Public perception and poultry production


AWF Research Fund



Research Period


Area of study

Student Research


Investigator(s): Victoria McCulloch

Supervisor(s): Dr Gurå Therese Bergkvist

Poultry makes up close to half of all meat consumed in the UK and demand for poultry products is on the rise. An increase in demand can lead to changes in production to meet this demand, which bring into question issues of animal welfare.
This study set out to understand current consumer understanding of poultry production systems, including the labelling of poultry products, and public perception of factors related to poultry welfare.
Surveys were conducted outside various grocery stores across Edinburgh, UK, and a total of 152 individuals took part. The results demonstrated that whilst public knowledge of poultry production and labelling was low, the level of concern for poultry welfare was high. There appeared to be a desire to increase poultry welfare but without understanding what was needed.
This suggests more needs to be done to better inform consumers on poultry production and welfare, so that they can make more informed consumer decisions.

Watch Victoria McCulloch present at the 2018 Discussion Forum


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