STRATEGIC PLAN FOR THE CANADIAN CHICKEN INDUSTRY
VISION & MISSION
CFC VISION To grow consumer demand for Canadian-grown chicken.
CFC MISSION On behalf of Canadian chicken farmers, lead and drive the improved efficiency of chicken farmers and the Canadian chicken industry to better serve consumers, and to ensure that chicken continues to be the leading protein preference of Canadians.
GUIDING PRINCIPLES FOR CHICKEN FARMERS OF CANADA
THE CENTRAL THRUSTS OF THE 2014–2018 STRATEGIC PLAN
KRA 1: CONSUMER-DRIVEN GROWTH
KRA 2: VALUE CHAIN EFFICIENCY AND COMPETITIVENESS
KRA 3: SYSTEM MANAGEMENT
KRA 4: RESPONSIBLE STEWARDSHIP & RISK MANAGEMENT
KRA 5: ORGANIZATIONAL CAPACITY
GUIDING PRINCIPLES FOR CHICKEN FARMERS OF CANADA
The implementation of this plan will be guided by the following principles:
1. Promote profitable innovation and expansion of the Canadian chicken industry and the demand for its products.
2. Leverage its leadership position and enhance its capacity to seize every opportunity to improve efficiency throughout the value chain.
3. Identify and respond to consumer expectations for value, food safety and quality, and social values for animal care, and the environment.
4. Build transparency and accountability in a sustainable and dynamic supply management system.
5. Continuously improve the supply management system to reflect a changing marketplace, while preserving its fundamental values, pillars and principles for the benefit of farmers, stakeholders, and consumers.
THE CENTRAL THRUSTS OF THE 2014–2018 STRATEGIC PLAN
This is an evolutionary plan. Flowing from the Vision, Mission and Values, the Strategic Plan contains a number of central thrusts that provide the energy and direction for the Key Result Areas (KRA). These include:
?? A renewed focus on profitable growth in the industry. This growth of Canadian-grown chicken will be driven by a clear focus on the needs of customers and consumers.
?? Leveraging the supply management platform to drive mutually advantageous
efficiency improvements throughout the value chain.
?? Restoring integrity to the Import Control Pillar.
?? Continuing to maintain a supportive trade policy regime.
?? Improving the effectiveness of the allocation system so that it accurately satisfies demand plus innovation, and addresses differential growth.
?? Setting a firm goal and timeline to eliminate the preventive use of Class 1 antimicrobials.
?? Moving the On-Farm Food Safety Assurance Program forward to deal with food pathogens.
?? Addressing negative press and media myths.
?? Creating a positive public story that highlights the commitments of farmers to social values and consumer interests, and creates visibility and recognition in the marketplace for Canadian-grown chicken.
Cutting across all of these goals is the objective of working together as a value chain, in recognition of the interdependence of stakeholders and the need for collaboration to achieve success as an industry.
CONSUMERDRIVEN GROWTH OBJECTIVE
Grow consumer demand for Canadian-grown chicken.
This KRA drives off the Vision statement of the plan.
?? It underscores that to grow the market there is a need to understand and deliver, for both the customer and the consumer.
?? The central idea is that a growing chicken market is good for all stakeholders.
?? Over time, Canadian-grown chicken must supply a greater share of that growing market.
Create a dynamic and engaging focus on growth throughout the value chain: Know the Customer, Know the Consumer.
1.1.1 Research consumer usage and attitudes in order to develop a clear picture of future consumer needs and opportunities.
1.1.2 Create an industry forum to discuss and better understand customer requirements (bird size, shelf life, processing days) and consumer preferences (free range, organic, antibiotic free, dark meat, specialty and ethnic markets, locality of production).
1.1.3 Take a fresh look at growth in all its dimensions, including: spent fowl and import replacement; an increase in meal occasions; support for new product innovation; increase domestically produced share of total chicken market supply; and surgically explore value added niche market opportunities.
Create positive consumer identification with Canadian-grown chicken.
1.2.1 Implement a national branding program for fresh chicken at retail:
?? The objective is to have Canadians eat one additional chicken meal every two months.
1.2.2 Investigate the challenges and opportunities of extending the coverage of the branding program beyond fresh chicken at retail.
VALUE CHAIN EFFICIENCY AND COMPETITIVENESS
Continuously improve the efficiency of the Canadian chicken value chain while maintaining production in all provinces.
Improved efficiency will be essential for the industry to compete sustainably in its own marketplace over the longer term; to optimize the assets that are in place; and to create the environment that drives new investments in industry infrastructure. The thrust is geared to acknowledging that there is a price gap relative to imports to which consumers and policy makers are sensitive.
Using the platform of supply management, drive efficiency and competitiveness up and down the value chain.
2.1.1 Facilitate the implementation of transparent, robust and factbased live prices that take into consideration provincial and regional differences and stand up to public scrutiny.
Enhance the flexibility, effectiveness and integrity of the supply management system.
Success will be evaluated based on a number of key measures:
?? Efficiency, effectiveness and integrity of the allocation system to meet market needs.
?? Capacity of the system to evolve and be relevant and acceptable over time.
?? Strong public and political trust and support.
?? Maintenance of the integrity of the three pillars of supply management.
?? Simplicity and transparency.
Evolution and flexibility of the supply management system for chicken.
3.1.1 Conclude a differential growth agreement that supports profitable growth of Canadian-grown chicken.
3.1.2 Conduct a substantive review of the current allocation system.
?? Review the CFC Market Development Policy.
