How are fast food chains

managing chicken welfare?

The Pecking Order Report 2020 – a focus on Indonesia

Presented on 29 October 2020 by:

Rully Prayoga – Campaign Manager, Indonesia
Rafel Servent – International Corporate Engagement Advisor
Jonty Whittleton – International Campaign Head
About World Animal Protection
• Move world to improve animal
lives.
• Solution-focused approach.
• Work to make higher welfare
farming normal.
• Intersectional focus – farming
and wildlife.
• 14 offices around the world, but
work in many more countries.
Emphasis on collaboration
 Timing
A science-led solution All by 2030

Parameters
100% of chicken (fresh, frozen
and processed)

Breed
GAP/RSPCA approved (Broiler Breed
Welfare Assessment Protocol)

Stocking density
No cages or multi-tier systems
and 30kg/m2 or 6lb/f2 max

Environmental standards
50 lux light minimum (including natural light)
At least two metres of perches and two
pecking substrates per 1,000 birds.

Slaughter
Avoid pre-stun handling
Controlled atmosphere stunning

Compliance
Compliance via third-party auditing
Annual public reporting on progress
towards this commitment
The wider farm
benefits

• ↓ antibiotic usage.
• ↓ Campylobacter and
Salmonella.
• ↓ farm and processing losses.
• Some capital costs can be
avoided e.g. cages.
• Farm worker benefits too.
 Consumer interest is growing

•9 in 10 have concerns with current chicken

farming methods.
•63% are concerned that chicken farming is a
potential source of diseases and 60% are
concerned at the antibiotics given to chickens.
•9 in 10 raise concerns about QSRs. Of those
with concerns, 35% are concerned about where the
meat comes from and how animals are raised.

•94% think chicken meat producers should be

responsible for chicken welfare and 76% think
fast-food brands should be responsible.

*Research commissioned by World Animal production between 2018 and 2019.

At the same time, risks are growing
 And it doesn’t cost as much as you might
think…

6-9 6.4–13.4
percent
49
Eurocents percent
Production cost increase (kg Production cost increase in Production price premium
of live bird) in upgrading upgrading from for HW chicken as indicated
from ‘conventional’ to HW ‘conventional’ to HW by a 2018 US industry-
indoor* indoor* funded study.
*In the five markets that we studied.
The pecking order

• Simple tool to quantify, manage

and improve chicken welfare.
• Highlight companies with
management and/or
performance gaps.
• Champion companies making
commitments and reporting.
• Simple for consumers to
understand.
A focus on fast
food
• 8 global brands included.
• Launched in 2019, follow
up in 2020 and Q2 2021.
• Use public information.
• Provide company reports
and summary report, all
made public.
• Data from Indonesia comes
from McDonald’s, KFC,
Burger King and Starbucks.
The criteria

What policies When does the How is the

Transparency
Commitment

Ambition
does the company say it company
company have to will take action reporting on
improve chicken to do so? progress to
welfare?
improve
chicken
welfare?
The scoring mechanism
• Companies can score a Points Grade
maximum of five points per 0-11  Very poor 
question. 12-23  Poor 
• Depending on the score for each 24-38  Getting started 
category, we assign the company
a grade. 39-64  Making progress 
65-79  Good 
80-90  Leading 
2020 Gained points and
moved up two tiers

scores No movement

No movement

Lost points but no

movement down a tier

No movement

Lost points and dropped

down two tiers

Lost points and dropped

down one tier

No movement

No movement
Our global findings

• Commitments to
improve chicken
welfare are limited.
• Reporting on progress
is limited.
• Most companies are
still failing.
Findings for Indonesia
• No company gains points for specific
activities in Indonesia.
• Three of the four companies (or their
parent companies) – McDonald’s,
KFC and Burger King – have global
animal welfare policies but these
policies are lacking.
• Companies in The pecking order
Indonesia – McDonald’s, KFC,
Starbucks and Burger King –
highlight double standards.
Momentum is
building
Call to action for
companies
• Commit to the Better
Chicken Commitment; and
• Be transparent and report
progress.

Contact us to discuss how we can support you: RullyPrayoga@worldanimalprotection.org

Thank you.
Questions?