A Push and Pull Intervention to Control Avian Influenza: A Lesson Learned From the Western Java Poultry Sector

Abstract

HPAI H5N1 is considered endemic in Indonesian poultry and poses a major challenge to animal and human health authorities. The complex structure of the Indonesian poultry meat value chain is an important reason for the limited efficacy of HPAI control in Indonesia so far. The paper objective is to describe how to implement a push-and-pull strategy in the poultry supply chain to control HPAI infection in Western Java. More specifically, this study investigates the poultry value chain in Western Java in relation to consumers' behavior and governance of the value chain. Implementation of biosecurity and HPAI control measures was strongly related to the governance structure of the chain, with interactions that accentuating the risk of HPAI. In conclusion, a push strategy, as an incentive mechanism, should be designed in such a way that it pays attention to the interactions between actors in a value chain and their impact on introduction and transmission of disease. Moreover, a pull strategy as an incentive mechanism for consumers forcing producers to improve their production environment into higher levels of biosecurity is expected to be less effective than a push strategy targeting producers.

Smallholder Broiler Farmers' Characteristics to Uptake Measures Against Highly Pathogenic Avian Influenza in Western Java

“…One possible explanation could be the different incentives offered in each business type. Financial incentives could increase farmers' willingness to adopt preventive measures ( 3 , 5 , 12 ).…”

“…One possible explanation could be the different incentives offered in each business type. Financial incentives could increase farmers' willingness to adopt preventive measures (3,5,12). In the extended makloon-contract business type, farmers have two types of incentives: the makloon fee and a performance bonus.…”

“…Furthermore, there are markets for sick chickens in the traditional market chain, jeopardizing efforts to control HPAI in Western Java ( 1 ). Therefore, controlling HPAI at the farm level, particularly on small-scale commercial and backyard farms, is considered a priority strategy in the context of Western Java ( 5 ).…”

Improving poultry meat and sales channels to address food safety concerns: consumers' preferences on poultry meat attributes

“…Therefore, prices can play a role as drivers of consumer preferences for a certain poultry meat attribute. Hence, by utilizing the simple effect of own price on consumer demand, the government can influence consumers' WTP for the preferred attributes by subsidies and/or taxes in sales channels (Indrawan et al, 2019). In Indonesia, regional government-applied taxes for animal trade were applied at the animal market in the form of local taxes and retribution.…”

“…In general, this study implies that a pull strategy is needed to lower the HPAI cases by improving the sales channel (Indrawan et al, 2019). A pull strategy can be implemented by a policy to change consumer preferences through campaigns such as education and promotion of healthy poultry meat.…”