Poultry producers have to step out of their comfort zones, said Andrew Maunder of Lloyd Maunder at the Egg & Poultry Industry Conference earlier this month.
With welfare higher on the agenda, he called on poultry producers to push the boundaries to provide value and choice.
Change, he added, was often difficult and uncomfortable for poultry producers, but since it was inevitable, farmers needed to pick up the baton and match the innovative vigour of the RSPCA, as well as TV chefs Jamie Oliver and Hugh Fearnley-Whittingstall.
