The Better Chicken Commitment (BCC) is a set of standards aimed at improving the welfare of broiler chickens across supply chains. Spearheaded by NGOs and adopted by several food companies, retailers, and producers, the BCC demands better living conditions, slower-growing breeds, more space, environmental enrichment, and humane slaughter practices.
While the intentions are commendable, implementation remains complex and fraught with challenges. In this blog, we dive deep into the real-world obstacles facing the Better Chicken Commitment in 2025, ranging from industry resistance to logistical and economic constraints.
1. What is the Better Chicken Commitment? 🥚✅
The Better Chicken Commitment outlines a welfare standard for broiler chickens that includes:
- Use of slower-growing breeds
- Maximum stocking densities
- Natural light and enrichment
- Thinning restrictions
- Humane slaughter methods
These guidelines are designed to ensure chickens live healthier, more natural lives and reduce suffering in intensive farming.
2. Slow Uptake Among Major Producers ⏳🍺
Despite public support and pressure from advocacy groups, many poultry producers are slow to adopt BCC standards due to:
- Cost implications of converting existing systems
- Loss in feed efficiency and increased production time
- Difficulty sourcing compliant genetics
Larger industrial farms built around fast-growth breeds resist change because it disrupts well-oiled supply chains.
3. Economic Viability 💸📉
Shifting to BCC-compliant practices increases operational costs due to:
- Reduced bird density
- Higher feed costs
- Longer growing periods
Many farmers, particularly small-scale ones, find it difficult to stay profitable without subsidies or market premiums. Retailers are reluctant to pass on added costs to consumers, making implementation uneven.
4. Limited Access to Slower-Growing Breeds 🐃🐚
Slow-growth breeds such as Hubbard JA757 or Redbro are recommended, but:
- Availability is low in many countries
- Hatcheries are reluctant to shift production away from fast-growing breeds
- New breeding programs take time and capital
This creates a bottleneck, especially for producers trying to transition gradually.
5. Infrastructure Overhaul Needed ⚖️🛁
Existing broiler production infrastructure is designed for fast-growing birds and high stocking densities. To comply with BCC:
- Ventilation, lighting, and flooring systems need redesign
- Housing must accommodate lower densities
- Litter management and cleaning frequency must increase
These changes require heavy investment and time, discouraging immediate compliance.
6. Retailer Reluctance to Commit 🚗💳
Some major retailers have not signed on to the BCC, citing:
- Uncertainty in consumer demand
- Lack of cost-effective suppliers
- Pricing instability
Retailers fear backlash if price increases are not matched by clear consumer benefits. The burden of education and marketing falls on NGOs and brands, slowing momentum.
7. Lack of Unified Global Standards 🌎🔄
The BCC is primarily a European and North American initiative. Developing countries face different economic and social realities. Challenges include:
- Poor veterinary infrastructure
- Less awareness of animal welfare
- Cultural preferences for larger, cheaper chickens
This geographical disparity hinders worldwide momentum.
8. Farmer Resistance and Misconceptions 🤴🤷
Many farmers see BCC as a threat rather than an opportunity. Common concerns:
- Fear of being underpaid or penalized
- Lack of clarity on long-term market returns
- Misinformation spread by anti-regulation groups
Training and education remain key to dispelling myths and building buy-in.
9. Slaughter Reforms: A Sticky Issue 🔪💔
One of the most contentious BCC requirements is controlled-atmosphere stunning (CAS) before slaughter, replacing traditional electric water-bath stunning. CAS:
- Requires expensive equipment
- Demands retraining of slaughterhouse workers
- Raises concerns among small processors about return on investment
Without financial support, many smaller abattoirs simply cannot comply.
10. Lack of Enforcement and Monitoring 🕵️♀️📊
NGOs and industry watchdogs often face difficulties verifying compliance. There are gaps in:
- Transparent auditing
- Data reporting
- Independent assessments
Without consistent monitoring, compliance becomes symbolic rather than impactful.
11. The Greenwashing Dilemma 🦄🌊
Some companies make vague claims of "welfare improvement" without committing fully to BCC standards. This:
- Confuses consumers
- Undermines genuine efforts
- Fuels cynicism about ethical labeling
Regulatory bodies must tighten marketing standards to avoid misleading practices.
12. Competing Certifications 🔃🔢
The Better Chicken Commitment competes with:
- Certified Humane
- Global Animal Partnership (GAP)
- RSPCA Assured
These programs have overlapping but distinct standards, creating:
- Brand confusion
- Varying costs for farmers
- Difficulty in cross-recognition
Consolidation or harmonization is needed to streamline the market.
13. Climate and Sustainability Challenges ❄️🌬️
Slower-growing chickens emit more greenhouse gases per unit of meat than fast-growing counterparts, due to:
- Longer life span
- More feed consumed
- Higher water and land use
This paradox complicates arguments for sustainability unless offset by better carbon practices.
14. Legal and Policy Gaps 🔒📚
In many regions, there are no legal requirements mandating BCC-style welfare. Voluntary adoption means:
- Inconsistent application
- No legal recourse for violations
- Unfair advantage for non-compliant producers
Governments need to create incentives or mandates for fair competition.
15. Consumer Confusion and Education 🤔🌐
Terms like "free-range," "organic," and "welfare-certified" are often misunderstood. Consumers struggle to:
- Identify BCC-compliant products
- Understand why prices are higher
- Value slow-grown poultry over standard broilers
Ongoing public education campaigns are essential to drive consumer support.
Final Thoughts 🏆🚀
The Better Chicken Commitment is a bold step toward a more ethical and sustainable poultry industry. However, systemic, economic, and cultural challenges must be addressed collaboratively. Only with full supply chain buy-in, transparent monitoring, and continued consumer engagement can the vision of better chicken welfare become a widespread reality.