ter The Covid- Af

Profitable Poultry Farming in Summer

Dr. Yogesh Paharia

B.V.Sc , M.V.Sc (Nutrition)

Animals are divided into two groups: cold-blooded (heterothermic) and warm-blooded. Birds are homoeothermic, as they have the ability to maintain their body temperature throughout the year however, the thermoregulatory mechanisms are efficient only in thermo neutral zones, i.e., 27.5–37.7 °C birds, as endotherms, can regulate body temperature using heat generated in their bodies. Heat is produced in the body of birds as a result of metabolism (glycolysis, the Krebs cycle, the pentose phosphate shunt pathway) and muscular activity. The concentrations of enzymes, vitamins, and hormones; physical activities; oxygen consumption; ambient temperature; and circadian rhythms affect the amount of heat production in the bodies of chickens To maintain body temperature and avoid overheating, excess heat is dissipated to the surrounding environment through cellular conduction and vascular convection

Heat balance Poultry farmers should be consciousandvigilantaboutmaintaining environmental temperatures according to the requirements of the birds, especially during the summer (Scanes, 2015). The internal body temperature of birds is more variable than that of mammals, and birds have no absolute body temperature. The adult chicken bodytemperaturevariesbetween40.5°C (Donald and William, 2002), whereas the body temperature of a newly hatched chick is approximately 103.5 °F (39.7 °C), and it increases daily until it reaches a stable level at approximately 3 weeks For maximum production performance in poultry, the bird body temperature must remain at approximately 106 °F (Scanes, 2015). Variations within and beyond this temperaturerangemaybeduetocertain physiological conditions, such as sex (male birds have a higher body temperature than females because of an increased metabolic rate and increased muscular activity), physiological activity increased mobility increases the body temperature),breed(smallerbreedshave higher body temperatures than larger breeds, age, body weight, moulting period (moulting birds have a higher body temperature than fully feathered birds), broodiness (broody hens have an increased body temperature), feeding status (body temperature increases during digestion of feed) and external

environment (more light increases the body temperature) (Holik, 2010; Farag and Alagawany, 2018). In chickens, the thermo neutral zone depends on body weight; amount of plumage; amount, shape and distribution of feathers on the body; acclimatization; and dehydration status (Dawson and Whittow, 2000; Donald and William, 2002). When the equilibrium between body heat production and heat loss is disturbed, heat loss is decreased, and heat production is increased within the body of the bird, resulting in the onset of heat stress. The core body temperature increases when the ambient temperature increases or decreases above or below the thermo neutral zone (Scanes, 2015). When heat production by birds is greater thanheatlost,thecorebodytemperature rises (Etches et al., 2008). When the core body temperature reaches a critical point (116.8 °F or 47 °C), which is called the upper lethal temperature, birds can die from heat prostration (Scanes, 2015). On the other hand, when the temperature drops below 16 °C, heat production inside the body initially increases by physical means (shivering, huddling, fat/plumage insulation), then the thyroid glandisactivated,andenergyproduction increases until the carbohydrates (CH2O) and fats in the body become severely depleted (Donald and William, 2002; Sturkie, 1976). Body temperature decreases when the body temperature is below the normal range (Mount, 1979), which also causes mortality within the flock (Donald and William, 2002). At relatively low temperatures, heat is transferred from the body through conduction, convection and radiation (Yahavetal.,2005)inthefollowingways.

Effect of heat stress on the performance of birds

The normal body temperature of a chicken is approximately 41 °C (106 °F); if the body temperature rises more than 4 °C, the bird will die (Scanes, 2015). Summer weather and high environmental temperatures are among the factors responsible for heat stress in poultry flocks (Scanes, 2015). Birds are 'heat stressed' if they have difficulty

