Clear vision, no confusion

Public awareness is key in any ‘buy local’ program for our top quality agricultural products. With this firmly in mind, the Chicken Farmers of Nova Scotia have come up with a concise message that can’t help but make their product more attractive to the consumer.

The local poultry industry has been buffeted lately by the upcoming closure of the Maple Leaf processing plant at Canard and by long-term issues such as international threats to supply management and from diseases such as avian influenza. But the Nova Scotia industry’s promotion committee puts things in a clear, and positive, light.

Geneva Newcombe outlined the producers’ message at the Chicken Producers Association of Nova Scotia annual general meeting in Greenwich March 7.

The message, on a brochure, notes the five areas of importance: a quality product; a safe product; animal health and care; supply management support; and the community and economic impact.

The province’s more than 80 poultry farmers produce more than 43 million kilograms of chicken a year; 23 chickens for every man, woman and child in Nova Scotia.

The sector provides product for retail, restaurant and institutional markets in the province and beyond. It creates employment on the farm, supports local processing and constitutes a market for feed mills, hatcheries, veterinary services, equipment dealers, and transportation companies.

Production of high quality, safe chicken is a cooperative effort from which everyone benefits, the committee notes.

The producers are proud of the highest quality and safest chicken available to consumers in the world. Poultry is a healthy food choice: high in protein, low in fat; tasty, safe, and easy to prepare in various ways. It’s federally inspected to guarantee highest product quality on the family dinner table.

On product safety, the committee says producers work diligently for flock and food system safety. The chickens have a grain-based diet. Hormones in poultry feed have been banned in Canada since the 1970s.

Stringent cleanliness and biosecurity measures are enforced and farms are audited under the On Farm Food Safety Assurance Program (OFFSAP). In the event of disease outbreaks, producers are prepared to respond quickly and efficiently so as not to compromise food availability and safety.

The producers note that supply management ensures a steady supply of chicken based on market demand and allows efficient and planned production at a fair price. The three pillars are import controls, producer pricing and production discipline.

They contend that the provincial poultry industry would be impacted severely if the system was abandoned and the sector’s economic contribution would be lost.

As well, the sector takes animal health and care seriously. The birds are the producers’ livelihood and they take pride in their care. The birds are free to roam in environmentally controlled barns and have ready access to food and water. Producers follow rigid cleanliness and disinfection procedures to ensure a safe and clean environment for the flocks.

It doesn’t get any clearer than this. Poultry producers are productive and efficient, with demonstrable ties to local economies. Other commodities and industries could well take note of such a concise and clear message.