Leading sustainability discussions with proactive action

The interest in sustainability continues to grow and industry bodies are playing a particularly important role in keeping the discussion on track.

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Improved, better and bigger size image of different, leader, best, unique, boss, individuality, original, special, worst, first, chief, champion and discrimination concept. Green umbrella in a row of white ones
Industry groups are playing an important role in shaping the sustainability debate, bringing evidence to discussions and a proactive approach to problem solving. Filograph | iStock.com

About 15 years ago, I became an avid reader of sustainability related topics. At that time, in most countries, the sustainability conversation was far from mainstream. As usual, the scientific community was well ahead of the public. Sustainability was a fringe topic. 

For the animal production industry, the conversation changed dramatically over the following years. A tipping point was the publication of a United Nations’ report titled “Livestock’s Long Shadow," which pointed to the environmental impact of animal production.

Gradually, and then rapidly, the conversation became a mainstream topic in developed countries. Many societal groups jumped into the conversation, the alternative protein industry gained traction and environmental influencers created a new narrative that included a blanket judgement on animal production.

The truth is that every human activity has an impact, and infinite consumption is not possible in a finite world. As the world reaches tipping points on climate change, water, energy or phosphates, all industries will need to become more sustainable.

Collaboration and evidence set the scene

When a topic takes on a life of its own in the public realm, truth is not necessarily the driver. Multiple interests, ideologies and agendas coalesce and take it in unexpected directions, especially in the era of social media. 

In some countries, animal producers have found themselves on the receiving end of negative attention, yet they are simply trying to produce healthy food for society under challenging market conditions.

One lesson that has become evident is that strong industry organizations are critical to navigate these types of challenges. They can lead the discussion with evidence and provide a platform to create a positive, problem-solving atmosphere to interact with governments, NGOs and society at large.

A shining example of leading the discussion is the work that the International Egg Commission and the World Egg Organization have done to maintain the standing of eggs as a nutritional, healthy and sustainable food, based on science. 

Proactivity wins

Another noteworthy example of leadership and transparency is the U.S. Broiler Chicken Industry Sustainability Report. While it highlights progress on environmental and social sustainability, it does not shy away from the challenges, and provides metrics on cumulative sustainability impacts. It shows a proactive industry taking responsibility for its future.

Poultry leaders know that sustainability is synonymous with long-term business viability. Beyond taking the lead on the public discussion or building brand value, what really counts are results. Protecting climate, land, water and air, or generating high quality jobs, are no longer nice-to-haves. 

Proactivity is a trademark of leaders. While the world is learning how to measure, agree on and enforce policies to deal with massive sustainability challenges, companies can lead by example, regardless of the region, country or level of public pressure.

It is the people doing the work, producing food with their teams and making decisions day to day, who can make rapid change happen. One thing the poultry industry does really well, is setting a purpose, creating KPIs and innovating to meet them. Sustainability is no exception. 

 


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