‘Forever Chicken’ campaign looks to pave the way for a successful future for the poultry industry


Elanco Animal Health is set to launch its ‘Forever Chicken’ campaign with the #ProudOfOurChicken concept, which aims to celebrate real people in the industry and showcase the pride the poultry industry has in their roles and the thriving industry. The concept will be launched to coincide with the UK’s only dedicated pig & poultry industry event, the Pig and Poultry Fair, 2018. #ProudOfOurChicken is part of the ‘Forever Chicken’ campaign – a long-term initiative designed to highlight innovation and best practice across the industry.

Industry members will be encouraged to take a photograph of themselves at the Elanco stand at the Pig and Poultry Fair and share it using the hashtag #ProudOfOurChicken after which they will be given a small gift to take away. The campaign aligns with the National Farmers Union’s broader #ProudOfPoultry campaign.

#ProudOfOurChicken also addresses the use of ionophores, which are animal-only antimicrobials used to control coccidiosis; a ubiquitous disease that can occur at any stage in a growing bird’s life cycle. Coccidiosis has the potential to cause enteritis leading to intestinal inflammation, reduced absorptive capacity, increased podo-dermatitis due to wet litter and the potential for increased mortality. The loss of Intestinal Integrity caused could contribute to an increased cost of 7 pence/broiler if ionophores were remove.

Without ionophores there could be more sick birds suffering coccidiosis and secondary enteric infections that require therapeutic doses of antibiotics that are important in human medicine. At this stage, ionophores are therefore the most sustainable and economical solution to control coccidiosis.

Louise Radford, poultry marketing manager, Elanco says: “The value of the UK poultry industry has increased from £1,978,780,000 in 2011 to £2.2 billion in 2017. As a subsidy free-sector our ultimate goal is to preserve the health and welfare of chickens and maintain a high level of Intestinal Integrity.”