In modern market conditions, the issues of the need to expand the market potential of the poultry industry through the production of organic products that balance the ecosystem and human needs for natural food are increasingly discussed. Today, the main focus is on getting the maximum profit at the lowest cost. This goal is achieved due to the intensity of growth and development of a biological object through the use of antibiotics, growth stimulants and preservatives, as well as other animal protection products, which are integrated as manufactured products and the translation of these negative factors through the body of the bird to humans. This is confirmed by the results of studies conducted by the Food and Agriculture Organization of the United Nations (FAO) on the lack of vitamins, minerals, trace elements in the production of products based on intensive technologies. They call this situation “hidden hunger”, which leads to nutritional deficiencies, that is, a state where the quality of the food consumed does not meet the needs of a person. According to FAO data, about 2 billion people in the world experience “hidden hunger”. This situation gradually leads people to comprehend the need to return to natural, natural standards of farming. Organic poultry farming is one of the manifestations of this process. The idea of sustainable development of any industrial enterprise that can simultaneously reduce the harmful impact on the environment and increase the efficiency of technological processes is allowed by environmental engineering, which is an approach of technological and engineering origin, aimed at improving and maintaining conditions for maintaining anthropomorphic safety, preserving useful ecosystems and improvements. environment-related living conditions of people. With regard to the production of organic poultry products, environmental engineering is intended to study and design specialized modules at all stages of the life cycle of this technology, close to the natural habitat of the poultry population.
Poultry meat production has shown growth over the past 10 years. Russia is ranked 4th in the world for this indicator. The study was conducted using general scientific and statistical-economic research methods. The results of the study of the market potential of poultry meat indicate the existence of opportunities to expand this target segment. Broiler meat has been established to have a significant share in the structure of poultry meat balance and that meat from alternative poultry species is a niche. There are unfilled niches in the assortment portfolio as well. The market potential of poultry meat was also analysed by region, based on the criterion of the level of self-sufficiency in this type of product. A decrease in imports and an increase in exports can be observed in relation to export-import operations. At the same time, it is necessary to continue increasing the export potential both through permanent importers of poultry meat and processed poultry products and through its geographical expansion. Thus, the results of poultry meat market potential analysis have identified relevant niches, namely increasing the volume of meat production from alternative species of agricultural poultry, increasing the self-sufficiency of poultry meat in some regions of the country, ensuring per capita poultry meat consumption based on global trends, diversification of the product portfolio based on deep poultry meat processing, increase in functional and organic poultry meat products, increasing the volume of poultry meat export Based on these results, a scheme for expanding the market potential of poultry meat is proposed and its forecast for 2030 is given.
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