright.

Walker: Not only will the customers have better access to products, but they will also have access to greater support and research.

What are the opportunities in Spain and Europe for Alltech and Solbiosur?

Blanch: We believe this development unlocks an abundance of opportunities for agricultural and horticultural crop producers not just in Spain, but across the European region. The reach of both companies has significantly increased by joining forces.

Navarro: We can offer new natural-based technologies adapted to the localized markets throughout Europe and increase consumer peace of mind when they are buying their produce.

Are there going to be developments on a global level that result from the acquisition?

Borst: Absolutely. The ability for local countries to have this hub in Spain is a major opportunity to expand beyond the Iberian region.

Walker: This acquisition increases opportunities for further collaboration in other ACS markets, such as California, Brazil, Florida and Turkey, resulting in expansion of technologies, research and the sharing of ideas.

What are your thoughts about Alltech and Solbiosur’s new relationship?

Navarro: When we began, we didn’t know anything about the ACS products. Now, not only can we can attest to the efficacy of the products, but we have become a part of Alltech. We have a great opportunity ahead of us. Our customers are always looking to improve their operations, and I think that together we can achieve this.

Borst: We have the same focus of providing natural-based solutions that are safe and beneficial for agriculture, the consumer and the environment. Solbiosur has taken this core mission to heart, and it makes a lot of sense for us to work together as one team.

For more information, view our press release regarding Alltech’s acquisition of Solbiosur.

For the Chinese, the rooster symbolizes vitality, honesty, integrity and luck, but what meaning does the Chinese poultry industry have to the world?

“China is different and is not for the faint-hearted,” said Dr. Mark Lyons, executive vice president and head of Greater China for Alltech, during the Alltech Annual Breakfast Meeting at the 2017 International Production & Processing Expo.

There has been a great urban shift of 300 million people within the economic power player, resulting in 188 cities in China that are larger than Chicago. Additionally, China has a rising middle class that is young, urban and globally minded.

Since the annual Alltech Global Feed Survey began in 2011, China has dominated the world’s feed production, responsible for approximately 35 percent of the world’s total animal feed. In terms of poultry specifically, China is home to 20 percent of the world’s 60 billion poultry birds, including 8.8 billion broilers, 1.2 billion layers/breeders and 4 billion waterfowl. Currently, China produces 26 percent of the world’s poultry meat, and studies show that both consumption and production of poultry will continue to increase in China, and worldwide, over the next 10 years. China is also the world leader in egg production, producing almost six times more than the United States, which is in second place.  

Poultry trends in China

• Both the poultry and egg industry are moving toward integration.
• Consumer awareness of environmental pollution is growing and creating pressure at the farm level.
• Antibiotic-free production is a growing trend as testing and legislation increase.
• Pressure from the cost of feed materials is rising.
• Desire for high-quality poultry products is increasing.

Challenges within China’s poultry sector

• High feed costs; up to two times the cost of international prices
• Flat consumption, as chicken meat is considered an inferior protein to pork, seafood and beef
• Falling exports, as China’s competitiveness is decreasing against Brazil and Thailand to its top export market, Japan 
• Disease, with avian influenza outbreaks harming the image of poultry meat with consumers

“We have been talking about the power of the new consumer, which we are calling the prosumer,” said Lyons. “I believe there are more prosumers in China than any other market in the world today.”

Rather than simply consuming products, these prosumers are proactively exhibiting their beliefs, ethics, standards and aspirations through their purchases. Prosumers are product and brand advocates who now significantly affect the success or failure of companies, products and brands through their involvement on social media outlets. Poultry farmers around the world need to build relationships with these new consumers, and, as a poultry powerhouse with the largest rising class of prosumers, China may lead the way.

Have a question or comment?