Alfons Koerhuis explains how Aviagen develops multiple bird types to meet different expectations of sustainability across global markets
What sustainability means in poultry production depends on who you ask, but increasingly it is shaped by consumer expectations, market demands, and the realities of producing food responsibly and affordably. For Aviagen, that reality is shaping a strategy focused not on a single definition, but on offering a range of solutions that balance production efficiency, welfare and affordability.
Aviagen Group Chief Technical Officer Dr. Alfons Koerhuis says the goal is not to choose one path, but to give producers and consumers the ability to define sustainability for themselves through informed choice.
Drawing on decades of breeding experience and a growing body of data, Aviagen positions itself not as a company that provides a single solution, but as one that offers a portfolio of options aligned with the different pillars of sustainability.
Sustainability as a three-part equation
Koerhuis frames sustainability as the intersection of three core pillars: Social, Economic and Environment. While widely accepted in theory, he emphasizes that achieving balance across all three remains a challenge in practice.
He explains that each pillar carries distinct but interconnected implications: Environment – focuses on resource use and long-term planetary health and viability, Economic – centers on growth, stability, affordability and profitability, Social – encompasses ethics, equity, public trust, animal welfare, food security as well as human and community health.
“The magical point that people often talk about is where these three elements come together, which is sustainability in its truest sense,” he said.
However, Koerhuis cautions that this “perfect overlap” is rarely achieved in real-world systems. Trade-offs are inevitable. A system may be environmentally efficient but unaffordable, or socially acceptable but economically unsustainable.
This reality underpins Aviagen’s broader message: sustainability is not a fixed endpoint, but a moving target shaped by evolving societal values and the economic conditions of a region.
Where does animal welfare fit?
Animal welfare remains one of the most debated elements within sustainability discussions. Koerhuis acknowledges its importance and explains that improving welfare is a given when it comes to poultry breeding. This applies to all breeds. He stresses, however, that welfare must be considered within the broader framework rather than in isolation.
“Animal welfare is mostly embedded in the social component,” he said. “Because it relates directly to social acceptability.”
At the same time, he points out that welfare also intersects with environmental and economic outcomes. Healthier birds tend to perform better, improving feed efficiency and reducing resource use. That, in turn, can lower production costs and improve affordability.
“If the bird is healthy, then there’s a lower cost of production which makes it more profitable for the farmer and lower cost for the consumer. Thus, it’s embedded in each sustainability pillar,” Koerhuis noted.
The growing emphasis on welfare, particularly in Europe, has intensified the complexity of sustainability decisions. Advocacy groups often push for higher welfare standards, sometimes without fully accounting for environmental or economic consequences.
Balanced breeding - a long-term commitment
At the heart of Aviagen’s strategy is “balanced breeding.” It’s a philosophy that aims to improve multiple traits simultaneously rather than prioritizing a single outcome.
Balanced breeding considers a wide range of characteristics, including health and welfare indicators, feed efficiency and environmental impact, meat yield and quality, growth rate and reproductive fitness. The goal is to maintain equilibrium across these traits while continuing to improve overall performance. Over a third of Aviagen’s selection focus for the Ross 308 is based on health and welfare characteristics followed closely by feed efficiency and environmental impact.
However, Koerhuis stresses that balance is not static.
“Just like the definition of sustainability, balanced breeding isn't fixed,” he said. “It keeps moving, partly because society continues to move and evolve.”
At the core of balanced breeding is data. Aviagen collects vast amounts of information from global operations, including genetic data, performance metrics and customer feedback. These insights guide breeding decisions and help identify emerging priorities.
The process isn’t fast. Genetic improvements can take years to materialize at the commercial level, reinforcing the need for long-term planning and consistency.
“The first sign of a new improvement in a broiler takes at least four years, but it accumulates over every generation,” he said.
Managing breeding decisions
Balanced breeding also means managing trade-offs between traits. Adversely correlated traits can be improved at the same time, however this requires careful prioritization.
“What ultimately happens is that we move forward across a large number of traits but with less progress in each individual trait, that is moving all the aspects of the breeding goal in the desired direction in a holistic way,” Koerhuis said.
A clear example is the industry's response to meat quality challenges such as wooden breast. As meat quality became an increasingly important topic, Aviagen refined its breeding strategy to ensure continued genetic progress remained balanced across multiple traits, including breast yield and meat quality.
Once a trait is incorporated into the breeding program, it remains a permanent focus. This cumulative approach increases complexity over time, requiring balanced genetic progress across all priorities while preserving gains already achieved.
This approach also allows Aviagen to offer a diversified product portfolio. Rather than promoting a single type of bird, the company offers multiple breeds with different performance profiles.
Koerhuis emphasizes that no single bird can meet every definition of sustainability. “It’s important that we offer the poultry industry options to fit its needs,” he said.
This philosophy reflects a broader recognition that consumers, retailers and policymakers do not all prioritize the same attributes. For Aviagen, this means continuing to support its mainstream products while also developing alternatives for niche or evolving markets.
“We very much believe in all our products, but it depends on what the individual consumer wants,” he added.
The role of consumer choice
While market dynamics can be influenced by many factors, he believes the final decision should rest with the buyer.
“Different kinds of chickens should be on the shelf, and the size of the shelf should be up to the consumer,” Koerhuis said.
He argues that informed consumers should be able to weigh the balance between price, perceived welfare, environmental impact and other factors.
“In an ideal world, it should be up to the consumer to decide what they buy, and retailers should offer a selection of options,” Koerhuis said.
At the same time, he acknowledges that purchasing behavior often differs from stated preferences.
While surveys may indicate strong support for higher welfare products, purchasing decisions are often influenced by affordability.
“This gap highlights the need for transparency and balanced communication, ensuring that consumers understand the implications of their choices.”
Regional differences shape demand
Demand for different types of poultry products varies significantly across regions. Koerhuis notes that Europe remains the primary market for slower-growing, more extensive production systems, largely due to consumer preferences and NGO influence.
“In principle, all of our birds are available globally, but in some regions, there’s just no demand for specific traits,” he said.
This diversity reinforces Aviagen’s global strategy of maintaining flexibility while focusing resources where demand exists.
Sustainability, welfare and food security
Beyond consumer preferences, Koerhuis highlights the broader implications of breeding decisions for global food systems.
Chicken’s efficiency as a protein source remains a key advantage. Compared to other meats, it requires fewer resources and produces lower emissions, making it a critical component in ensuring global food security, particularly in regions with limited resources.
“With policymakers, we must explain balanced breeding to ensure they get the whole story and are not only looking at particular characteristics in isolation. Every line on the chart is important and has important implications for the value chain and consumers,” he said.
“For example, the more extensive productions systems also have higher carbon and nitrogen emissions. The EU already has a surplus of nitrogen in the environment,” he noted.
As sustainability debates become more complex, Koerhuis stresses the importance of transparent and balanced communication.
A future defined by balance and choice
Looking ahead, Koerhuis sees sustainability continuing to evolve alongside societal expectations and technological advancements. Data, artificial intelligence and improved breeding techniques will play an increasingly important role in refining outcomes.
At the same time, the core principles remain unchanged: balance, transparency and choice.
“I think it’s important for Aviagen to provide different chickens so consumers can buy the chicken that’s closest to their definition of sustainability,” he said.
In a world where sustainability means different things to different people, Aviagen’s strategy reflects a pragmatic reality. There is no single solution – only a range of options shaped by the environment, economics and societal values.
In that landscape, giving consumers the ability to choose may be the most sustainable approach of all.
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