Wiesenhof CEO Peter Wesjohann has suggested growing competition from US poultry imports could push chicken prices down in Germany, potentially to the detriment of animal welfare standards in the country.
Wesjohann suggested improved market access to Germany for US producers, granted under the Transatlantic Trade and Investment Partnership, will result in increased levels of competition. “The trade agreement TTIP will intensify competition,” he predicted.
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That will put German poultry processors at a disadvantage because US manufacturers use lower cost production methods which, Wesjohann argued, are of a lower quality. He highlighted issues such as salmonella prevention. “There is no salmonella prevention strategy… Everything is cheaper, what they do in America.”
Wiesenhof is focused on improving animal husbandry and educating consumers so that they are willing to pay higher prices for improved bird breeding and rearing practices. The company sells “Privathof-Hähnchen” certified chicken using higher animal welfare standards, which is more expensive to produce. It also plans to convert to GMO-free production in 2015.
“The consumer needs to know everything [about production methods] and be willing to pay more money for better animal husbandry,” Wesjohann said.
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