Philippine poultry leader Bounty Fresh Group Holdings urges local farmers to increase chicken production

Philippines – The Philippines needs to expand its poultry production capacity to keep up with rising domestic demand for chicken meat, according to Bounty President and CEO Kenneth Cheng.

Data from the Philippine Statistics Authority shows that the poultry sector generated around US$6.21 billion (₱362 billion) in output in 2024.

Cheng, citing figures from market research firm Girafood, said poultry consumption in the country is expected to increase by about 500,000 tonnes every five years, driven by population growth and consumer preferences for affordable protein.

At the current trend, annual chicken consumption could reach approximately 4.5 million tonnes by 2050, more than double the current average of 2 million tonnes, Cheng said.

He warned that if domestic producers cannot meet this demand, imported poultry will continue to flood the market, creating a missed opportunity for local farmers.

“Filipinos will continue eating chicken whether we produce enough locally or not. If we don’t produce, the supply will simply come from abroad,” he said.

Disease control and sustainability challenges

While the industry has made progress in modernization, Cheng said there remains a need for more farms that prioritize animal health, welfare, and sustainable operations.

He emphasized the importance of balancing disease prevention through vaccination with reduced antibiotic use, citing growing concerns about antimicrobial resistance that affects both animals and humans.

According to him, about 75% of emerging infectious diseases are zoonotic, meaning they can spread from animals to humans through direct contact, bites, or contaminated materials.

Recently, the Food and Drug Administration approved the commercial use of the country’s first avian influenza vaccine, a move welcomed by industry players.

The Department of Agriculture has identified bird flu as one of the major threats to the poultry sector and public health, noting that the new vaccine protects against the highly pathogenic H5N1 strain, which has caused severe losses in poultry flocks and can infect humans.

Climate risks and industry innovation

Cheng also called attention to climate-related risks, saying extreme heat and abrupt temperature changes have led to higher poultry mortality rates, highlighting the need for better housing and ventilation systems.

He said Bounty has been upgrading its facilities to create improved environments for chickens and plans to host an innovation summit to gather new ideas for the sector.

According to Cheng, the most practical innovations will be tested and potentially integrated into Bounty’s operations to improve overall efficiency.

He added that government support through targeted investments would be vital, considering chicken remains one of the most affordable and accessible sources of protein for Filipinos.

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