The US Grains Council (USGC) is assisting India's
growing commercial poultry processing industry with their strategic consumer
marketing efforts, says GrainNet.
Indian consumers traditionally purchase live poultry as
supermarkets/grocery stores were uncommon. However, the situation seems to be
taking a turn.
Growing population, growing number of retail
â€œYou are seeing more and more retail markets, similar to grocery stores in
the US,â€ says USGC director of international operations Chris Corry. He believes
that this shift is due mainly to a growing population, of which nearly
two-thirds depend on agriculture for their livelihood.
Indian poultry farmers embracing commercial poultry production are
realising a more profitable profession due in large part to the Council's
assistance with their consumer marketing efforts, according to Amit Sachdev,
USGC consultant in India.
The Council's efforts on behalf of the commercial poultry industry will
become increasingly important to Indian poultry farmers as demand for poultry
meat and eggs is expected to increase as India's population grows.
Poultry processing increasing
As more and more consumers become aware of the safety and efficiency of
commercial poultry processing, a relatively new concept to most Indian
consumers, the poultry industry will grow substantially, thus needing more feed
Importing grains necessary
â€œIndia only produces roughly 600 mln bushels of corn annually, which is not
enough to sustain a growing population, especially,â€ said Corry, adding that
India will need to import feed ingredients "and we are working hard to ensure it
will be from US producers,â€ he adds.
Sachdev agrees with Corry and said he is anticipating that the Council's
education efforts will pay off for US farmers, while also feeding a growing
nation and reducing poverty within India's agricultural sector.