Review: Future-proofing poultry – insights from the industry
‘A realistic look at the future of poultry production – from the egg to the slaughterhouse’ was the theme of EW Nutrition’s recent 2-day event held in Berlin, Germany. Designed to provide participants with cutting-edge insights into sustainable poultry production, the programme brought together industry experts to explore innovations across the entire poultry value chain.
The first day of the event began with an insightful introduction from EW Nutrition CEO Jan Vanbrabant. He opened with background information about the company, emphasising its commitment to innovation in poultry nutrition and health. Vanbrabant highlighted the fact that global demand for animal protein continues to rise, with demand for poultry expected to grow by 26% by 2032, according to Rabobank projections. He also shared his perspective on raw materials, noting that while wheat production in Northern Europe is likely to increase, its quality may become more variable due to extreme weather events.
When addressing alternative protein sources, he referred to high costs and accessibility challenges, explaining that many people simply cannot afford these options — and that in some cases, they do not provide adequate nutrient or protein. His presentation also covered current global challenges, including geopolitical conflicts and avian influenza outbreaks, and how these issues are disrupting international trade. He went on to provide an outlook on the EU poultry meat market. Vanbrabant concluded with a call for industry-wide collaboration — a theme echoed by many other speakers throughout the event.
Trends shaping poultry’s future
Dr André Vielstädte, member of the board at EW Group, offered a comprehensive overview of current poultry market trends, reinforcing many of the points raised in Jan Vanbrabant’s earlier presentation. His talk focused on 4 key megachallenges facing the poultry industry:
- Food availability
- Climate resistance
- Efficiency of food production
- Human and animal health
Vielstädte also provided insights into the history of the EW Group, its core business activities, and its strategic priorities which are designed to ensure long-term resilience. He presented data highlighting the projected growth in poultry meat consumption within the EU, reaffirming the view that poultry’s position as a protein source is on the rise. His presentation also covered climate-neutral production.
He emphasised the impact of breeding improvements, noting that today’s broilers are more efficient than ever. Over the past 20 years, feed efficiency has markedly improved — modern broilers now consume 0.8 kg less feed, resulting in a 42% reduction in land required to produce broiler feed. Water consumption has also decreased.
On the topic of greenhouse gas emissions, Vielstädte pointed out that broilers today have a 50% lower CO₂ footprint compared to 1970. Looking ahead, he projected that by 2030, broilers will have a 15% lower carbon footprint than today.
Local feed, technology and consumer demand
Grzegorz Torzyński from De Heus, Poland, took to the stage to discuss the current state of the Polish poultry market and share key insights about De Heus’ operations in the country. He reported that more than 97% of the grain used in De Heus feed is sourced locally from Poland, where the company operates 11 modern feed plants. Impressively, he stated that every third drumstick or fillet consumed in Poland comes from a chicken fed with De Heus feed. He also highlighted the company’s integrated approach to customer support, offering not only feed but also consultancy services and digital tools designed to improve animal welfare and boost producers’ financial performance.
Rainer Dullweber, managing director of Plukon, explored shifting consumer behaviour and long-term trends in the food retail sector. Drawing on recent survey data, he noted that value for money remains a key priority for consumers, with many still putting price over quality when shopping for food. Dullweber emphasised the influence of generational differences, explaining that varying political, economic and cultural contexts shape not only consumer attitudes but also dietary preferences. The younger generation are more price orientated but also more willing to pay a premium for sustainably produced goods. He closed by outlining ongoing challenges facing the food industry, including rising commodity and energy costs, persistent supply chain disruptions and the need to navigate increasingly complex regulatory requirements.
Jörg Hurlin from Agri Advanced Technologies (AAT) spoke about the role of cutting-edge technology in advancing both animal welfare and operational performance. He emphasised the growing importance of automation across the poultry industry, particularly in addressing long-standing welfare concerns. A key focus of his presentation was the culling of day-old male chicks, which he identified as a persistent issue in the layer sector. Hurlin noted that AAT was the first company to implement in-ovo sexing technology in a German hatchery — a significant milestone for animal welfare in egg production. He concluded with an overview of AAT’s technological solutions, highlighting their impact on animal welfare. Among them was the Vaccybot, a robot that provides one-time handling and accurate vaccination, and which earned a EuroTier gold medal for innovation.
From foundation to feed
Thomas Dixon, global product manager at Hy-Line focused on the role of genetics and responsible breeding in shaping the future of poultry production. He emphasised the critical role that eggs and poultry play in feeding a growing global population, noting that egg protein remains one of the most economical sources of nutrition. Dixon highlighted Hy-Line’s ability to meet diverse market needs, offering birds tailored to deliver customisable egg and weight profiles to suit specific production goals.
Farhad Mozafar from Lohman Breeders emphasised the critical importance of the brooding and rearing phase in poultry production. He highlighted body weight development as a key factor in achieving optimal growth, stressing that early and consistent access to clean water, high-quality feed and proper body temperature are essential for gut development, immune function and efficient yolk absorption. Mozafar concluded that proper housing, effective brooding and well-managed rearing are the cornerstones of producing high-quality pullets — laying the groundwork for a strong start to the production period and a successful laying cycle.
Dr Menno Thomas, director of Zetadec, delivered an engaging presentation on the future of animal feed, exploring both global certainties and emerging uncertainties. He pointed to shifting political landscapes and changing markets for raw feed materials as key factors reshaping the industry. Thomas revisited the traditional role of feed manufacturing and offered a deep dive into the science of feed pelleting, including detailed insights on slip layer development within the pelleting die. He stressed that operational excellence will be essential for the feed industry moving forward, urging the integration of new findings related to grinding and pelleting into everyday practice. He closed by affirming that the industry’s role in adding value to co-products will continue — so long as there remains demand for animal protein.
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