SUSTAINABILITY 102 FEED & ADDITIVE MAGAZINE August 2025 CHALLENGES OF INNOVATION THROUGHOUT THE SUPPLY CHAIN Innovation in poultry feed supply chains is challenging, especially when balancing limited resources with the need for transparency across all stakeholders. Fluctuations in ingredient availability, feed composition and sourcing practices make it difficult to quantify environmental impacts with precision as mentioned above. Reliable data is therefore essential not only for assessing sustainability but also for supporting downstream stakeholders who rely on accurate reporting to meet compliance, traceability, and sustainability goals. Processors need consistent data on feed inputs to evaluate meat quality, efficiency, and regulatory compliance, while supermarkets demand clear traceability and environmental impact metrics. Consumers increasingly expect transparency regarding issues such as deforestation-linked soy, carbon footprints, and animal welfare. However, gaps in supply chain data, evolving feed formulations, and shifting market dynamics complicate efforts to generate accurate, real-time LCA insights. Addressing these challenges requires integrated monitoring systems, standardised data collection, and collaboration across the supply chain. A comprehensive, data-driven approach is necessary to improve supply chain visibility, ensure accountability, and support informed decision-making for all stakeholders. HOW DO WE TACKLE IT? Collaboration between businesses (farmers, processor and feed suppliers) and researchers is crucial to bridge knowledge gaps and achieve holistic outcomes. Nottingham Trent University and the University of Chester (UoC) are exemplifying this approach by working in partnership to investigate sustainable feed interventions in the poultry industry. Professor of Environmental Organisational Sustainability Julieanna Powell-Turner from the University of Chester explained, “Emissions are a challenge for the UK poultry industry, emphasising the need to understand our emissions and take new approaches to tackle them. This includes considering AdobeStock | 521330602
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