& nbsp; The US broiler industryfortyThe company adopts a vertical integration model, approximatelytwenty-nine thousand and five hundredHousehold farmers sign contracts for breeding, and the output accounts for a certain percentage of the total output95%，surplus5%It is a self operated farm of the company, with an annual breeding total ofninetyOne billion chickens,19%The chicken meat is used for export (due to the relatively low feed prices in the United States, the international competitiveness of American chicken meat is relatively high). The United States hasone hundred and eighty-fiveHome slaughterhouse, chicken is a popular meat.one thousand nine hundred and ninety-twoChicken replaced beef as the dominant meat in the United States, in the pastfortyHow did chicken gain such a high market share when the annual total meat consumption remained stable?
1、 The Transformation of the American Chicken Market
1. Fast food restaurants are the fastest-growing part of chicken consumption
The main reason is the change in consumer experience. With modern consumers becoming increasingly busy with work, they are more inclined to dine out, and fast food restaurants have quickly become popular among office workers due to their convenience.
2. The situation of American farms has greatly improved, with investment attractiveness and overall lower costs
By improving natural genes and investing in modern farms, over 99% of farms are currently integrated and have both farmers and farm managers.
3. The US government and research institutions invest a large amount of funds every year in the field of broiler research (such as Salmonella, improving productivity, etc.).
2、 The rapidly growing market share of the US chicken market is due to various factors
1. Cost advantage
Compared to beef and pork, chicken requires lower costs and has a more stable price.
2. Better sustainability
Less feed, water, and land.
3. The National Chicken Association, a poultry industry group established in 1954 in the United States
As a unified voice platform, the association has done a lot of work in stimulating consumption, that is, to make consumers fully understand the advantages of chicken protein, while the pork and beef association has focused on increasing production, with insufficient investment in end consumers.
3、 The main success factors of the National Chicken Association, a poultry industry group in the United States
1. During crisis public relations, the association speaks out in unison
Firstly, there is strong member participation (both economically and temporally), with each member unit of the chicken association contributing a significant amount of funds. Secondly, the association has a powerful board of directors and committees with authority to make decisions. Leading companies in the industry play important decision-making roles, with the board of directors and committees representing the voices of industry leaders. Leaders of leading enterprises must spend a significant amount of time participating in the decision-making of the association. When the government, consumers, and media question the broiler industry, the association represents the entire voice, not a specific enterprise. When there is a public relations crisis, the chicken association represents the entire industry to provide a unified explanation. In addition, the association has full-time employees (non part-time volunteers). Due to sufficient funding, the association will invest a lot of manpower and material resources in consumer and media promotion to ensure the effectiveness and targeting of the promotion.
2. Stimulating consumer demand
Including consumer education, demand creation, media communication, government liaison, policy influence, etc. Create a healthy environment for chicken production to sustain demand growth.
(1) The association sponsored universities to conduct research, and the results showed that the cholesterol and fat content of chicken meat were lower than that of beef. We also obtained support from health experts (American Heart Association), and in the United States, chicken is considered a "healthy" meat. Doctors will recommend patients to consume chicken to improve their health.
(2) Media promotion. The association vigorously promotes chicken wings at national events in the United States every year, especially during the final of the beloved Super Bowl football game. Today, whenever Americans think of watching a Super Bowl game, they naturally want to pair it with chicken wings. During the Super Bowl, Americans will eat over 1.25 billion chicken wings. This kind of promotion can only be achieved with strong leadership, publicity, and financial support from associations, which cannot be achieved by a single enterprise.
3. Catering to consumer preferences and developing new products
Firstly, many chicken products claim to be healthy; The idea that chicken products have a relatively low fat content has been accepted by Americans. In the United States, chicken labels indicate a "heart" shape, indicating that eating more chicken is beneficial for the heart. Studies have shown that for every 1% increase in the employment rate of women in the United States, chicken consumption increases by 0.6%. With the growth of the number of women in modern workplaces, chicken consumption in the United States has greatly increased. In addition, the United States has developed new products tailored to working women. More dining out rates have led the white feathered broiler industry to target restaurant menus; A busy lifestyle demands convenience, and 45% of chicken meat is deeply processed, which is relatively convenient and fast; In addition, white feathered chicken is suitable for food innovation.
4、 Suggestions for the Chinese broiler industry
1. Promote scale operation and family farms
Promoting large-scale farms is part of an integrated supply chain, with 29500 farmers in the United States producing 9 billion chickens and hundreds of thousands of farmers in China producing 5 billion chickens. Large scale farmers in the United States have good education, funding, and management experience, which enables them to produce safer and cheaper broiler chickens.
Every year, China's No. 1 central document is about agricultural development, and agricultural production modernization is the direction. The government should encourage and support new types of family farms, concentrate land to establish large-scale farms, lease land for farmers, and enhance their legal status. This will promote production, reduce costs, and improve food safety, bringing low-cost and higher food safety to consumers.
2. Consumer Education: Reality and Cognition
Food and personal safety come first, followed by quality and health. When consumers believe that chicken meat can make them sick or even fatal, promoting the benefits of chicken meat is useless. The government and industry must fundamentally address the ongoing issues of avian influenza and food safety.
3. The advantages of large farmers
Large scale farmers have fewer diseases and food safety issues. According to a report released by the government, the root causes of the new round of deadly avian influenza, H7N9 and H10N2 viruses, as well as those tested positive in sampling, are small-scale poultry farming. Large scale farmers are more successful in disease prevention and control, and there are fewer food safety incidents among them.
4. The role that the government should play
The government should firmly adhere to the policy of encouraging large-scale aquaculture; The traditional supply chain is also the transmission chain of avian influenza, and it is necessary to quickly transform transportation and processing; The sales end needs to transform into modern retail to give consumers confidence; The investment scale of modern farmers requires disease prevention and control measures to be taken with other farms. Without relevant measures, disease problems may arise, which cannot reflect the economic viability of modern farming. Disease issues are not conducive to the inflow of funds into the industry, and the fundamental reasons must be clarified.
5. Establish strong industry association leadership
One is to replace the current "personal and food safety" with "quality and health" to address the root causes; Secondly, utilizing major consumer trends; Thirdly, based on modern family farms, develop an integrated supply chain; The fourth is to unleash the "market power" of the private sector to promote competition and innovation; Fifth, government policies promote capital investment and competition, while ensuring veterinary and food safety standards.
6. Roadmap for China's Modern White Feather Broiler Industry
Many countries have experienced the difficult process of transitioning from small-scale farming to large-scale farming. Now is the time for China to take action. All major poultry producing countries have started with small-scale farming and have faced challenges from diseases and transformations, including the United States, Europe, Brazil, Thailand, South Korea, Malaysia, and others. To achieve industry transformation in China, firstly, it is necessary to close the live poultry market; Secondly, close farms with existing diseases; The third is strict veterinary regulations within the industry; The fourth is to promote modern farmers. Although these are not easy to do, they must be done. The total consumption of meat in China is more than twice that of the United States, and the per capita consumption of chicken in China is only 25% of that in the United States, indicating a large market space. The Chinese white feathered chicken industry is at a turning point of great transformation, and we can create a bright future.
