: With rapidly growing market for poultry, entrepreneurs in the sector are all set to explore the e-commerce possibilities of processed chicken.
In the changing environment, broiler chicken is gaining preference for its price competitiveness, nutritional quality, availability and absence of religious taboos tagged with it.
According to FAO, broiler chicken contributes to 36.68 per cent of the total meat production in India. By 2016, broiler chicken production is projected to increase by approximately eight per cent to 4.2 million tons based on increasing demand from the growing middle class population.
Dr. V.V. Kulkarni and Dr. M. Muthukumar of the National Research Centre on Meat, Hyderabad, pointed out that the focus has now started to shift to processed chicken with an annual estimated growth of 15 to 20 per cent.
They were presenting a paper on measures for ensuring hygienic and quality chicken production in the National Symposium on Clean and Green Poultry Production jointly organised by the Indian Poultry Science Association and the Kerala Veterinary and Animal Sciences University at College of Avian Sciences and Management at Thiruvazhamkunnu.
“Taking into account the increasing demand for processed chicken, many leading players in the sector have already established processing plants and started marketing branded packed chilled/frozen chicken and wide range of value added, heat-and-serve snacks,” Mr. Kulkarni said.
Consumers of today demand hygienically-processed pathogen-free safe meat with defined eating qualities and minimal impact on the environment. Food chain approach with good hygiene practices (GHP), good retail practices (GRP) and good manufacturing practices (GMP) are emerging across the country to maintain meat quality and safety, he noted.
KVASU is planning to promote entrepreneurs, who are interested in the areas of processing. There is huge demand for safe to eat chicken in the State, said Dr. T.P. Sethumadhavan, director of entrepreneurship of KVASU.
