The poultry industry is grappling with the ongoing challenges posed by highly pathogenic avian influenza (HPAI), which continues to disrupt markets and shake consumer confidence. At the recent Chicken Marketing Summit, experts outlined five critical areas that require immediate focus. Firstly, there is a pressing need to address misconceptions about food safety, as many consumers mistakenly believe that properly cooked chicken can transmit bird flu. Tailored communication strategies are essential to dispel these myths across different age groups. Secondly, the industry must urgently resolve uncertainties surrounding airborne transmission, as current ambiguities lead to costly investments in mitigation technologies without clear evidence of their necessity. Implementing data-driven biosecurity strategies is also crucial, as producers need targeted guidance to optimize their practices based on location and risk factors. Additionally, the economic impact of the outbreak spans all sectors, with significant losses in the egg and turkey industries, while broiler producers face trade challenges. Lastly, vaccination emerges as a strategic tool, offering proven benefits in reducing viral spread, though it requires robust monitoring systems. Addressing these challenges demands coordinated action, combining scientific innovation with effective communication to restore consumer trust and ensure market stability.
What are the top priorities for the poultry industry against HPAI?
