Poultry marketing initiative seeks consumer, farmer input

WEST LAFAYETTE, Ind. - Organizers of Purdue Extension's Indiana Pastured Poultry Branding Initiative are looking for public input to help develop a set of common production, processing and branding standards for producers.

Consumers are asked to complete an online survey about their poultry buying habits and preferences. The survey is available online at http://bit.ly/1Pwa0sj.

A separate online survey, available at http://bit.ly/1UlgzCm, gathers information from farmers about the current size, purpose and methods of their operations. Respondents need not be planning to participate in the Indiana Pastured Poultry initiative.

Both surveys are confidential, take about 10 minutes to complete and will be open until July 29.

The Indiana Pastured Poultry Branding Initiative is intended to develop quality standards for nutrition, processing, safety and marketing. The goal is to create a brand that consumers will associate with the highest standards in food safety and value, said Roy Ballard, Extension educator in Hancock County. The project is supported by a U.S. Department of Agriculture Value Added Producer grant, but the brand requirements will be developed by participating poultry farmers.

"The initiative provides a unique opportunity for education and business development as well as marketing," Ballard said. "We want to raise the bar and help farmers achieve quality, modern production standards that customers and the industry need. As new and experienced farmers work together to develop these standards and adhere to them, they will learn from each other and become more competitive."

In addition to benefiting individual farmers, the initiative will help to strengthen the poultry industry's visibility and accessibility to consumers, said Michael O’Donnell, Extension educator in Delaware County.

"Pastured poultry operations vary widely in terms of size, market and production methods," said O'Donnell. "Customers don't always have time to keep up with the different ways food is produced and connect directly with farmers. Through the branding initiative, we're hoping that a core group of poultry producers will agree on a set of production and marketing standards to help raise the profile of their product."

Participation in the initiative, both during the planning stages and after the brand has been established, is open to poultry farmers of all experience levels who are serious about quality poultry production, good business practices and collaboration, Ballard said. Participating farmers will have access to advice from experts at Purdue and Ivy Tech.

For more information about the Indiana Pastured Poultry Branding Initiative, contact Ballard at 317-462-1113, rballard@purdue.edu, or Michael O'Donnell at 765-747-7732, modonnel@purdue.edu.           

Writer: Jessica Merzdorf, 765-494-7719, jmerzdor@purdue.edu

Sources: Roy Ballard, 317-462-1113, rballard@purdue.edu

Michael O'Donnell, 765-747-7732, modonnel@purdue.edu

Agricultural Communications: (765) 494-2722;
Keith Robinson, robins89@purdue.edu
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