Resilience across the poultry supply chain was the central theme of a wide-ranging breakout session at NFU Conference 2026, where a panel of industry experts addressed challenges and opportunities facing the sector.
Discussion covered avian influenza (AI), the forthcoming AI vaccine trial, the volume of government consultations affecting poultry businesses, and continued strong consumer demand for eggs and poultrymeat.
UK deputy chief veterinary officer Ele Brown praised the poultry industry’s data-driven approach and said she was impressed by the professionalism of farm management across the sector.
NFU Poultry Board chair Will Raw said producers had fully embraced biosecurity messaging, while British Egg Industry Council chief executive Nick Allen suggested that future communications may place greater emphasis on human behaviour in improving biosecurity compliance.
European Association of Poultry Processors and Poultry Trade (AVEC) secretary general Birthe Steenberg delivered a lively contribution, warning that farming risked being outmanoeuvred by well-funded non-governmental organisations (NGOs), whose perspectives were often presented to politicians as representing public opinion.
Nick Allen said NGO research frequently failed to reflect real shopper behaviour, adding that public confidence in British poultry production was generally strong when people understood how food is produced.
Birthe Steenberg urged the sector to rethink its communications strategy. “We need to show that we are not villains – we don’t have horns and a tail, we produce people’s food,” she said. She also encouraged greater engagement with NGOs to identify areas of agreement and ensure balanced representation in political decision-making.
During the Q&A session, James Baxter of BFREPA said some NGOs appeared reluctant to engage with agriculture.
Further questions focused on regulation, investment and infrastructure. David Brass of Lakes Free Range Eggs welcomed the Secretary of State’s announcement that poultry would be included in the animal health and welfare pathway veterinary checks scheme but raised concerns that some APHA avian influenza regulations were not fit for purpose.
Tim Jelfs called for increased investment in marketing Lion Code eggs, while John Davison highlighted the need for the planning system to reflect lower broiler stocking densities, suggesting this be incorporated into permitted development rights.
Will Raw confirmed that the NFU had raised this issue in discussions with government.
Steve Bowler challenged the sector to be more open with the public, encouraging farmers to take part in Open Farm Sunday, biosecurity permitting. He said the industry had been “keeping chickens a secret”.
Responding to a question on biochar as a potential solution to poultry manure management, Will Raw said the sector needed to take collective responsibility for the valuable resource that poultry manure represents.
The session concluded with NFU chief poultry adviser Aimee Mahony thanking speakers and delegates and promoting the upcoming Poultry Research Seminar on 15 April, which will feature presentations on biochar, avian influenza, and bird health and welfare.