“We sold 250-300 free-range chickens a week nationwide in
the first five to eight months. Occasionally, the freight
cost was higher than the price of the goods transported. Sales
slowly increased, and a breakthrough occurred two to two and
a half years ago, when sales volumes started to exceed 5,000
chickens a week,” says László Bárány, founder of the Association
of Free-range Poultry Producers. “For this, of course, we
had to set up a nationwide distributing system. Supermarket
chains also recognized the advantages of free-range poultry.”
Unceasing
Demand
As a result of the avian flu panic in February 2006, demand
for every poultry product fell, except for free-range poultry.
In fact, demand for these goods increased, and following
the consolidation of the market, record sales were achieved:
in May-June 2006, over 15 thousand free-range chickens were
sold weekly, which was 0.5-0.6% of the total domestic chicken
consumption. The percentage of free-range poultry in France
is almost 30%, in Germany and Austria, 8-12%, and in English-speaking
countries, 5-7%. In 2006, the Group raised about 600 thousand
free-range chickens and they aim to increase the number
by 50% in 2007. László Bárány believes that free-range chickens
will make up 2-3% of the total poultry consumption in Hungary
in the near future. “Until then, however, large-scale marketing
and logistic projects need to be implemented. But one thing
is for sure: there are sufficient goods to fuel the growth,”
he says.
The
French Example
The Red Master free-range poultry programme is modelled
on a similar French system. The European Union issued a
directive on the definition of free-range poultry farming,
what breeds may be used, how many square-metres a chicken
needs and what feeds can be used.
There are a number of regulations which prohibit the use
of certain feeds in free-range chickens. The essence of
free-range, or eco- (natural), farming is that a one-hectare
runway has to be provided for each chicken coop, and 30%
of the runway has to be wooded or covered with bushes. A
coop cannot be bigger than 400 square-metres and 40% of
the walls have to be windows.
Almost
Organic
The only difference between eco- (natural) fed poultry and
organic-fed poultry is that the feed given to eco- (natural)
chickens is not organic wheat and organic corn. Eco-chickens
are given grains, which may be added to by soy and minerals.
No weight-increasers, artificial substances, antibiotics
and animal proteins may be added to their feed.
All the professional and technological requirements, the
selection of breeds and the farming methods that are prescribed
for organic poultry farming are identical to those of free-range
farming. “As a result, eco-chickens are more expensive than
broilers, and while mass-produced chickens grow to 2 kg
in 40 days, eco-chickens need 80 days to weigh 1.8 kg. This
explains why eco-chickens are twice as expensive as mass-produced
chickens. The flavour of eco-chickens, which accumulates
in the muscles, however, provides the consumer with a feeling
of eating genuine chicken.
Trade Magazine / May 2007 / Volume II, issue 5 |
