An end for commodity meat? A blueprint for branded poultry

摘要

Responding to consumer attitudes is key in the branding of poultry meat. Poultry has many benefits for the consumer as a low-fat, high-protein food that is relatively simple to prepare and ideal for a wide variety of recipes. For the poultry processor, there are also many opportunities for added value. However, there have been recent concerns over the welfare of intensively farmed poultry, bacterial contamination and antibiotic-resistant bacteria passing onto humans.