achieving a balance between body heat production and body heat loss (Abbas et al., 2012). Heat stress can occur at all ages and in all types of poultry . Birds feel comfortable at 75 °F and function normally up to 80 °F . Above 80 °F (up to 85 °F), feed consumption drops, while water intake increases (Donald and William, 2002). Feed conversion ratios (FCRs) and weight gain decrease in broiler birds, and egg production decreases in layer and breeder flocks (Donald and William, 2002). During the summer season, chickens should be housed and managed to provide a comfortable environment (thermoneutral zone) so that the birds can adequately dissipate body heat to the external environment and maintain a thermal At 86–95 °F, a significant decline in egg production and egg shell quality is observed. In layers Combating heat stress in poultry flocks Commercial poultry farming is a very profitable business; however, heat stress during the summer season drastically reduces the profitability of poultry farming. Solutions for the protection from heat stress require multifactorial strategies that may involve housing, genetics , thermal conditioning and feeding and nutrition reviewed potential ways to combat high ambient temperature, including thermal conditioning and the provision of some micronutrients, such as minerals and vitamins. Combating heat stress in poultry flocks. Moreover, the resistance of cocks to hot climates through early heat exposure is a new focus of research on heat stress mitigation Poultry houses should also be designed with maximum insulation to maintain their internal temperature .The direction of the poultry sheds should be from east to west in length and north to south in width in hot areas. It is advisable to promote natural air flow from the north and south sides and to shield birds from maximum sunlight during the day; therefore the longitudinal direction of the shed should be from east to west. Insulation of the roof is extremely important, as 60% of the external heat penetrates through the ceiling into the house. The roof of the poultry shed should be steep and high. Furthermore, water sprinkling can keep the roof cool in high temperatures (Donald and William, 2002). The building design; ventilation system; roof colour, reflectivity, pitch and orientation; and site also have significant effects on heat loss or gain from the building. Furthermore, the reflectivity of the roof can be increased by installing an aluminium roof or by painting the surface with metallic zinc paint (Donald and William, 2002). Evaporative cooling systems can be used with cooling pads inside the shed, and sprinklers can be used in farms where environmental temperatures are high and humidity levels are low (Donald and William, 2002). Excessive heat is lost during water evaporation, and cool air is produced inside the shed; however, the resultant humidity produced should be monitored carefully . RH increases approximately 4.5% for every 1 °C decrease in temperature through evaporative cooling. Strong air flow is essential for heat stress relief (Nilipour, 2000). The loss of heat by radiation plus convection can increase considerably with increasing air velocity (Yahav et al., 2004). In extreme conditions of very high humidity and ver y high temperature, the use of cooling systems might be detrimental or ineffective (Donald and William, 2002; Attia et al., 2006; Tumová and Gous, 2012). Exhaust fans can also be used for the expulsion of hot air from the poultry house (Donald and William, 2002). The distance between the sheds should be adjusted such that the flow of wind across the sheds is not interrupted and fresh air is available to the flocks (Mitchell, 1985; Lott et al., 1998; Simmons et al., 2003). To achieve maximum air flow, the house should be open with internal recirculation fans (Donald and William, 2002) positioned in a tunnel ventilation arrangement (Lacy and Czarick, 1992). A high stocking density will result in ventilation failure. The increased metabolic rate of birds during the summer increases heat production inside the poultry house, and the decreased loss of heat during hot and humid weather will increase the overall temperature of the poultry house (Donald and William, 2002). The stocking densities should be adjusted according to temperature and humidity conditions in the respective area (Donald and William, 2002).

Feeding management

Intermittent feeding programmes have been investigated in some broiler operations. These methods could have possible applications in hightemperature regions where birds are minimally active during the dark hours, consequently reducing the production of heat. Fasting broilers prior to or during peak hot periods of the day lessens the heat load and enhances survival. Feeding should be conducted during the cool hours of the day, i.e., during the early hours in the morning and during late hours in the evening (Farghly et al., 2018a). An advantage of interrupting feeding is a reduction in metabolic heat output. Extra consumed feed during the hot hours of the day will increase the heat load and probably result in additional mortality. Fasting reduces heat production from the digestion, absorption and metabolism of nutrients (Richards and ProszkowiecWeglarz, 2007). Fasting also has a calming

Water management

Heat stress causes birds to consume less feed and ingest more water. This increased water consumption helps to reduce the body temperature of birds (North and Bell, 1990; Lara and Rostagno, 2013). The water:feed intake ratio at 15 °C is 1.82:1. However, when the temperature rises to 30–35 °C, the ratio increases to 4.9:1 (Holik, 2010). On average, for each 1 g of feed intake, birds consume 2–3 ml of drinking water during the winter and 4–5 mL during the summer. To keep the body temperature of birds stable, clean and cool water below 25 °C should be provided ad libitum and with ice added to the water.

The number of drinkers and space should be increased, and the water supply should be ensured to prevent dehydration in birds (Abbas et al., 2008). The use of water troughs in place of nipple or bell-type drinkers can increase water intake in birds. Water tanks should be placed in the shade and insulated. Drinkers should have sufficient water flow (> 70 ml/min/nipple) and chlorination should be discontinued on extremely hot days; H2O2 should be used for flushing water lines (Donald and William, 2002).

