UK poultry industry needs to push high welfare levels, says producer

A leading poultry producer from Norfolk has said the industry needs to find ways to promote its high British poultry production welfare standards to boost sales.

Patrick Joice, who produces 5.5m broilers each year with his father Nigel in Fakenham, said there was increased interest in the traceability of meat since the horsemeat issue. He said this meant producers should be making more of an effort to tell consumers about the high standards they work to.

He also said producers should be working with retailers to educate their shoppers about UK welfare standards. He said: "The foundation of our business is welfare, but public perception of what we do and what actually happens differs hugely. That has to change.

"On the back of the horsemeat scandal, there is a push from retailers to work with British agriculture and we need to take advantage of that. I hope this means we will work as a united front with retailers to educate the consumer and get around these welfare myths."


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