Adding value to products in even the slightest ways is the key to market viability for the nation's poultry producers. Auburn University is a major provider of research-based quality improvement information that is helping this multi billion-dollar industry enhance its competitiveness and expand its profitability.

Today's poultry industry involves large corporate structures. The feed program, the farm-level growers, transportation of the birds from farm to market -- every aspect of the business is centrally managed, explains Ed Moran, a professor in the Department of Poultry Science.

Working closely with industry personnel, Moran and other AU poultry scientists are involved in discovering ways to improve broiler management programs. Moran contributes expertise in nutrition and collaborates with Associate Professor S.F. "Sarge" Bilgili, whose emphasis is on processing aspects of the industry.

"Broilers are a very big item with respect to the economy," Moran says."If there is any one particular facet which lends to growth, it's the ability of the industry to add value to the chicken -- almost right up to the plate. Our work is to show (producers) how they can capitalize in small margins."

"We're trying to break the paradigm of just growing the birds," Bilgili adds. "We're trying to demonstrate to the industry that by changing their management, or their nutritional programs, or their processing methods and marketing programs, that they actually can add more value to their product."

Accomplishing this involves an integrated approach seeking to improve in every facet of the business, Moran explains.

"We look at the strain or breed being used, the sex of the bird, age-to-market, how you feed them, how they are transported...any other treatments interdisposed in that whole regimen," Moran adds.

"It's a move from a quantity-oriented production (philosophy) to a quality orientation," Bilgili says.

Bilgili adds that the individual requirements of the product must be matched with the proper bird and management program to obtain the maximum yield and profit.

"There is no one broiler out there that can effectively be used for all purposes," Bilgili says. "We look at every aspect. Is it a fast-food type bird, or one for de-boned products such as breast fillets or other specialty products, or is selling the whole bird the product objective?"

"How we would feed or manage a strain for one purpose might be entirely different from the way a strain would be handled for another purpose," Moran adds.

The researchers say the problems facing today's diverse poultry industry are different from those dealt with even as few as 20 years ago. Feeds have changed. Product requirements are different. Nutritional factors -- concerning the bird's needs as well as the needs of the human consumer -- are more critical.

"Meeting these requirements and improving the small details of an entire system presents real challenges," Bilgili says.

"For a producer to maintain competitiveness today, he must incorporate a system that capitalizes on the small areas of profit potential," Moran adds.