Today's Cobb500 broiler is 0.40 better in feed conversion than 20 years ago, and with the improvements already in the genetic pipeline, it is predicted to deliver a further 0.10 improvement in feed conversion over the next five years.

"With this level of improvement, there is an even stronger case to focus on the actual cost of producing chicken meat – rather than bird performance," says Pelayo Casanovas, Cobb Europe sales and technical director.

"Many companies are missing out on profitability by only measuring production efficiency with indicators like the European Production Efficiency Factor that takes into account feed conversion, mortality and daily gain.

"Yet a drive to maximise broiler physical performance is not always the most effective business strategy. Remember that EPEF does not consider the cost of the feed used – and that is a very significant factor nowadays."

The Cobb Europe exhibit (Hall 1, stand number 20) will also feature the savings that can be made through feeding a cheaper, lower nutrient density diet that is well suited to Cobb broilers.