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Changing role for poultry meat in Europe

Academics and industry leaders are to come together in the autumn to discuss the role of poultry meat as part of the European Union’s Farm to Fork (F2F) Strategy.

The online event, taking place on 13 October, will look at the sustainability of poultry meat compared to other meats and alternative meat proteins, whether animal welfare standards are being met in the sector and how science and innovation can ensure that poultry meat remains safe, affordable and nutritious.

EU Agriculture Commissioner Janusz Wojiechowski said the EU must work to support support farmers who voluntarily introduced high standards of animal welfare. Photo: ANP
EU Agriculture Commissioner Janusz Wojiechowski said the EU must work to support support farmers who voluntarily introduced high standards of animal welfare. Photo: ANP

Speaking at the recent AGRIFISH Council meeting, EU Agriculture Commissioner Janusz Wojiechowski said the EU must work to support alternative methods of livestock farming and look to support farmers who voluntarily introduced high standards of animal welfare. And the recently released F2F Strategy softened its stance on meat compared to previous drafts but offered staunch support for alternative proteins and said it would work to encourage people to consume “less meat”.

New campaign for EU poultry meat

The event is one of the first being promoted as part of a new communications campaign for EU poultry meat that was launched last month. Under the heading, ‘This is European poultry! High quality poultry with European guarantee’, it aims to strength the confidence of professionals and consumers in the quality of EU poultry.

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Importance of EU standards

The campaign, which has been brought together by 5 national poultry organisations from France, Germany, Italy, Poland and the Netherlands and their European umbrellas association, AVEC, focuses on the importance of EU standards to ensure a high level of animal welfare, sustainability and food safety.

Popularity of poultry continues globally
In 2019, the global poultry market increased by 6% to US$ 231.5 billion, rising for the 3rd consecutive year. Global consumption peaked in 2019 and a continued upward consumption trend is expected, according to an IndexBox report.

EU poultry consumption averages 25.3 kgs per year

At present, EU citizens consume on average 25.3kgs of poultry meat each year. Birthe Steenberg, AVEC Secretary General, said: “Our products are very much appreciated by EU citizens, and their popularity continues to growth. Our idea is to inform them about the improvements that the sector has achieved over the recent years.”