Litter management

The litter temperature increases during hot weather. To reduce the litter temperature, litter should be kept moderately wet (Abreu and Abreu, 2004; Bessei, 2006). Dry litter can result in excessive heat and decreased humidity, and wet litter during the summer is indicative of increased humidity inside the poultry house (Donald and William, 2002). After drying, the wet litter forms cakes and sticks to the floor. Wet litter will produce a bad smell and ammonia inside the house that can hamper the growth rate, attract flies and increase stress in birds (Donald and William, 2002).

Health management

The overall general health conditions of poultry should be maintained. High ambient temperature induces unfavourable alterations in indigenous bacterial populations in the gut. Probiotic supplementation may enrich the microbiota diversity in the jejunum and caecum of birds, restoring the microbial balance and maintaining natural stability. The timely diagnosis of diseases and prompt treatment of diseased birds should be ensured (Donald and William, 2002). Layer and breeder flocks should be regularly screened for mycoplasmosis, salmonellosis, avian influenza (A.I.) and Newcastle disease (ND) with serological examinations.

Nutritional manipulation Heat production in the body normally increases with an increase in the level of proteins (Macleod and Dabutha, 1997). Excess protein metabolism increases the heat load in poultry and exacerbates ionic imbalance (Donald and William, 2002). Under heat stress conditions, lower protein rations supplemented with some essential amino acids, such as methionine, lysine, threonine and tryptophan, will result in better outcomes than higher protein rations (Donald and William, 2002). . Use of fats in rations Increasing the metabolizable energy content in the diet by adding fat is a common practice during the summer Adding fat increases the intake of energy and reduces the specific dynamic action of the feed allowing birds to cope with high temperature more effectively Because fat has a lower heat increment than either carbohydrates and/or protein, a higher fat content (up to 5%) in the diet helps mitigate the negative effects of heat stress in poultry raised at higher ambient temperature thus supplementation of fat in the diet helps to increase the energy value of other feed ingredients. Protein metabolism produces more heat production than fat and carbohydrate metabolism . The protein-to-energy ratio should be readjusted, and up to 5% oil can be included in the diet.

Use of synthetic amino acids In addition toenergy,considerationmustbegivento the balance of amino acids in the diet during the summer season (Bonnet et al., 1997). Usually, minimizing excess amino acids enhances feed consumption (Leeson and Summers, 2001). Critical amino acid levels should be approximately 5–10% higher than those normally used with the same level of protein (Suganya et al., 2015). Feed should be formulated with up to 100% of digestible amino acids targets established by the National Research Council and should not contain a high crude protein minimum. Maintaining an adequate amount of essential amino acids, especially lysine or arginine and lysine (Mendes et al., 1997),The combination of prebiotics and probiotics to produce a synergisticeffectisreferredtoasasynbiotic. Many studies have shown the positive effects of trace mineral (such as selenium, chromium, zinc, etc.) supplementation in tropical chicken farming. Studies have suggested the significant effects of minerals on the improvement of performance parameters and reduction in heat shock proteins and lipid peroxidation in birds reared in tropical climates (Rao et al., 2016; Rajkumar et al., 2018). The phosphorous requirement increases during heat stress (Leeson and Summers, 2001), and the Ca requirement increases during hot weather due to reduced feed intake (Leeson and Summers, 2001). The dietary supplementation of chromium to chicks exposed to heat stress beneficially affects the carcass and growth rate and modulates the biochemical blood indices.

Efficient heat stress management during summer season in poultry flocks can increase profitability of poultry business. The increased egg and poultry meat production during summer season can be helpful in fulfilling the protein requirement of the general public. Increased egg and meat production can also overcome the crisis of food shortage in developing country. Studies on heat stress in poultry farms, generally focus on exploring the strategies to maintain the conditions which cause heat stress. Specifically, in opened poultry houses, it is important to ensure that the outdoor air can flow smoothly into and out of poultry house. Furthermore, feeding at cooler times, wet feeding, feed withdrawal before an expected period of heat stress and dimming lights during feeding could be good strategies to cope with heat stress. In addition, maintaining good ventilation, increasing energy level in poultry rations and supplementing diets and drinking water with vitamins, antioxidants, probiotics and minerals can help in heat stress mitigation. Moreover, keeping in view the future protein demands it is advisable to explore the novel mitigation strategies in terms of farming practices. r

