Brussels, Belgium – The European Association of Poultry Processors and Poultry Trade (AVEC) today welcomed the European Commission’s new EU Livestock Strategy, describing it as an important shift in the way livestock is positioned within EU policy.
For the first time in many years, the sector is recognised not simply as a challenge to be managed, but as a strategic asset that contributes to Europe’s food security, resilience, competitiveness and rural economy. That change in direction reflects many of the priorities the poultry sector has consistently advocated.
“This Strategy sends an important signal,” said Birthe Steenberg, Secretary General of AVEC. “Europe’s livestock sector is recognised not simply for what it produces, but for the contribution it makes to food security, resilience and strategic autonomy. That is an important change in perspective.”
The EU poultry sector already illustrates how competitiveness and sustainability can go hand in hand. It provides affordable, nutritious food, combines one of the lowest environmental footprints among animal proteins with continuous innovation, and supports high standards of animal health, food safety and welfare. The EU’s renewed focus on competitiveness, profitability and investment is therefore essential if the sector is to continue delivering these benefits.
Important steps forward.
The Strategy rightly recognises that disease prevention is no longer an exceptional cost but an integral part of animal health policy. Strengthening prevention mechanisms such as surveillance, vaccination and regionalisation together with improved early-warning systems and risk-management tools will be essential as disease risks continue to evolve and Europe strengthens its preparedness against future outbreaks.
The Commission’s plan to simplify legislation and strengthen circularity is another important step towards improving both the competitiveness and sustainability of Europe’s livestock sector.
Another positive development is the commitment to strengthen origin labelling for poultry and reinforce reciprocity in international trade. Greater transparency for consumers and similar requirements for imported products are essential if European producers are to continue meeting some of the world’s highest standards while remaining competitive. Otherwise, European farmers and food producers are placed at a competitive disadvantage without improving global sustainability outcomes.
AVEC also welcomes the Commission’s accompanying Protein Action Plan as an important step towards reinforcing the resilience of the EU protein system. Future measures should remain balanced, science-based and non-discriminatory towards animal protein. Public procurement, school schemes and promotion policies should support balanced diets and consumer choice, not create artificial opposition between plant and animal proteins.
Implementation will be key.
For AVEC, the success of both initiatives will ultimately depend on implementation.
“The direction is right,” Steenberg continued. “The challenge now is to turn these ambitions into practical measures that producers and the wider food chain can realistically deliver. Progress requires sound science, workable legislation and the investment needed to make change possible.”
AVEC takes note of the Commission’s intention to present a targeted revision of animal-welfare rules for laying hens and broilers by the end of 2026. While we support the Commission’s ambition to continue improving animal welfare, future policy must be guided by science, market realities, consumer behaviour and wider societal expectations, ensuring that progress on animal welfare goes hand in hand with environmental performance, economic viability and social sustainability. Any future measures for broilers and laying hens should therefore deliver measurable welfare improvements supported by robust impact assessments, realistic transition periods and targeted financial support that enables farmers to invest. “European producers are ready to continue investing and improving,” Steenberg concluded. “But higher ambitions within the European Union must go hand in hand with fair competition.”
The association also embraces the Commission’s commitment to continue the Livestock Workstream as an important platform for implementation and dialogue with the sector.
For the poultry meat sector, that dialogue should now translate into concrete action, including:
“Europe has recognised that livestock is part of the solution,” Steenberg concluded. “The task now is to create the conditions that allow European producers to remain the global benchmark for sustainable poultry production. That means investing in innovation, rewarding competitiveness and ensuring fair competition.”
AVEC stands ready to work with the European Commission and all stakeholders to ensure these ambitions are translated into practical, science-based policies that strengthen both the resilience and competitiveness of Europe’s poultry sector.
-ENDS-
For further information, please contact:
Birthe Steenberg, Secretary General
Email: bs@avec-poultry.eu
Maria Nikolaidi, Communications Manager
Email: mn@avec-poultry.eu, Tel: +32468224193