From Farm to Shopping Basket: How Sustainable Innovations in Animal Feed Are Transforming Consumer Markets
Gulan Media
By A. Madadi
Introduction: A Transformation from Farm to Table
In recent years, consumer attitudes toward food products have undergone a significant shift. Many buyers now consider not only the price and brand but also how livestock products are produced and their overall quality. However, one critical yet often overlooked factor is the impact of livestock and poultry nutrition on these changes.
In the Kurdistan Region, discussions on sustainable practices in the livestock and poultry industry have gained increasing prominence. Over the past few years, the private sector and industry stakeholders have worked to introduce livestock farmers and producers to these innovations through specialized seminars and educational programs. These events, conducted in collaboration with both local and international experts, have served as platforms for raising awareness about modern solutions, particularly sustainable feed additives.
Among the key figures organizing these specialized seminars in recent years is Mr. Zoubeyr Mayi, CEO of MT Nutri. In collaboration with leading producers of sustainable animal feed additives, such as Biodevas Laboratories, MG2Mix, and Phodé, he has been instrumental in disseminating cutting-edge scientific knowledge, demonstrating the tangible benefits of these solutions on animal and human health, and highlighting their role in environmental preservation.
Sustainable feed additives play a pivotal role in optimizing the livestock and poultry supply chain. According to Mr. Zoubeyr Mayi, manufacturers in this field have leveraged advanced research conducted in France to develop innovative formulations based on natural compounds and state-of-the-art technologies. These advancements not only enhance animal welfare and health but also significantly reduce antibiotic use, lower production costs, and improve resource efficiency.
The impact of changes in livestock nutrition extends beyond the growth and health of animals—it directly influences the quality of final products, consumer trust, and purchasing behavior in the market. The choice of feed made by livestock farmers today can shape consumer experiences and preferences for food brands tomorrow.
This transformation is no longer solely a technical issue confined to farmers and producers; it has become an integral part of consumer purchasing patterns and decision-making. But how exactly is this shift happening, and to what extent do these changes influence daily consumer choices?
Challenges in the Livestock and Poultry Industry and Changing Consumer Expectations
The livestock and poultry industry stands at a crossroads. The challenges it faces are no longer limited to ensuring food safety, managing production costs, and securing adequate feed supply. On one side, consumers now demand transparency regarding animal welfare and environmental sustainability. On the other, producers must navigate economic constraints while adapting to stricter environmental regulations and shifting market demands.
1. Rising Production Costs and Optimizing Resource Efficiency
Feed costs represent one of the most significant economic challenges in the livestock and poultry industry. Any disruption in the supply chain directly affects the profitability of livestock farmers and food producers. Volatile raw material prices, market fluctuations, and evolving environmental regulations have further intensified financial pressures. However, innovative solutions such as sustainable feed additives and enhanced feed conversion ratios (FCR) have proven effective in reducing operational costs. According to Mr. Zoubeyr Mayi, several key factors contribute to reducing production expenses:
· Optimizing Feed Conversion Ratios (FCR): Improved nutrient absorption and stabilization of gut microbiota in livestock and poultry enhance feed conversion efficiency. A higher FCR means less feed is required for weight gain or dairy and egg production, ultimately reducing operational costs.
· Preventing Costly Diseases: Next-generation feed additives, including plant extracts, neurosensory compounds, and antioxidants, significantly reduce disease prevalence among livestock. This leads to lower veterinary costs, decreased need for treatments, and, consequently, higher profitability for farmers.
· Aligning Nutrition with Physiological Needs: Companies like Phodé, MG2Mix, and Biodevas develop their products based on species-specific nutritional requirements, rearing conditions, and different physiological stages (such as lactation, meat production, and reproduction). This targeted approach minimizes waste and allows farmers to invest in more precise, cost-effective solutions.
2. Environmental Concerns and Climate Change
Livestock farming is one of the major contributors to greenhouse gas emissions. Pressure to mitigate the environmental impact of the industry has become a primary challenge for producers. In this regard, Mr. Zoubeyr Mayi explains:
“New formulations of sustainable livestock and poultry feed, which offer enhanced digestibility, help reduce waste and lower greenhouse gas emissions. Additionally, research programs conducted by Biodevas and Phodé focus on improving feed efficiency, meaning that fewer resources are required to produce the same volume of food. Their products, based on plant extracts and functional compounds, are processed using environmentally friendly methods and comply with stringent EU regulations on traceability and food safety.”
Conclusion: The Future of the Livestock and Poultry Industry in Kurdistan
Sustainable feed additives are no longer merely a technical innovation—they serve as a strategic tool for increasing consumer trust, enhancing purchasing experiences, and strengthening the positioning of livestock and poultry brands.
In the Kurdistan Region, specialized seminars and the gradual introduction of these additives into the market represent significant steps toward sustainability. This shift demonstrates that greater awareness and adoption of innovative animal nutrition solutions can drive profound changes in the supply chain, improve the quality of livestock products, and ultimately enhance consumer health.
The future of this industry is not solely in the hands of producers and policymakers—it is also shaped by consumer choices.
Do you consider the origin and production methods of meat, dairy, and eggs before purchasing them? Are you more likely to trust brands that provide transparent information about their production processes?
The choices consumers make today will determine the future of the livestock and poultry industry.
