Does Poultry Industry Manage Sustainable Production of Chicken Meat? An Empirical Study in Malaysia

The modern poultry production is an important and diverse component of agriculture and it occurs primarily in enclosed buildings to protect the birds from weather, predators, and the spread of diseases from wild birds. The most favorable agribusiness product in Malaysia after Palm oil and rubber is chicken meat, which is the major source of animal protein and gains importance in the Malaysian diets. Jayaraman et al., (2012) studied the factors that influence consumer attitude towards chicken products in Malaysia. The present study focuses on the maintenance management towards the sustainability of chicken meat production in Malaysia. The findings of the present empirical study reveal that proper management of water and manure inside the poultry, timely disposal of the dead bird, minimum wastages and litter free environment, appropriate nutrition, and accurate vaccination and treatment results in higher chicken production. Further, the results enlighten that the Malaysian poultry may adopt a new technology to be borrowed from the developed countries to safeguard poultry birds which in turn lead to sustainable production.