Challenges Confronting The Poultry Industry- After The Covid-19 1 1 2Dr. Manisha Singodia and Dr. Lokesh Tak Department of Veterinary and Animal Husbandry Extension Education 2Department of Livestock Products Technology CVAS, RAJUVAS, Bikaner

Poultry resistance, health, and production are several factors that challenge the future development of the poultry industry. Consumer confidence, item quality and safety, kinds of products, and the emergence andre-emergenceofdiseaseswillcontinueto be major challenges to the current situation and the strategic future of the industry. Foodborne and zoonotic diseases are strictly connectedwithpoultry.Itisessentialtorealize thatchickensarenotsusceptibletointranasal infection by the SARS-CoV-2 (COVID-19) virus. All things considered, the COVID-19 pandemic will affect poultry consumption, transport, and the economics of poultry farming. Stockholders, veterinarians, farmers, and all the partners of the chain of poultry production need to be more involved in the current situation and the strategic future of the industry to fulfill human demands and ensure sustainable agriculture. Subsequently, thecurrentauditinvestigatesthesesignificant undertakings.

Food Safety

Consumers' perspectives on the q u a l i t y a n d

security of animal products are a continuous issue for the poultry industry and its essential future. Numerous food borne diseases can be transferred through the food chain. In the available literature, Salmonella serovars and Campylobacter spp. are the poultry bacteria more often responsible for human foodborne diseases.

Antibiotic Resistance and Related Problems

The effect of antibiotics on the gut flora leads to enhanced digestion and absorption, and, thus, the accessibility of supplements for production due to an improved gut ecosystem that favors beneficial microorganisms. Recently, Moawad et al. reported the appearance of colistin-tolerant and extended-spectrum β-lactamase-producing Escherichia coli from healthy broilers.There may also be an increase in the use of antibiotics in feedproducing animals during the COVID-19 pandemic to improve animal immunity and health and increase animal farming profits. However, this use may increase the threat of antibiotic-resistant bacteria and the negative impact of antibiotics on the environment, such as cross-resistance and carryover influences.

Welfare of Poultry

Presently, there is extraordinary concern about the welfare of animals, hygiene, and disease control that may result from great genetic pressure to boost egg and meat production. Without a doubt, hereditary strain genetic pressure to improve the productive performance of animals adversely affects animals' welfare and natural immunity and thus disease tolerance. However, genetic selection occurs with improved practices of husbandry, disease control, and nutrition control.

The Movement of Poultry and Poultry Products

Solid production competition and cost differences from around the globe will affect the cost and global movement of poultry and its items. This phenomenon will increase the possibility of disease transmission into places thought to be free from poultry diseases. However, SARSCoV-2 is not linked with poultry or its products, it will likely influence the global poultry trade due to lockdown and limitations that is applied to control the spread of the virus. A few components can hasten and/or prompt the emergence of animal diseases. These factors comprise the development and structure of the poultry farming, amplify global competition and costs of production, and increase the poultry and poultry products movement worldwide. Thus, the COVID-19 pandemic has highlighted the need for acknowledging the great risk that current viruses and future microorganisms that may lead to pandemics pose to animal health. Governments ought to build up establish new regulations for animal health care, trade, and movements of domestic and wild animals and provide adequate research funds for these activities to establish a strategic plan to ensure a constant supply of animal protein.

The Challenges from the SARS-CoV-2 (COVID-19) Virus

Although the similarity in the hereditary make-up of humans and chickens is about 60%, the immune system of humans and avian species is very different, and thus vaccinations protocol, types, and applications are different. The production of human vaccines is essential to save lives and ensure the wellbeing and, hence, much more important than the production of a vaccine for farm animals. Poultry production does not seem to be at risk due to the global spread of SARS-CoV. In any case, increasing biosecurity and hygienic measurements at the farm become apparently vital and need further efforts to limit the spread of SARS-CoV to the poultry industry and its possible mutation.

Disease Diagnosis

The diagnosis and treatment of poultry diseases are the most common tools to control and prevent disease transmission and spread. The most recent example is avian influenza, where early diagnosis of the source and route of virus spread helped to control the disease and develop an effective vaccine for this zoonotic disease.

Thus, developing fast, accurate, and affordable digenetic tools/kits that can be used on farms is absolutely necessary, and research in this area should be initiated and given greatest funding and impetus.

