January 2019

linPRO, and science, and birds…… Oh My!

With increasing global restrictions on antimicrobials, increased demand for poultry products and a shift in consumer preferences, the poultry industry must adapt to a rapidly changing world.

The growing scientific field of nutrigenomics offers applied solutions to these challenges through identified links between nutrition, health and genetic expression in the birds; thereby offering producers holistic solutions in a world of limiting resources and growing demand.

Omega-3 fatty acids have gained attention recently for their potential nutrigenomic applications in breeder birds towards improved reproductive performance and the development of robust offspring. Although often used in layer and broiler diets to produce value-add food products (eg. Eggs), Omega-3 fatty acids are not commonly incorporated in the diet of breeder stock. Turns out, these birds could be missing out on some key benefits, and so could their chicks. Omega-3 fatty acids are well known for their ability to modulate inflammatory responses; a response which may be passed on to the offspring through an epigenetic response. Furthermore, omega-3 fatty acids have been shown to exhibit reproductive benefits in females and males of various species, suggesting potential production benefits at the breeder level.

Dr. Elijah Kiarie (University of Guelph) is currently investigating the potential link between omega-3 in the breeder bird diets and the success of the offspring. Through an ambitious research initiative, he aims to identify the effects of feeding linPRO, as a source of dietary omega-3 fatty acids, to broiler and layer breeders on: reproductive efficiency of the breeders, embryonic survival and hatchability, progeny robustness including health, performance, livability, carcass quality, gut health and bone health (the opportunity). Preliminary information on the digestibility of linPRO for breeder stock was presented last year at the 2018 IPPE Conference (Atlanta, GA) and the PSA Meetings (Houston Texas), reporting impressive energy availability and nutrient digestibility data from this specialty feed. Since then, the omega-3 feeding programs have continued with both breeder and progeny evaluations underway, and expected to be complete by early summer 2019. Dr. Kiarie is confident that the exciting new data collected over this past year will be accepted for presentation at the 2019 PSA Meetings, to be held in Montréal, Québec.

The poultry industry shift towards applications of nutrigenomics is on-going, ensuring the health of the birds and sustainability of the industry. Scientific collaborations are enabling a deeper understanding of the important relationship between animal nutrition, health and performance. Thanks to continued research efforts, such as the omega-3 initiative of Dr. Kiarie and The University of Guelph, the poultry industry can replenish their toolbox when resources are limiting and maintain consumer support for the products they produce.

October 2013

Shoppers will pay more for Omega-3 enriched chicken

New research from Nielsen and O&T Farms supports demand for Omega-3 chicken

Chicago, Ill. (October 15, 2013) – Consumer research from the Nielsen Perishables Group, the industry expert in fresh food consulting, and O&T Farms, a leading animal nutrition innovator, found 79 percent of consumers polled are interested in chicken enriched with Omega-3 fatty acids, and 58 percent of those consumers would pay a premium for it.

Best known for their presence in fresh fish, Omega-3s are believed to promote heart health, improve prenatal health, and reduce inflammation, cognitive aging and developmental disorders. A new chicken nutrition offering from O&T Farms enables the popular health attribute to expand from the seafood department into the meat case. Omega-3 chicken is powered by linPRO, which uses an all-natural blend of flaxseed and pulses in a patented dry-extrusion process to produce a digestible and nutritious chicken feed ingredient.

The national survey of 700 chicken consumers found that while value and taste are the top attributes for consumers’ food and beverage purchases, nutrition and health play a significant role. Specifically for chicken, research respondents rated omega-3 behind only antibiotic-free and hormone-free chicken on their list of top production-oriented attributes.

“We expected to find that consumers are receptive to a new health attribute in the meat case, but we were surprised to see such a high percentage who are willing to pay a premium for the Omega-3 chicken,” said Sherry Frey, vice president, Nielsen Perishables Group. “Consumers are prioritizing their health now more than ever.”

Interest in Omega-3 enriched chicken is highest among consumers who shop in natural/specialty food stores, where 93 percent indicated they are interested in the product, and 80 percent of those consumers are willing to pay a premium. Appeal is also high among consumers over age 35.

Optimal messaging will be critical to Omega-3 chicken’s appeal on shelf. The research indicates consumers prefer simple messaging that clearly explains the health benefits of Omega-3 chicken.

About Nielsen Perishables Group

As a vital part of Nielsen, a leading global provider of information and analytics around what consumers watch and buy, Nielsen Perishables Group provides a holistic picture of store-level activity across retail channels. Based in Chicago, the company offers a full spectrum of products and services geared toward complete fresh food market and category understanding. Solutions include retail measurement, research, analytics, marketing communications, category development, promotional best practices and shopper insights. For more information, visit www.perishablesgroup.com.

Notable News Sources

Perishable News
http://www.perishablenews.com/index.php?article=0032354

Global Meat News
http://www.globalmeatnews.com/Industry-Markets/Omega-3-chicken-could-command-a-premium-finds-US-study

CONTACT:
Kelli Beckel,
773.929.7013,
kelli.beckel@nielsen.com