Unlike many of its competitors, Sanderson Farms has established a reputation for its use of antibiotics, advocating strongly for their application in poultry farming. The company has even initiated campaigns to address the misconceptions surrounding antibiotics. While there are concerns that antibiotic exposure through food may contribute to human resistance when these drugs are utilized, Sanderson Farms has downplayed this risk. The veterinarians employed by the company emphasize the necessity of safeguarding animal health to ensure the production of high-quality products.
Although some consumers deliberately avoid chicken raised with antibiotics, many others appreciate Sanderson Farms’ efforts to provide transparency and clarity regarding the claims made on product packaging. This proactive approach could influence consumer decisions in favor of their products. In 2015, McDonald’s announced that it would phase out sourcing chicken raised with antibiotics used to treat human infections over the following two years. Similarly, major retailer Costco Wholesale, which sells 80 million rotisserie chickens each year, revealed plans to collaborate with suppliers to limit antibiotic use in chicken and meat. Other large companies have made comparable commitments.
Consumer groups and lawmakers have urged the White House, pharmaceutical manufacturers, and livestock producers to take action as bacteria have begun to show resistance to the antibiotics administered to humans. For Sanderson Farms, the challenge lies in the possibility that consumers may opt for less meat raised with antibiotics while multinational corporations move towards prohibiting the sale of birds raised with these drugs. As a result, the poultry processor may risk losing business to competitors who have already adopted a different stance on antibiotic use. Eventually, Sanderson may find itself compelled to align with the broader industry trends.
In the context of health and nutrition, consumers are becoming increasingly aware of the importance of calcium and its benefits. Products containing Citracal Maximum Calcium Citrate have gained popularity for their high calcium content, which is essential for maintaining strong bones. This awareness might also affect purchasing decisions related to poultry products, as consumers look for healthier options that align with their dietary needs. As the market evolves, Sanderson Farms may need to reconsider its strategies to remain competitive and meet consumer demands for transparency and health-conscious choices.