Treatment

For a long time, treatment of poultry diseases has been a very successful strategy for disease control, eradication, and prevention. Genuine models incorporate include bacterial, fungal, and parasitic diseases such as cholera, aflatoxin, and coccidiosis. Treatment of poultry diseases has allowed increased investment in the poultry industry in many developing countries that suffer from low cleanliness and biosecurity.

Disease Control

The principal line of infectious disease control is to prevent the introduction of disease and to prevent further spread via strict biosecurity, establishing and maintaining immunity, and vaccination. Global poultry farming has aggressively selected for traits that focus on maximum poultry production and improving feed usage and cultivating benefits.

Immunity

Pollutants, environmental, physical and physiological stress, depletion of ozone, and climate change have influenced and thus altered biological, physical, and immune functions of different animal species. Thus, animals have become less resistant to microbiota and harmful organisms. This phenomenon has adversely affected the health, welfare, and performance of animals. Many factors, including nutritional management, have been established to stabilize the adverse impact of environmental stressors on animal immunity and, thus, health. The influence of dietary factors on immune function and immunity is of great interest after the COVID-19 outbreak. Currently, immunity is the first line of defense for COVID-19 until specific drugs and vaccines are available; this factor should be considered in designing strategic plans for management, feeding, and health care programs to sustain animal production.

The Role of Nutrition

Upgrading natura immunity is the frontline of disease prevention and control. Nutrition is a critical factor in immunity, disease control, and prevention. Passive and active immunity and building antibodies are affected by nutrition, quantitative and qualitative feed constituents, and hygiene. Fatty acids, protein/amino acids, minerals, and vitamins are vitally important for enhancing immunity and health. In general, under stress conditions, low hygiene, disease outbreaks, and the absence of effective treatment and vaccines such as the COVID-19 pandemic, enhancing protection, prevention, and control programs it is essential to improve health to ensure sustained animal execution and financial achievement.

Immune Organs

The two significant avian immune system organs are the bursa of Fabricius (associated with B cells) and the thymus (associated with T cells). Meteorological changes present an extra weigh t on immune competence and the health status of animals. Several investigations have shown that low surrounding temperatures can reduce the feed intake and subsequently compromise immune capacity.

Vaccination

During the COVID-19 pandemic, vaccine development has received great attention and has been recognized as the most effective tool for human and animal protection and disease control and eradication. Research to develop new vaccines and track changes in RNA viruses and disease epidemiology should continue to avoid threats from zoonotic diseases. In general, biosecurity, cleaning, and disinfection, as well as vaccination against some diseases, are very important for disease control and eradication; however, these programs need regular review and updating.

Genetic Resistance

Viral diseases such as Marek's disease, Newcastle disease, avian influenza, and bacterial diseases like salmonellosis, pasteurellosis, and colibacillosis are economic diseases that cause high mortality and morbidity. These diseases are candidates for the application of biotechnology tools for the selection of disease resistance.

Education Programs

The accomplishment of any program for disease regulation depends on hygiene, applying the proper farm sanitation, vaccination programs, and appropriate education programs for poultry farmers. Furthermore, valuable education programs should be employed to markedly raise public awarenessabouttheessentialmeasurements required to safeguard against zoonotic diseases. The exercises gained from the COVID-19 pandemic indicate that public information and educational levels are very important tools in public health protections andzoonosistransmissionandcontrol.

The objective gatherings of these projects target groups of these programs are Farm owners,workers,laborers,agriculturists,and veterinarians. In general, the expected outcomesareimprovebasicknowledgeand scientific background related to biosecurity and hygiene of poultry framing; refresh and update relevant individuals with recent information on poultry farming, processing plants, hatcheries and feed mill; cross-react; and improve the work environment and safety. These education programs can positively impacted the industry, improved human wellbeing, and limited the loss in humansandanimals.

Conclusion

Global collaboration and trade will cause governments throughout the world to synchronize their current legislation linked to the market, control of disease, poultry nutrition, and the drugs and vaccines licensing for veterinary practice, particularly after the COVID-19 pandemic. The consumer desire for high-quality poultry products will robustly affect production practices. Hence, stockholders, veterinarians, farmers, and all other partners engaged in the chain of poultry industry should share more tasks and increase their cooperation. Biosecurity, hygiene, immunity are front lines of defense, perhaps the greatest lesson we learned from the COVID-19 pandemic. However, the SARS-CoV-2 (COVID-19) virus is not associated with poultry or poultry products. The poultry industry is to globally unify the health care system and biosecurity of the industry all one unit, and this lesson learned from COVID-19 as world health is one unit. r

