That is the conclusion of an international study by Alo Mohan, a poultry farming Nuffield scholar from Redhills Co Cavan.

He recently presented his report at the 2014 Nuffield Ireland conference.

Here is his report summary*:

Thinking Differently

The trigger for my report was a visit to my farm by Jerry Manock, the designer of the original Apple Mac computer. Jerry stated we didn't have a problem in the industry, but an opportunity to do things better. His parting words were to repeat the old Apple slogan - "think different “.

Our whole industry is based on thinking differently. In 1924 the hatchery supplying Cecile Steele made the mistake of sending her 500 birds instead of 50 - instead of sending them back she thought differently and decided to raise them over the winter in her barn. As the knowledge of what she’d done spread, she spawned an agricultural revolution and chicken became the most consumed and most efficiently produced meat in the world.

Objectives

In undertaking the report my objectives were clear:

1. To identify blockages of the transfer of knowledge within the poultry industry’s stakeholders.

2. To outline practical solutions that work in other parts of the world.

3. To set out a framework and roadmap to enact the solutions.

The report documents my study visits to leading practitioners in the Canadian, Australian, UK, Belgium, and Dutch poultry industries as well as at home here in Ireland. The report documents the challenges facing the transfer of knowledge, from the industry, to government, right up to the EU Commission and back to the consumer.

The report also carries warnings about what might happen if the industry fails to act to improve knowledge transfer.

Conclusions

In conclusion, the report also details practical solutions, such as the establishment of The Poultry Council of Ireland, which has been set up as a direct result of this Nuffield project.

Bringing the industry together with government, representatives of the EPA, Bord Bia, Department officials, Teagasc and other stakeholders, the Poultry Council of Ireland will help to establish a common voice to promote the transfer of knowledge in the industry, thinking differently to improve efficiencies, enhance welfare and ensure sustainability.

*Alo’s full report will be released by Nuffield Ireland in the coming weeks.