?? Determine what allocation changes are required to promote/facilitate growth, including innovative, emerging or specialty markets.
Improve the effectiveness of the allocation system.
3.2.1 Improve the effectiveness of the allocation system to provide stability of supply.
Re-establish the integrity of the import control pillar of supply management for chicken.
3.3.1 Engage federal and provincial governments on multilateral, regional and bilateral trade negotiations to ensure that supply management is preserved.
Aggressively address negative, misleading, and untrue press.
Build strong public and political trust and support for Canada’s chicken
Maintain leadership in the development and implementation of science-based management practices that reflect and address Canadian values and perceptions for public health, animal care, and the environment.
4.1.1 Be a leader in on-farm food safety:
?? Undertake proactive communications to ensure that consumers and government are aware of the steps taken in food safety and biosecurity.
4.1.2 Antibiotic use:
?? Implement an antibiotic reduction strategy for the use of antibiotics within overall responsible animal husbandry practices.
°°Decrease the use of antibiotics of human importance.
°°Increase producer knowledge of, understanding of, and involvement in antibiotic use.
°°Modify industry management practices from the breeders, hatcheries and chicken farmers to help improve quality and reduce use.
?? Develop an antibiotic use surveillance capacity to effectively report antibiotic use within the industry (and publicly).
?? Increase the use of, acceptability, and confidence in antibiotic alternatives in feed.
°°Change the Canadian regulatory system to allow for the more rapid registration of antibiotic alternative products.
?? Eliminate the preventative use of Category 1 antibiotics by January 1, 2015.
?? Investigate the application of restricted antibiotic use to chicken imports.
4.1.3 Animal care:
?? Ensure consistency and full implementation of and compliance with CFC’s Animal Care Program across all provinces.
?? Lead the process to revise the Code of Practice.
?? Implement a national program for animal care based on practical, responsible, science-based standards that extends from the farm level to the processing level (production, catching, handling, transportation), and includes proper accountabilities.
Leader in on-farm
?? Improve the overall environmental performance of the chicken industry.
°°Undertake an environmental performance assessment of water, waste, manure, and effluent management on farms and in processing plants.
Put in place the tools required to identify, prevent, and control animal diseases of economic and zoonotic significance.
4.2.1 Animal health:
?? Put in place contingency planning schemes for major animal disease outbreaks.
°°Implement business continuity plans for value chain stakeholders.
°°Further investigate loss insurance programs for farmers.
?? Lever provincial chicken board flock and premise identification systems through data-sharing protocols with government.
Develop a responsible stewardship communications strategy.
4.3.1 Develop a communications strategy to keep consumers and policy makers abreast of industry initiatives and successes on these issues. food safety
Enhance CFC’s leadership capacity, and bring chicken farmers and the chicken industry together to develop consensus approaches to systemic and value chain issues.
Build a strong national organization with enhanced leadership capacity.
5.1.1 Improve engagement of member organizations, as well as upstream and downstream stakeholders, in policy and decision processes.
5.1.2 Improve communication and transparency with chicken farmers, industry stakeholders, and government.
5.1.3 Improve governance and consensus development processes.
5.1.4 Implement professional development and succession plans for Directors and staff.
5.1.5 Improve relations with key government departments and agencies.
Provide transparency and accountability on progress regarding the strategic plan.
5.2.1 On an annual basis, report to all stakeholders on the progress of the strategic plan.
5.2.2 Review the process to develop the next strategic plan.
Establish a Promotion and Research Agency for chicken.
5.3.1 Determine the merits of establishing a Promotion and Research Agency for chicken.
Our objective is to have Canadians eat one additional chicken meal every two months.
CFC’s On-Farm Food Safety Assurance Program (OFFSAP) and the Animal Care Program (ACP), have been designed to meet rigorous standards. These standards emphasize production methods that meet international food safety and animal care standards through every step of the production cycle.
It is also a very important statement by CFC that animal care is important to them and it clearly demonstrates their commitment to the well-being of their birds.
– Dr. Hank Classen, University of Saskatchewan Benefits of on-farm programs
? Control measures are implemented to control or reduce the incidence of food safety hazards at the farm level and to ensure animal care.
? Strict biosecurity measures are implemented to prevent the introduction and/or spread of avian diseases.
? Ability to maintain consumer confidence by demonstrating that chickens are raised according to criteria that promote food safety and animal care.
? One national food safety and animal care program maintains a common standard and eliminates duplication for farmers.
? The OFFSAP is a mandatory program in all 10 provinces, requiring that farmers be certified prior to placing chicks.
? Mandatory measures are enforced by a reduction in allocation and/or monetary penalties or suspension of license.
Chicken production in Canada
? Birds are fed nutritious, grain-based feed that caters to their dietary needs ensuring a balanced diet at each stage of the grow-out cycle.
? Chickens are not given any hormones or steroids – hormone and steroid use in Canada has been illegal since the 1960s.
? Chickens are raised in clean, well-ventilated, climatecontrolled barns, where they can roam freely.
? Broiler chickens bred for consumption in Canada do not have their beaks trimmed.
The CFC Animal Care Program is a comprehensive resource and management-based welfare audit and represents a major step by the industry for providing animal care assurance.
– Dr. Tina Widowski, University of Guelph Canada’s chicken farmers raising high-quality chicken from coast to coast