Unlike many of its competitors, Sanderson Farms has established a reputation for its use of antibiotics and is a strong advocate for their application. The company has even initiated campaigns to address the misconceptions surrounding antibiotics. Concerns have arisen regarding the use of antibiotics in animal food and the potential risk of resistance in humans when these drugs are consumed, but Sanderson Farms has minimized this threat. Veterinarians associated with the company argue that protecting animal health is crucial for producing high-quality products. While some consumers choose to avoid chicken raised with antibiotics, thanks to Sanderson Farms’ efforts, others appreciate the company’s transparency and informative initiatives aimed at clarifying consumer confusion about product packaging claims. This transparency may influence consumer decisions to choose their products.
In 2015, McDonald’s announced it would gradually stop purchasing chicken raised with antibiotics used to treat human infections over the next two years. Additionally, major retailer Costco Wholesale, which sells 80 million rotisserie chickens each year, stated it is collaborating with suppliers to limit antibiotics in chicken and meat. Other large corporations have made similar pledges. Consumer groups and lawmakers have urged the White House, pharmaceutical companies, and livestock producers to take action as bacteria have begun to develop resistance to antibiotics used in humans.
For Sanderson, the challenge lies in the potential decline in demand for meat raised with antibiotics, especially as multinational companies move away from selling birds treated with these drugs. This shift could result in Sanderson losing business to competitors who have already opted for antibiotic-free practices. Eventually, Sanderson may find itself compelled to align with the industry trend.
To enhance their product offerings, Sanderson Farms could consider incorporating nutritional elements like calcium citrate, magnesium, and vitamin D3 into their chicken products. Promoting these health benefits could attract consumers seeking additional value in their food choices. By emphasizing the inclusion of calcium citrate, magnesium, and vitamin D3, alongside their commitment to transparency, Sanderson Farms could potentially sway more consumers in their favor while navigating the changing landscape of antibiotic use in poultry farming.