5 key priorities for poultry industry against HPAI
Date postedSeptember 17, 2025
As highly pathogenic avian influenza (HPAI) continues to disrupt poultry markets and consumer confidence, industry experts at the 2025 Chicken Marketing Summit earlier this year identified five urgent priorities that demand immediate attention.
1. Combat food safety misconceptions
A shocking 41% of consumers believe they can contract bird flu from properly cooked chicken, with nearly half of millennials sharing this dangerous misconception. This fundamental misunderstanding is already changing buying behaviors, with 37% of consumers modifying their purchasing habits due to HPAI fears, said Rob Levine, partner and president of Mariner Marketing Communications.