Despite projected global rises in chicken consumption, growing environmental and welfare challenges threaten the future of commercial poultry production. Though some of these challenges, such as biosecurity, sourcing, pollution, and waste, have been thoroughly researched, the open-ended, complex, and interrelated nature of the sector means that it is difficult for poultry producers to know how to change. Design may offer a new way to analyse and reframe these challenges, to speculate on a range of different solutions for these complex systems of production. This paper reflects on the research-by-design methods applied to reimagine environmentally sustainable, high-welfare poultry housing futures. The paper is based on an eighteen-month long, multidisciplinary research project with a large U.K.-based poultry farming integrator, a poultry house ventilation and equipment supplier, and academic partners with expertise in research-by-design and bird welfare. After contextualising challenges faced by the poultry sector, the paper outlines a three-step, iterative approach within which design methods were applied, beginning with (1) a baseline analysis of farm inputs, outputs, actors, and networks, and then (2) a consolidation of themes and scenarios, leading to the development of (3) a compendium of ideas for the future of poultry farming. The Results section presents three design propositions, each imagining different futures by recreating the farm as a system of “closed-loop” flows, reframing the “chicken as client” and challenging current centralised models of production to connect consumers to food provenance and impact. These propositions function as vehicles to test design methods, such as designing for resource flows challenging actor hierarchies and hacking stakeholder networks. While some interesting ideas are presented, the paper highlights the complexity of the challenge and reflects on the value of design to reframe these challenges to collaboratively foster new perspectives and mindsets.
