- 9 February, 2024
- Posted by: Marketing Manager
- Category: agritech news, Blog, poultry news
In a recent revelation by Global Ag Media, a study conducted by NSF has shed light on an increasingly pivotal aspect of consumer choices in the UK: animal wellness. With 68% of consumers stating that animal wellness is very or extremely important to their purchasing decisions, it’s clear that the ethics of food production are not just a trend but a permanent shift in consumer behaviour. The message is unequivocal; British consumers demand transparency, consistency, and compliance with animal welfare throughout the global supply chains of food companies.
However, as the quest for ethical consumerism grows, so does the complexity of measuring and ensuring animal wellness. How do we bridge the gap between consumer expectations and actual animal welfare standards? How can companies not only meet but exceed these standards in a transparent and verifiable manner?
Enter our cutting-edge solution: ALIS Pulse Sensors and AWIS. Our technology doesn’t just measure; it revolutionises the way animal welfare is assessed and improved in agricultural settings. ALIS Pulse, our sophisticated sensor platform, is designed specifically for poultry and pig sheds. The sensors monitor key environmental parameters such as ammonia, carbon dioxide, humidity, temperature, and light levels, as well as animal movement and vocalisation measured and analysed by Greengage proprietary tech. These parameters are crucial indicators of animal welfare, affecting both their physical and psychological health.
But we didn’t stop there. Understanding that animal wellness is multifaceted, we developed AWIS – the Animal Welfare Index Score, a digital weighted animal welfare score that synthesises data from ALIS Pulse Sensors into a comprehensive measure of animal welfare. This score provides an immediate, understandable, and actionable metric for farmers and food companies alike, enabling them to make informed decisions that prioritise animal wellness.
The NSF study underscores the importance of certified labelling to bridge the gap between consumer perceptions and actual standards. This is where AWIS shines. By providing a clear, certified measure of animal welfare, it offers the assurance consumers seek when making ethical food choices. It empowers brands to demonstrate their commitment to animal wellness in a transparent and verifiable way, aligning with the strategic imperative highlighted by NSF’s research.
Moreover, with the demand for meat at an all-time low and the call for ethical consumerism at its peak, it’s evident that investing in animal wellness is not just a moral obligation but a strategic business decision. Our technology offers a path forward for food manufacturing and agricultural companies to align with progressive ethical practices, meet consumer expectations, and embrace a future where animal welfare and business success go hand in hand.
As Dale Newitt, Director of Supply Chain Food Safety at NSF, rightly points out, the readiness of UK consumers to invest in ethical and sustainable choices sends a powerful message across borders. With our technology, international brands have the opportunity to not just meet but uphold animal wellness standards, ensuring their relevance in a market that values ethics as highly as product quality.
At Greengage we firmly believe, that the shift towards ethical consumerism and the emphasis on animal wellness are not fleeting trends but the future of food production. With our innovative solutions, companies have the tools to lead this change, offering products that meet the highest standards of animal welfare and consumer expectations. Let’s not just meet the standard; let’s set new ones!