"Poultry will be a winning protein in the next decade," said Rabobank to announce the release of a report covering the short-term future of the global poultry industry, "Crossroads for Growth: The International Poultry sector towards 2020," which describes the new competitive environment in the industry.


The report says the prospects are bright for the global poultry industry despite the current turbulent environment and the challenge of meeting a 30% rise in global demand in the next decade. Players from Brazil and other emerging markets have started to internationalise and diversify the global poultry industry as markets in Europe and the U.S. become saturated. The result is a changed competitive environment, with new players entering new markets and equity players taking up positions in the industry hoping to benefit from the opportunities.