The message on the screen is clear – three cartoon cows hold three signs that read “Eat Mor Chickin”. Managing director of Carton Brothers Vincent Carton has just given a detailed presentation on the state of play in the Irish poultry sector that, is refreshingly frank.

Poultry production has been through a tumultuous period over the past decade or so. In 2001, there were as many as 14 chicken processors in the country; as of February 2014 there are just three major processors.