Beyond Single-Issue Goals: Rethinking Poultry Sourcing

The forum brings together eight prominent hospitality operators, including KFC and Nando's, who are moving away from single-issue procurement frameworks towards an integrated approach that addresses welfare, sustainability and supply security simultaneously.

The shift marks a departure from the Better Chicken Commitment, which the founding members say no longer aligns with the multifaceted challenges facing their supply chains.

In 2024, the initiative was launched as the poultry sector confronts unprecedented pressures. Consumer demand for chicken has increased while supply chains face disruption from avian flu outbreaks, planning constraints on production facilities and the resource implications of evolving welfare standards.

Allen Simpson, Chief Executive at UKHospitality, explains: "This demand comes at a time of acute chicken supply pressures and operators rightly have to ensure consistent and secure supply chains, while continuing to improve welfare standards and cut their environmental impact."

Holistic procurement framework emerges

The Sustainable Chicken Forum has outlined a framework that treats procurement decisions as interconnected rather than isolated.

According to the organisation, its priorities include advancing welfare through science-based outcomes, establishing reporting mechanisms to track sectoral progress and championing continuous improvement across supply chains.

The forum will also explore research into how the poultry sector can balance welfare enhancements with environmental impact and consistent supply. Policy engagement to support British production within European and global supply chains forms another key pillar.

Dr Louise Manning, an agri-food supply chain expert, says: "In a difficult time for ensuring a secure, affordable and consistent food supply, minimising the impact of UK production on the environment and ensuring continued employment where alternative opportunities are limited, means evidence-based leadership of the sector is required."

Resource implications challenge procurement strategies

The eight founding companies state that their withdrawal from the Better Chicken Commitment reflects concerns about its narrow focus on slower-growing breeds. According to their announcement, this single-breed requirement overlooks broader supply chain implications.

The environmental data presents a notable challenge for procurement teams working towards net-zero commitments. Slower-growing breeds could produce 24.4% more greenhouse gas emissions and require 34.5% more water compared to current industry standards, according to the forum.

From a supply perspective, a Europe-wide transition to these breeds could reduce poultry production by as much as 44%.

"Improving chicken welfare while reducing carbon emissions is a complex but important challenge for the sector," says Bob Gordon, Director at the Zero Carbon Forum.

Bob also notes that his organisation has worked with hospitality to reduce annual emissions by 825,000 tonnes and will now collaborate with the forum to identify holistic solutions for chicken supply chains.

Planning constraints compound availability pressures

Supply chain pressures extend beyond breed selection into production infrastructure. Global avian flu outbreaks have tightened availability while production shifts such as reduced stocking densities have decreased farming capacity.

In the UK, moves to lower densities of 30kg per square metre face obstacles from planning rejections for larger facilities, creating bottlenecks that could affect both domestic and international supply.

Adrian Knoetze, a poultry veterinarian, says: "The focus on slower-growing breeds risks overlooking other very important factors that influence broiler welfare: areas such as bird management, shed conditions and ongoing training in welfare best practice."

The forum will continue examining how welfare standards can advance while reducing environmental impact and maintaining secure, affordable chicken supply for consumers.