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Can slower-grown breeds work in the UK poultry market? >More in
For decades the poultry industry has striven to improve efficiencies, driven by consumer demand for lower prices.
Fast-growing chickens with high feed intakes have been required – but that is starting to change.
Slower-grown breeds currently comprise about 5% of the UK market, whereas in the Netherlands they account for 100% of the retail market.
While experts do not expect uptake in the UK to match the Dutch level, slower grown birds could make up 10-20% of the market within the next five years.
What are the difficulties?
According to Danny Johnson, commercial director at feed and nutrition expert ABN, consumers are increasingly focusing on higher welfare, slower growing birds, and retailers will push suppliers to meet those demands.