ABSTRACT
Extraordinary progress in poultry production efficiency has been achieved through advances in genetics, nutrition and animal health. New technology has permitted major improvements in control of the housing environment. Despite this success, the poultry industry faces new and important challenges that are no longer based solely on improving productive efficiency. Contemporary poultry production must still maintain competiveness but must also consider ethical and social responsibility factors that influence consumer acceptance such as food safety, environmental impact and animal welfare. These are key aspects to ensure the long-term sustainability of the poultry industry.
