The end of the 20th century marks the end of a word that has been near and dear to this industry. The term, broiler, is weak and may not survive for long. What are the signs of poor health? For one thing, this is the last issue of Broiler Industry. In January of 2000, the new magazine, Watt Poultry USA will replace Broiler Industry. In addition, this year the National Broiler Council changed its name to the National Chicken Council. The stated reason was to reduce confusion and be able to communicate more clearly. That is the crux of the problem with the term broiler it does not now communicate clearly. More importantly, it has recently lost its primary reason for existence.
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