Good animal-welfare credentials are in the eye of the beholder. Some consumers are willing to pay more for products from companies with reputations that align with their beliefs.
The concept of animal welfare is shaped, in part, by the ethics of what constitutes an animal’s quality of life. And, strongly influenced by animal-welfare activists, the consumer is the primary stakeholder driving change in how livestock and poultry are raised in the United States.
Sustainability in context
Sustainability is defined as “the ability to be maintained at a certain rate or level” but today the term is used in reference to the capacity for humans to make changes that do not negatively impact the environment. In other words, meeting today’s needs without compromising the ability of future generations to meet their needs. In order to make their businesses sustainable, successful corporations must be committed to being good stewards of the environment and of the social landscapes in which they operate. Animal welfare represents an important stewardship anchor in the social landscape of the poultry industry. Animal-welfare issues are often associated with sustainability because improvements in both are viewed by many as good, progressive practice.
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