De Andere Kip: een nieuwe pluimveehouderij-concept

General introduction

To what extent are there possibilities in Flanders to develop a "different chicken" as a more sustainable meat chicken, and what role can research play in this? The aim of this project is to explore the cooperative trajectory around such a concept, in the field of cultivation techniques, animal health, chain development, business economics and marketing. The 'other' chicken produced in Flanders is not intended as a replacement for the existing Flemish standard chicken or organic chicken, but as a market expansion to a type of meat chicken that is now mostly imported from abroad.

Research approach

The project partners consciously use a bottom-up approach and aim at the development of 2 concepts for the Flemish context, which are quite far apart from each other. Through think tanks, relevant stakeholders have entered into an intensive dialogue. The composition of the groups varied, but each time the active voice of all links in the chain was ensured. An inventory was made of existing alternative production systems, preconditions, marketing potential and possible partnerships, followed by the elaboration and testing of the two concepts put forward and their commercial feasibility. Subsequently, a possible marketing strategy was drawn up in consultation with various stakeholders through the organization of a strategic orientation round.

Relevance/Valorisation

At the end of this project it was shown what realistic possibilities exist in Flanders for the production of 'The Other Chicken'. An important difference compared to the Dutch system of 'The Other Chicken' is that the concepts are created by the primary producers themselves and are therefore not imposed by the retail and/or slaughterhouse as is the case in the Netherlands. A (small) group of broiler farmers now has the possibility to unite into an ad hoc cooperative to produce and offer a Flemish 'Other Chicken' with an added value to consumers and retailers, so that all of them can enjoy an additional price. Such preliminary research has, according to the innovative poultry farmers themselves, provided very useful information to be able to choose a new direction.

Funding provider(s)
Vlaamse Overheid - L&V ADLO