The current practices of the poultry industry have raised concerns among consumers. Among these is the culling of day-old male chicks of laying hybrids; a suitable alternative for this could be the use of dual-purpose breeds where both sexes are used. Another practice that causes concern is the import of large quantities of soybeans for feedstuff production. Substitutes for these soybean-based products are regional protein crops, such as faba beans (Vicia faba L.; FBs). The objective of this study was to test the suitability of FB as a locally produced soybean meal replacement for two local dual-purpose chicken breeds and one high-performing layer line. The breast and leg meat of male Bresse Gauloise (BG), Vorwerkhuhn (VH), and White Rock (WR) animals was evaluated for different meat quality parameters: pH, color, water holding capacity, and tenderness. Sensory properties of the samples were evaluated by a trained panel with a conventional descriptive analysis. Results show different effects of FB diets on meat quality parameters in the different breeds. The attributes mostly affected by the diet are related to aroma, flavor, and texture, particularly in VH and WR. Overall, faba beans appear to be an acceptable dietary protein source for rearing these breeds for meat production.

As poultry production and consumption have increased in the last decade, so have consumers' concerns about intensified production methods and the impacts they have on animal welfare. At the same time, poultry consumption has increased and enjoys great popularity. Also, a shift in consumers' consumption behavior can be observed as nowadays most consumers purchase chicken cuts, especially breast filets, rather than whole animals, mostly due to convenience and taste. Although consumer concerns have increased, market shares of alternative poultry products, i.e., those that are produced under higher standards compared to conventional products, remain comparably low. One of the main reasons are the large differences in prices. The higher prices for alternative chicken products such as organic result partly from increased production costs on farm level. Besides, consumer preferences for chicken cuts intensify cost differences. While alternative chicken breasts (e.g., organically produced) might be valued by some consumers, other cuts such as wings or thighs are not and are therefore sent into the conventional market. In these cases, the breasts need to remunerate all additional costs. Analyzing consumers' concerns about production methods and learning about consumers' obstacles to buy whole chickens might offer farmers greater possibilities to succeed in alternative markets. Therefore, the purpose of this study was to gain insights into consumers' chicken consumption behaviors, how consumers imagine an ideal chicken farm and whether they would be willing to purchase a whole chicken from this ideal farm. Three focus group discussions (total n = 30) with German consumers were held online in June 2020. The results show that participants associate the ideal chicken farm with four main characteristics: good husbandry system, positive economic impact for the farmer, high transparency, and proximate location of the farm in the same geographical region. However, willingness to purchase a whole chicken, even from the ideal farm, remains low due to mainly convenience reasons and daily routines.

As ethical and environmental concerns regarding current poultry production systems arise, consumers look for alternatives. This study assesses consumers’ preferences for chicken meat of dual-purpose breeds (DPBs), regionally produced feedstuff, and specific breeds, along with attitudes and social norms that explain these preferences. We conducted an online survey (n = 934) including a discrete choice experiment and elements of the theory of planned behavior. Results show that after price, product and feedstuff origin are preferred by consumers, followed by breeding form and specific breed. Utilities for each attribute and level were calculated and consumer segments were created using latent class analysis. Three different consumer groups were identified: (1) price-sensitive consumers, (2) price-sensitive and origin-oriented consumers, and (3) origin-oriented consumers. We conclude that although consumers are interested in meat from DPBs, this attribute alone is not enough to influence the purchase decision, and geographical origin seems to be of crucial importance. However, by highlighting important attributes (i.e., animal welfare, regional/local production), DPB products could be introduced to the market. The consumption of these alternative products has economic implications, such as not relying on imports and promoting local production/consumption, along with social implications as refraining from killing day-old chicks.

Consumers’ concerns regarding the ethical and environmental practices of the current poultry production system have led to the search for an alternative production method. This study evaluated samples of three dual-purpose chicken crossbreeds: Vorwerkhuhn × Bresse Gauloise (VBG), Vorwerkhuhn × White Rock (VWR), and Bresse Gauloise × White Rock (BWR), fed with two variants of faba beans (vicin/convicin-rich and -poor: VC+ and VC−, respectively) and soybeans to examine whether the FB-based diets affected the meat quality of the crossbreeds. pH, color, water holding capacity, tenderness, nucleotide content and proximal composition were analyzed instrumentally, whereas sensory properties were identified by a trained panel and product acceptance was evaluated by frequent chicken consumers. Results showed that from instrumental measurements, the yellowness of the samples was affected by the type of feedstuff, whereas most other parameters were affected by the crossbreed, particularly color and nucleotide content. Sensory attributes, specifically, overall chicken aroma as well as firmness and crumbliness, were affected by an interaction of the feedstuff and crossbreed. Consumer preference did not show significant differences between samples. Overall, a faba-bean-based diet appeared to be a suitable alternative to a soybean-based diet on the crossbreeds VBG, VWR, and BWR when assessing the overall quality and taste of chicken breasts.

The use of traditional chicken breeds with a dual purpose (egg and meat production) has become a relevant topic in Germany mainly due to animal welfare concerns and the importance of conserving genetic variability in poultry farming. However, consumers have little knowledge about the different chicken breeds used in the industry; making it challenging to communicate traditional breeds and their advantages to consumers. Hence, this study takes the approach to look at consumers’ perceptions of different breeds. We analyze consumers’ evaluations of pictures showing four dual-purpose chicken breeds. First, an eye-tracking study (n = 24) and think-aloud protocols (n = 28) were used to obtain open associations consumers make with each breed. Based on the results, an online survey was conducted (n = 933) to quantify consumers associations with different breeds and consumers’ interest in meat products with animal pictures on the packaging. Results show that consumers’ attention to pictures of chickens is mostly focused on their body and head, particularly with the Vorwerkhuhn. Consumers associate white breeds to white egg and meat production, while brown breeds are associated to brown egg production. Only a smaller segment of consumers (32%; n = 292), who are more engaged to animal welfare, accept pictures of animals on meat packages. We conclude that the marketing of meat products of traditional chicken breeds by using pictures is not a useful approach for the mass market. However, within smaller market concepts, such pictures can be used to communicate an alternative chicken meat production system that may lead to purchases of traditional dual-purpose breeds.