By Hannah Cargill, contract production manager, Avara Foods
For a long time, poultry farming has been more than a job. Early starts, late finishes, and responsibility all mean you don’t switch off at weekends. The birds don’t take a day off, and traditionally, neither have the people caring for them.
But that mindset is being challenged, by the next generation, particularly those without a farming background, who are looking at the farming industry differently. They’re not afraid of hard work, but they are asking a fair question: what does this job give back?
Work-life balance, flexibility, and mental wellbeing are now all expectations for young people. In fact, around 70% of Generation Z say work-life balance is their top priority when choosing a job. And the reality is poultry farming is competing with every other industry for that same talent.
So, what do we do? We could start by rethinking the job itself. The traditional “one farmer, one farm” model is under pressure. Could team-based approaches with shared labour and relief staff across farms, structured rotas become the norm? What would it look like if working a weekend wasn’t a given, but part of a rota system?
Technology also has a role to play. Remote monitoring, smart alerts, and automation are already changing how farms operate. They don’t remove the need for good stockmanship, but they do change how and when we intervene. If repetitive tasks are reduced and decision-making becomes more data-driven, does that open the door to a different kind of farmer?
And perhaps more importantly – does it make the role more attractive?
We also need to think about identity. If poultry farming is still framed as a “way of life” that demands sacrifice, are we unintentionally excluding people who might otherwise thrive in the industry? What happens if we instead present it as a skilled, professional career with clear progression, competitive conditions, and transferable expertise?
The future workforce may not grow up on farms. They might come from tech, engineering, or entirely different sectors.
Do people feel supported? Do they see a future? Are we designing roles that allow for different lifestyles, backgrounds, and expectations? And ultimately, are we willing to change, so the next generation will choose poultry farming.