Abstract
The paper offers insights into the acceptability of ethical issues in poultry production and how this situation provides an opportunity to transform the prevailing system into a more sustainable one. The survey among German consumers reveals that killing day-old chicks is a well-known practice and is rated as “very problematic”. In contrast, dual-purpose chickens are mostly unknown but are considered a positive alternative to killing day-old chicks (after the concept has been explained). Consumer clusters were identified regarding purchasing criteria for dual-purpose chickens, purchasing routines and socio-economic factors. Three of the five clusters—the perfectionists, idealists, and realists—turned out to be potential buyers. To develop a suitable marketing strategy, it is recommended that the added value of dual-purpose chickens be comprehensibly communicated. From a multi-level perspective, rearing dual-purpose chickens has a competitive disadvantage compared to system-compliant alternatives (in-ovo sexing, “lay hen brothers”). Through increasing external pressure, the different alternatives can jointly contribute to a regime shift.
Highlights
The “conventional” agro-food system and intensive farming are currently the subject of controversy, discussion and criticism in European societies (Hatt et al 2016)
The practice of killing of day-old chicks was known by 70% of the study participants, regardless of place of residence, age, and gender
Dual-purpose chickens are discussed as an alternative option to avoid the prevailing practice of killing of day-old chicks
Summary
The “conventional” agro-food system and intensive farming are currently the subject of controversy, discussion and criticism in European societies (Hatt et al 2016) Reasons for this critique include that market-oriented differentiation, labour division, efficiency efforts, and price competition often lead to unintended ecological, social, and ethical side effects (Bruijnis et al 2015; Morgan et al 2006; Raynolds 2004). One example of such ethical side effects is the killing of male day-old chicks from specialized layer chicken varieties (Bruijnis et al 2015). Due to society’s demand for ethical chick treatment, the agro-food sector (breeding companies, hatcheries, organic farming associations, and retailers) and science have been dedicated to seeking alternatives to killing chicks (Leenstra et al 2010)
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