Issues such as productivity, cost efficiency, animal health, and sustainability have been the main focus of the animal production sector for years. While these issues will always be on our agenda, today we have a bigger picture on our table: Consumer expectations. It is no longer just the protein quantity we produce that is being questioned, but also its quality. Consumers are not only interested in the price and availability of animal products such as meat, milk, and eggs that end up on their tables; they also want to know where these products come from, how the animals were fed, and their welfare conditions. Even the feed additives we frequently use are on the consumer radar.
This growing awareness is pushing us to think and change. We must remember one thing: The concept of “feed additives” is still vague for most consumers and is sometimes associated with negative connotations. The perception of chemicals and artificiality can overshadow the innovative and beneficial solutions the industry actually offers. Yet feed additives are an indispensable part of modern feeding to support animal health, increase productivity, and strengthen sustainability.
At this point, phytogenic feed additives hold a unique place. These products, which stand out due to their plant origins, have the potential to bridge the gap between consumers and the industry thanks to both their performance-enhancing effects and their natural image. Phytogenics, obtained from spices, plant extracts, or essential oils, are at the forefront of the search for alternatives to antibiotics while also supporting the perception of being “natural and safe.”
For this reason, we have dedicated the focus of our September edition to phytogenic feed additives. We see this feature not only as a technical review but also as an opportunity for the industry to use in its communication with consumers. Because in the feeding strategies of the future, perception management will be as decisive as innovation.
Consumer demands are changing, perceptions are evolving. Our task is to correctly interpret this transformation, effectively communicate scientific solutions, and confidently guide the sector into the future.
I wish you all a pleasant read…
