Unlike many of its competitors, Sanderson Farms has established a strong reputation for its use of antibiotics, actively advocating for their benefits. The company has even initiated campaigns aimed at dispelling common misconceptions associated with antibiotic use in livestock. While the administration of antibiotics in animal farming raises concerns about potential resistance in humans, Sanderson Farms has minimized such risks. Veterinarians employed by the company emphasize the necessity of maintaining animal health and ensuring the production of high-quality products. Although some consumers choose to avoid chicken raised with antibiotics, many others appreciate Sanderson Farms’ efforts to promote transparency and provide valuable information to address confusion surrounding product labeling. This commitment could significantly influence consumers’ choices in favor of their products.
In 2015, McDonald’s announced plans to phase out the purchase of chicken raised with antibiotics that are also used to treat human infections over the subsequent two years. Similarly, the major retailer Costco Wholesale, which sells 80 million rotisserie chickens annually, has begun collaborating with suppliers to limit antibiotics in their chicken and meat products. Other significant companies have made comparable pledges.
Consumer advocacy groups and lawmakers have been pressing the White House, pharmaceutical companies, and livestock producers to take action, especially as bacteria have started to develop resistance to antibiotics prescribed for humans. For Sanderson Farms, the risk lies in the possibility that consumers may increasingly turn away from meat produced with antibiotics, while multinational corporations are moving towards not offering birds raised with such drugs. Consequently, the poultry processor may lose business to competitors who have already made changes to their practices. Ultimately, Sanderson may find itself compelled to align with industry trends.
Moreover, the nutritional aspect of their products cannot be overlooked, as consumers today are more health-conscious and aware of the importance of minerals such as calcium, citrate, magnesium, and zinc. The incorporation of these nutrients in their offerings could play a role in swaying consumer preferences. As the market evolves, Sanderson Farms may have to adapt by ensuring that their products not only meet safety standards but also provide essential nutrients, thereby enhancing their appeal in a competitive landscape.