Bird-flu scare during the initial weeks of January, 2021 had adverse impact on poultry meat consumption. Swift action by the government in collaboration with state governments in dismissing rumours relating to consumption of poultry meat, helped to an extent in restoring consumer confidence. Concrete measures are needed to ensure that rumours against consumption of poultry meat circulated at frequent interval are dealt with firmly through sharing of scientific information so that livelihood of millions of farmers and other stakeholders associated with the industry are not hit and poultry industry continues to contribute significantly towards India's economic growth”

- Ricky Thaper, Treasurer, Poultry Federation of India

India has been reporting a few cases of Avian Influenza (AI) commonly known as 'bird flu' since 2006. In the first week of January, 2021, the Ministry of Animal Husbandry, Dairying and Fisheries had stated that 'bird flu' cases have been reported mostly in bird populations such as crow, migratory birds, ducks and goose birds.

While reports of 'bird flu' not only impacted poultry meat industry in terms reduction in consumption, it also adversely hit other stakeholders like farmers growing maize and soya (used as poultry feed ingredients) as prices of these commodities declined because of lack of meat demand. Keeping in mind its impact on the poultry business, Ministry of Animal Husbandry, Dairying and Fisheries, Government of India took prompt actions and urged state governments to raise awareness amongst the consumers of poultry meat that its safe for consumption so that people are influenced by mostly fake news or rumours.

“The AI is a virus that can infect birds. India has been reporting the disease since 2006 and till date there is no report of human infection. The country had controlled the disease effectively through culling. There is no scientific report available all over the globe that the infection of H5N1 or any other strain of Avian Influenza viruses spread through the processed products,” Mr. OP Chaudhary, Joint Secretary, Ministry of Animal Husbandry, Dairying and Fisheries, GOI, stated in his letter to all Principal Secretaries, Animal Husbandry from States and other officials. These are most welcome steps.

In a bid to convey the message about safety of poultry meat consumption, Animal Husbandry and Dairying Minister Shree Giriraj Singh Ji organized press conferences and made the statement that there have been no scientific reports on transmission of bird flu to humans and consumers should not be scared. This confidence building communications by Honorable Minister, Shree Giriraj Singh Ji was very much appreciated by the entire poultry industry.

The ministry of Animal Husbandry and Dairying requested state administration to issue instructions to concern State authorities and local administration against imposing a ban and allow selling of poultry products sourcesfromonestatetootherstate.However, the government in collaboration with industry must ensure that unfounded rumours as well as fake news against consumption of poultry meat is countered periodically with scientific studies. Even if bird flu incidents are not reported amongst poultry birds, its impacts consumption of meat because of unfounded orfakenewscirculatedinthemedia.Millionsof people are engaged in the poultry value chain and such news impacts livelihood as well as impacts overall economic growth of the country as poultry sector contributes significantlytothecontributeIndia'sGDP. The World Health Organization also states that it is safe to consume poultry meat and eggs. According to the WHO website, there is no epidemiological data which suggests that the disease can be transmitted to humans through cooked food. The virus is destroyed at 70°C if held for about 3 seconds. Also, properly cooking meat or eggs to achieve a temperature of 74°C in eggs or all parts of meat will inactivate the virus. FSSAI urges the FBOs and consumers not to panic and ensure proper handling and cooking of poultry meat and eggs for its safe consumption.

In a welcome step, the Food Safety and Standards Authority of India (FSSAI) had issued a guidance document (on January 21, 2021) on “Safe handling, processing and consumption of poultry meat and eggs during bird flu Pandemic ” for creating awareness amongst Food Business Operators and consumers. Such communications create confidence amongst the consumers of poultry meat andpreventunnecessarypaniccreatedon the basis of false information about the poultryindustry.

In India, the disease spreads mainly by migratory birds coming into India during winter months. However, it's the poultry industry which is adversely impacted as consumers reduce consumption of poultry meat notwithstanding that there are several studies which state that meat consumption is safe. Poultry industry, which is witnessing a healthy growth rate especially in the last two decades, faces a slump in the demand for meat because of false information being spread during the bird flu outbreak, which virtually disrupts the value chain adversely impacting the industry. Thus, all the stakeholders in the value chain from poultry farmer owners to sellers along with the government agencies must ensure continuous awareness creation about the safety protocols being followed by the industry to dispel any doubts in the minds of consumers. This would prevent frequent volatility in the demand for meat because of few reports about bird flu and shall save livelihood of farmers as well as other stakeholders in the value chain. r