We have witnessed how Brazilian poultry producers have branded their products with brand names such as Brazilian Chicken, Brazilian Eggs, Brazilian Breeders and just recently, Brazilian Ducks. Attaching a brand name like these brings the poultry industry together and all of the goodness their products have, face to face, with foreign/export markets.

However, one would think this type of strategy can only be done by producers to promote their products for exports. It actually isn't. Many countries in Latin America, such as Mexico, Ecuador or Colombia have each carried out internal chicken and egg consumption promotion campaigns.

On the other hand, in addition to promoting consumption, maybe campaigns should be more educational to show consumers that no hormones are used, that birds are well taken care of, that cages have a reason, that no animal welfare means no production, that organic production not necessarily means it is better, that carbon footprint is reduced by improving efficiency, recycling and the use of alternative energies, if any.

I know many efforts on this side have been done, but we need more and constant endeavors. Such a campaign may finally lead to branding purposes, domestically. A brand name that would show consumers what they are eating is good. And this does not necessarily mean promoting domestic eggs or chicken are good just because of the fact that they are produced in the specific country (from the nationalistic point of view) but to show that are good products. Period.

Brazil has been really good in branding their poultry products, including poultry genetics and now ducks! Again, destined to export markets. But I insist – maybe we need to do this within the domestic market to win the battle, or to say the least, to stay ahead of myths and non-sense.

What do you think?

We have witnessed how Brazilian poultry producers have branded their products with brand names such as Brazilian Chicken, Brazilian Eggs, Brazilian Breeders and just recently, Brazilian Ducks. Attaching a brand name like these brings the poultry industry together and all of the goodness their products have, face to face, with foreign/export markets.

However, one would think this type of strategy can only be done by producers to promote their products for exports. It actually isn't. Many countries in Latin America, such as Mexico, Ecuador or Colombia have each carried out internal chicken and egg consumption promotion campaigns.

On the other hand, in addition to promoting consumption, maybe campaigns should be more educational to show consumers that no hormones are used, that birds are well taken care of, that cages have a reason, that no animal welfare means no production, that organic production not necessarily means it is better, that carbon footprint is reduced by improving efficiency, recycling and the use of alternative energies, if any.

I know many efforts on this side have been done, but we need more and constant endeavors. Such a campaign may finally lead to branding purposes, domestically. A brand name that would show consumers what they are eating is good. And this does not necessarily mean promoting domestic eggs or chicken are good just because of the fact that they are produced in the specific country (from the nationalistic point of view) but to show that are good products. Period.

Brazil has been really good in branding their poultry products, including poultry genetics and now ducks! Again, destined to export markets. But I insist – maybe we need to do this within the domestic market to win the battle, or to say the least, to stay ahead of myths and non-sense.

What do you think?