Poultry (meat)
Poultry will thrive in a free-range environment provided they are well managed in a system that promotes their positive health. In poorly designed or poorly managed systems, numerous health and welfare problems can arise, making the enterprise unviable and defeating a major part of the exercise – to improve poultry welfare by allowing more natural behaviour.
Increasing consumer awareness of the negative health and animal welfare aspects of intensive poultry production have fuelled this growth. Despite relatively little promotion by multiple retailers, some processors have struggled to keep up with demand, indicating a significant latent market for organic poultry.
To find out more about organic poultry production download our free comprehensive introductory guide:
Market information
According to the Soil Association's Organic Market Report 2010, organic poultry production fell substantially in 2009 as consumer demand dipped. Supermarket sales of poultry and game fell by 28.2%, with a reduction of around 20% from 2008 to 2009 in the volume of organic chickens produced, with many producers reverting to non-organic free-range production. If the organic market starts to grow again in 2010, then supplies of organic poultry may fail to meet demand. Feedback from some producers who sell direct suggests that demand in 2009 was similar to the year before, with some farms reporting an increase in sales as a result of improvements in local marketing. As with any business venture, producers are advised to explore market opportunities before conversion.
Technical information
The Soil Association also produces a range of technical information - including introductory guides and suppliers lists.