South African poultry industry ready to act

Chicken and eggs account for 60% of all animal protein consumed in South Africa. Experience in the EU countries has shown that chicken and egg sales plunge on the news of an outbreak, resulting in an estimated 50% loss in consumers.

To limit this threat, the South African Poultry Association has readied a “Safe-to-Eat” multi-media marketing and publicity campaign designed to allay consumer fears about eating poultry and eggs. The advertising campaign will appear in the daily press, on radio and on product packaging. There’s also a strong in-store Point-of-Purchase display material drive. The whole campaign will be ready to roll within hours of the goverment declaring a Bird Flu outbreak in South Africa.