Fact, Fiction, the Future - Measuring Sustainability - Paul Bredwell, Vice President of Environmental Programs, U.S. Poultry & Egg Association, from the 2015 Animal Agriculture Alliance Stakeholders Summit, The Journey to Extraordinary, May 6 - 7, 2015, Kansas City, MO, USA. More presentations at http://www.trufflemedia.com/agmedia/conference/2015-the-journey-to-extraordinary

1. The All-Feather Association
Fact, Fiction, the Future – Measuring Sustainability
Animal Agriculture Alliance
2015 Annual Stakeholders Summit
Kansas City, Missouri
Paul J. Bredwell III, P.E.
Vice President – Environmental Programs

2. Poultry and Egg Industry Sustainability
Assessment Program
Who?
What ?
When ?
Why ?

3. Internal Stakeholders
 Poultry Integrators
 Sustainability Managers
 Environmental
 Human Resources
 Live Operations Personnel
 Health and Safety
 Poultry Producers/Growers
External Stakeholders
 Non-Governmental Agencies
 Environmental Defense Fund
 World Wildlife Fund
 The Nature Conservancy
 National Safety Council;
 American Humane Society
 4H/FFA
 Customers
 Wal-Mart
 McDonalds
 Publix
 Kroger
 Sysco
 Yum Brands
 Kraft
 Suppliers
 Energy Providers
 Transportation
 Shipping
 Chemical Providers
 Pharmaceuticals
 Packaging
 Further Processing
Ingredients

4. 1. Define
A. Define Sustainability for the
Enterprise
B. Select & Define Key Performance
Indicators
C. Select Metrics for KPIs
2. Measure
A. Benchmark KPI Metrics
B. Set Goals for Each KPI
C. Develop Strategy to Meet Goals
3. Implement
A. Implement the Strategy
B. Measure, Assess and Report Results
C. Adapt Strategy to Improve
Outcomes
Source: Matlock, Marty. “Review of the Science of Sustainable Outcomes In US Poultry and Egg Production “
Sept. 2014 PowerPoint Presentation
Goals
Numerical – Absolute -Reduce
Water Use by 1 Percent Industry
Wide
Directional – Not Absolute –
Reduce Water Consumption
Across the Industry
Baseline for Industry

5. Source: Matlock, Marty. “Review of the Science of Sustainable Outcomes In US Poultry and Egg Production “
Sept. 2014 PowerPoint Presentation
Retrospective look at the
Poultry Meat Bird Industry
Life Cycle Analyses
Greenhouse Gasses
Water Use
Acidification
Nitrification
Energy Use

6. Time Consuming Process
 Seek Consensus on
 Definition of Sustainability
 Reasonable number of Key Performance Indicators
 Definition of Key Performance Indicators
 Selection of KPI Metrics so they can be measured
 Benchmarking
 Goals to Measure Improvement

7. It’s Good for Business
 Promotes reducing operational cost and overhead.
 Promotes creating a better work environment thus
retaining quality employees.
 Can make an industry more competitive and able to
withstand economic downturns.
 Increased trust of customers – larger market share.

8. Consumers want to know
Infinite Water Supply

9. Increased Middle Class Will Drive An
Increase in Meat Consumption
Growing Population
Sustainable intensification (SI) - A process or system where agricultural yields are
increased without adverse environmental impact.

10. Examined Potential KPI’s
 Harmonized with other animal
agriculture industries
 Developed an internal stakeholder
materiality matrix to prioritize KPI’s.
Initial Internal Stakeholder Meeting
November 2014
 Examined definition of “Sustainability”
“Fulfilling the needs of the present, while
continuously enhancing the capability of
future generations to sustain their needs.”
 Examined Mission Statements:
“Provide safe, nutritious, affordable poultry
products that prioritize the four areas of
people, planet, poultry and profit through
multi-stakeholder engagement.”
 Examined Vision Statements:
“To provide the healthiest and safest
poultry products through continuous
improvement, innovation and
collaboration.”

11. Internal Stakeholder Meeting April 2015
 Addressed Decision Making and Approval Policies
 Identified External Stakeholder Groups to Engage
 Isolated Contacts to Solicit Participation in Program
Development
 Examined Potential Third Party Facilitators
 Examined Potential Early Deliverables
 Examined Methods of Communicating and Testing
Message

12. Thank You
pbredwell@uspoultry.org
678-514-1973