Consumers concerned about climate change and sustainability think that emerging technologies can help reduce the environmental impact of poultry production.
“We see a core group of consumers who want to prove that they’re not silent bystanders, so they’re motivated to make some change in the world. They’re motivated to try to seek out change that they feel will benefit themselves, their community, the environment,” Cheryl Auger, associate director of client success for MotivBase, said during the Center for Food Integrity’s (CFI) Consumer Trust Insights Summit.
“What’s notable here is that they also believe we can overcome some of our human limitations through technical innovation. That is, we can potentially harness the power of technology to help overcome some of the concerns that they have in regards to climate change.”
These consumers are interested in climate smart agriculture, an approach to food production that supports food security in a changing climate through sustainability in agricultural productivity, adapting and building resilience to climate change and the reduction and removal of greenhouse gases (GHG) where possible.
The narrative around climate change and sustainability is still being formed. Understanding these motivations and beliefs could help poultry brands better engage with consumers.
Different types of sustainability-focused consumers
Consumers interested in climate smart agriculture share many of the same concerns as those intrigued by regenerative agriculture. However, they have different motivations,
“Here, there’s this real excitement about technology and how we can harness technology to solve some of these problems,” Auger explained.
“What’s interesting in the regenerative agriculture report is we saw that the regenerative agriculture consumer was really focused on the natural and wanted natural products, unprocessed products, this return to nature. So despite the fact that we’re seeing similar concerns, our most engaged consumer or trendsetter has got a different mindset.”
What’s coming next
For more on the technologies set to advance the poultry industry, join industry-changing innovators, researchers, entrepreneurs, technology experts, investors and leading poultry producers at the Poultry Tech Webinar Series, scheduled for November 2, 4, 10, 11, 17, 30 and December 2.
During the webinar series, industry experts will preview what’s coming next – from prospective solutions to developing technology – for the poultry industry.
This webinar series is proudly sponsored by: Arm & Hammer, Aviagen, Baader, Boehringer Ingelheim, Cargill, Ceva, Chore-Time, Cobb, Evonik, Marel, Phibro Animal Health, Staubli, and Zoetis.
Visit our website for more details on the webinar series, topics and speakers.
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