Full control of poultry meat production from parent flocks to retail delivery is the trademark of German companies in this sector. On the world stage, most of these family firms are comparatively small. This gives them the flexibility to react rapidlyto consumer concerns over quality and bird welfare, and to get the latest innovations onto the market, quickly. Germany, right in the middle of Ell consumption trends, naturally reflects developments of growing poultry consumption with sales of chickenand turkey starting to take-offhalfway through 2008, and a whole kilogramme added to per capita consumption over the previous year. The information available for 2009 indicates that another rise is on the cards. Most of the processors involved in the domestic market are still run by families that remain flexible, and who are able to react to potential markets, for example, by always adding to innovations within their ranges. Either they are among the first in Europe with new ideas, like curried convenience poultry meat meals or chicken filled tacos, or they sell their meat on to a company that's geared to meet the demand.
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