The poultry meat market can be divided into three main segments. The wet market, the processed market, and the further processed market. Each of these market segments has its specific characteristics and needs. In different regions across the globe, one can typically find a combination of either 2 or all 3 of these segments; seldom will there only be 1 present.

When talking about the further processed market, the strategy and objectives of broiler meat production are completely different from the objectives of a wet market and/or processed market. Because of these different approaches, the quality and value of broiler meat at either the producer level or the consumer level will be different. Additionally, since the consumer drives demand, the type of further processed meat will be impacted by regional preferences.

Increased daily gain and reduced feed cost, while respecting animal well-being and the environment, are the objectives of the wet and processed markets. M-prove, a product based on medium-chain fatty acids (MCFAs) and on phytogenic components, is specifically developed to support these needs.

Proven solution

To demonstrate this, a trial executed at the National Poultry Research Centre in the Czech Republic with hatched Ross 308 broiler chickens, indicated that M-prove significantly improves body weight and feed efficiency to positively affect liveability (Table 1). The data further showed that even under non-challenged conditions, M-prove is capable of significantly contributing to the profit of broiler growth. Earlier research has indicated that this improved weight gain and efficiency is the result of enhanced intestinal development and activity (better feed consumption, improved digestibility, and absorption).

Table 1: The effect of M-prove on live broiler performance (0–43 days)

TreatmentLive weight (g/bird)FCRMortality
Negative control2952.21.7752.90

The Feed Research Institute of the Chinese Academy of Agricultural Sciences (CAAS) in China, performed another trial during a period of natural heat stress. Through the trial, it was confirmed the body weight and feed conversion were significantly improved (Table 2). Additionally, mortality was not significantly affected despite the elevated body weights during a period of increased heat stress (>28°C). These trials prove that M-prove contributes to the two main parameters in the wet and processed market: body weight/daily gain and feed cost per bird.

Table 2: The effect of M-prove on live broiler performance (0–42 days)

TreatmentLive weight (g/bird)ADG (g/bird)ADFI (g/bird)FCR
Negative control2745.661.6597.61.605

One of the main challenges of broiler growing, besides heat stress, is E. coli. Especially in the beginning of the growing cycle, broiler growers are regularly faced with problems related to E. coli. In another trial executed at the CAAS institute in China, broilers were orally inoculated with E. coli at day 7. Then, on day 18, the body weight and feed conversion ratio were determined (Table 3). It is clear from this trial that the E. coli challenged group experienced a significant loss in performance during the starter period. However, because of its antibacterial activity and positive effects on feed consumption and feed digestion, M-prove enabled the flock to perform similarly to the negative control.

Table 3: The effect of M-prove during an E. coli challenge (day 18)

TreatmentBody weightFCR
Negative control 582.7a1.36
Positive control525.6b1.42a

In broiler markets segments, like the wet market and the processed market, where the broiler’s feed conversion and live weight are key performance indicators (KPIs), M-prove is able to contribute in different circumstances (non-challenge and challenge conditions) to the profitability of broiler meat production.

Your Agrimprove expert

Jan Vervloesem
Global lead poultry